What Does “Demure” Mean, and How Are Latinos Using It?

What’s “demure,” and why is everyone saying it? The term, popularized by Puerto Rican content creator Jools Lebron, is so catchy that even Jenna Ortega is using it!

Nowadays, TikTok is the go-to social media platform for the hottest trends. The latest? Being “demure,” thanks to Puerto Rican transgender content creator and influencer Jools Lebron, who made the term popular this week. Currently, Lebron has over 1.4 million followers on the social media platform, demonstrating the power of virality – and social media users can’t get enough of it.

But first of all, what’s “demure”? Demure is defined as “reserved, modest.” It’s also described as “affectedly modest, reserved, or serious.” Merriam-Webster lists synonyms like coquettish (which reminds us of the “coquette” trend earlier this year), coy, and kittenish. For us Latinas, think of someone who’s a mix of “pipiri nice” and perhaps a polite “fresa.” 

How does Lebron use it? She uses it as satire by inserting her “demure” mindset into everyday activities. For example, one of her most popular videos is one on “how to be demure and modest and respectful at the workplace,” where she describes her makeup for work as “very demure, very mindful” by not doing “too much.” This particular video was posted on Aug. 5 and has garnered more than 18.8 million views – isn’t that incredible? Since then, she’s done other videos on “how to be demure” in ordering food, board and airplanes, and beyond. 

Since the trend took off, other social media users have made it their own. For example, some Latin TikTok users put their twist on it, translating “demure” to “recatada.” In one of the most popular videos, a TikTok user named Elizabeth Puente, adds her take to the trend by saying how she doesn’t rob any terrenos [lands] because she’s “decente [decent],” “recatada [demure]” and has “morales [morals].” How’s that for making a trend your own?

Celebrities have also caught on the trend. Latina celebrities like Jenna Ortega are embracing the trend’s popularity. She mouthed the viral TikTok user’s words while promoting her upcoming Beetlejuice, Beetlejuice movie. The post’s caption reads: “The #Beetlejuice #Beetlejuice cast are doing press VERY demure, VERY professional.” And she totally nailed it. 

Other celebrities using Lebron’s trend include Kim Kardashian and Lizzo with SZA.

What do you think of the “demure” trend? Are you demure?