What Is the Viral ‘Demure Makeup’ Trend?

Content creator Jools Lebron sent the world into its demure era this August when the content creator posted a video to TikTok detailing her “very demure” makeup and outfit. It was an exercise in what to do and what not to do when heading into work. 

“See how I do my makeup for work? Very demure, very mindful,” she says in the video. “I don’t come to work with a green cut-crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. See how I look? Very presentable. A lot of you girls go to the interview, looking like Marge Simpson and go to the job looking like Patty and Selma, not demure.” 

What Is Demure Makeup?

There’s room for interpretation for what demure makeup looks like, but the general consensus is that it’s low-key, minimalist, professional, and most definitely does not involve a green cut-crease. 

“The overall aesthetic of the ‘very demure’ makeup trend is understated glam with subtle, natural colors, and a soft, well-blended application,” says celebrity makeup artist Bryan Cantor. “When taking this very demure approach to your makeup, only use colors that would appear naturally on your face. Stay away from colors that are bright or dramatic.”

Being “very mindful, very demure” is not just about the way you look, but is also a philosophical state of mind. It’s a heightened level of self-awareness and a consideration for showing up in a respectable way depending on where you’re going. The idea is to save the wild makeup and outfits for the right time and to show up in your demure state when jumping into a professional setting.

What Belongs in Your Very Demure Makeup Kit 

Jools’ very demure makeup in the OG video consisted of foundation, rosy cheeks, groomed brows, natural pink lips, and an inky cat eye with mascara. Here’s what Cantor says to keep in your kit if you want to embrace that minimist demure makeup look yourself. 

• Natural Foundation: Start with a good base. Keep things natural with Huda Beauty’s new Easy Blur Foundation (Huda Beauty). 
• Neutral Eyeshadow Palette: “Neutral matte eyeshadows are a must-have for this look. Use them to enhance your eye shape and not to create bold designs,” Cantor says. One of his faves is the Makeup by Mario Master Mattes Eyeshadow Palettes in The Original and The Neutrals (Sephora). 
• Pinkish Lips: For a perfectly demure lip, Cantor says to swipe on Charlotte Tilbury’s matching Pillow Talk Lipsticks (Sephora) and Lip Cheat Lip Pencils (Sephora) in the shade that best suits your skin tone. 
• Soft Blush: Round out your very demure makeup with “a soft pop of a natural blush on your cheekbone,” Cantor says. “Fenty Beauty Cheeks Out Freestyle Cream Blush (Sephora) in the shades Petal Poppin and Riri create a perfectly demure blush.”
• Mascara: A few swipes of mascara is all you need. Try Clinique’s High Impact High-Fi Full Volume Mascara (Ulta), which offers a ton of payoff (even with a single coat). 
• Eyeliner: If you want to go the cat eye route like Jools, you can’t go wrong with cult-favorite Stila Stay All Day Waterproof Liquid Eye Liner (Sephora).
• Bronzer: “A subtle, well-blended matte bronzer is essential for adding some dimension to a demure makeup look,” Cantor says. “If you love a powder bronzer, Pat McGrath’s Skin Fetish: Divine Bronzer (Sephora) is a longwearing, micro-velvet powder that blurs and perfects your complexion with soft focus powders.”