Demure TikTok Trend Product Recommendations

“Being demure” and “very mindful and considerate” is the latest TikTok trend all over our For You Pages, thanks to influencer Jools Lebron. Her video on “How to be demure and modest and respectful at the workplace” has garnered over 13 million views to date and kicked off the demure mindset. Unlike other trends that have taken over TikTok (think: coquette core or clean girl aesthetic), this one has no defined aesthetic or look — it is simply a way of being.

By definition, demure is used to describe someone who is reserved, modest, and shy, and this trend takes it a step further by applying the concept to everyday life. There’s a demure way of going to the gym, eating a sub sandwich, and even applying deodorant. Although it’s completely satirical, the trend is about taking a more graceful approach to situations, embodying elegance and sophistication — it’s the antithesis of brat girl summer.

Since this trend is a mindset, we asked our editors about the essentials they use to feel demure daily, whether it’s self-care products that align with wellness goals, things that make us feel elevated, or versatile items we use to balance our time and resources. Ahead, our editors shared their favorite demure-coded products. From a viral vanilla gourmand body lotion to dependable water bottles, keep reading to shop our demure product picks.