Move aside Brat Summer, this AW is looking a lot more demure …
Thanks to TikTok sensation Jools Lebron, we’re no longer able to hear the word ‘demure’ without following it with ‘very mindful, very cutesy’. With over 17.2 million views (and counting), the viral video showed the content creator break down what it means to look ‘very demure’ for work – swapping the bold, bright make up for subtle, professional finishes.
And while by Oxford dictionary standards demure means, 'reserved, modest, and shy', Jools has given it new identity. Let us explain…
WHAT IS DEMURE BEAUTY
Quite opposite to the maximalist energy we’ve grown accustomed too over the past season, the Demure trend is a pared-back and polished approach to beauty. Being demure is “not coming to work with a green cut creases” Lebron says in the video. Instead, it’s all about looking effortless and proving that less is more in certain settings (read: the office).
Today, the word ‘demure' goes beyond its textbook definition of being “reserved, modest, and shy.” (although it can still mean those things). Now, thanks to Lebron, the word has had a rebrand and it’s more about finding the right balance between how we show up through our style and how we can be mindful of our communities and environment (read: the office). Think of it as a quiet confidence. You’re not at work to make a statement. Instead, you’re opting for soft, natural colours that feel fresh and approachable.
SO HOW CAN WE ACHIEVE THE DEMURE LOOK
Now we know where the trend comes from and what it means, it’s time to see how we can master the look from home. Keep scrolling to uncover our step-by-step guide to achieving that “very demure” face…
01 PREP AND PRIME
Just like all make up looks, preparation is key. Once your skin care routine is complete (we’re talking cleanser, toner, serum, moisturiser and of course, SPF) start with applying a pore-blurring primer like VIEVE’s Skin Nova to hydrate, brighten and boost your luminosity (it’s giving: lit-from-within). Using your fingers, apply the formula to bare skin, ensuring you cover all areas.
SHOP ALL PRIMERS >>>02 BUILD A BARELY-THERE BASE
Next up is the no make up, make up complexion. The key to Demure look is a natural-looking base, so tinted moisturisers or light-to-medium coverage foundations are ideal. These lightweight formulas help to unify uneven tone while keeping your skin looking like, well, skin. Apply your chosen formula with a foundation brush or sponge and take your time to blend well – ensuring the shade matches your skin tone.
SHOP ALL FOUNDATIONS >>>03 DEFINE WITH NEUTRAL EYESHADOWS
When it comes to your eyes, stick with neutral eyeshadows that enhance their natural shape – we’re talking browns, beiges, nudes or any coffee-inspired hue. Eyeshadow palettes such as Charlotte Tilbury's Easy Eye Palette in 'Super Nudes' are packed with blendable and buttery-smooth pans to complement all skin tones. Simply sweep a soft brown shade across your lids, before adding a darker shade along the crease for depth and definition.
SHOP ALL EYESHADOWS >>>04 BOOST A NATURAL FLUSH
You can’t get any more demure than naturally flushed cheeks. Creamy blushers – such as Westman Atelier's Baby Cheeks Blush Stick or Saie's Dew Blush – add a subtle pop colour, as if you’ve just enjoyed a crisp lunchtime walk. Apply the formula to the apples of your cheeks and blend it upwards towards your temples.
SHOP ALL BLUSHERS >>>05 ADD A DUSTING OF BRONZER
To complete your complexion, finish off with a light dusting of your go-to bronzer. This adds dimension without being too dramatic. Lightly sweep matte powders such as Benefit’s Hoola Matte Bronzer across your cheekbones, forehead and jawline for a naturally sculpted sign-off.
SHOP ALL BRONZERS >>>06 BRUSH YOUR BROWS
Groomed brows go hand in hand with Demure make up – they are the feature that frame your face, after all. Using your trusted brow pencil or pomade, fill in any sparse areas then set your strays in place with Anastasia Beverly Hills Clear Brow Gel or Kosas’ AIR BROW Clear Lifting Treatment Gel.
SHOP ALL BROWS >>>07 OPT FOR KITTEN LINER
While a feline flick isn’t a must when it comes this look, it is a classic way to polish off your look. Tying into the trend’s less-is-more philosophy, we suggest swapping the classic cat eye for kitten eyeliner. Why? Because it’s cleaner, daintier and easier to achieve (very mindful). Using a thin liquid liner (we’re reaching for NYX Professional Makeup’s Epic Ink Liner), apply the pigment from the centre of your eye, then using short, thin strokes draw along the remainder of your lash line – giving it a tiny flick at the end.
SHOP ALL EYELINERS >>>08 LENGTHEN YOUR LASHES
Finish your eye look with a touch of mascara that will have your lashes whispering, not shouting. Using Sweed’s Lash Lift Mascara, lengthen your lashes to give them a natural lift. Keep your layering to a minimum for an understated finish that’s, you guessed it, very demure.
SHOP ALL MASCARAS >>>09 SIGN OFF WITH SOFTLY SPOKEN LIPS
Just like your blusher, your lipstick should closely match your natural lip colour, enhancing your pout without drawing too much attention. Start by defining your lip line with a matching lip liner, before applying your lipstick. For a cutesy finish, we suggest layering your look with a gloss, balm or oil. Famed favourites such as Summer Friday’s Dream Lip Oil provide a mirror-like shine while hydrating for up to 24 hours. It’s a win-win.
SHOP ALL LIP MAKE UP>>>10 LOCK YOUR LOOK IN PLACE
And last, but by no means least, lock your look in place with your chosen setting spray. Creating an invisible mask over your complexion, the make up marvel reduces the risk of any smudging or budging as you go from meeting to meeting.
SHOP ALL SETTING SPRAYS >>>Et voilà, there you have it a mindful, cutesy make up look that is subtle yet makes an undeniable statement. Just remember to embrace the same mindset that comes with it...
SHOP ALL MAKE UP >>> 
