Whisper-Soft Beauty: How the Internet Is Embracing the Demure Beauty Trend

With a TikTok trend that's gone viral faster than you can say "contour," being demure is the antithesis of the brat summer wave we've been riding all season long. "You see how I do my makeup for work? Very demure, very mindful," says TikTok user Jools Lebron (@joolieannie) in a video that's surpassed 1 million likes and counting. The beauty trend can best be described as a low-key look, tame enough for any event, but especially for those more professional and chill moments.

Being demure is "not coming to work with a green cut crease," as Lebron says. Quite the opposite of the maximalist energy we've grown accustom to online, this trend is a more carefree, bold approach to beauty. Unlike when smokey shadow and over-the-top eyeliner takes center stage, this trend focuses on soft hues, minimalist makeup, warm blush, groomed brows and barely-there eyeshadow. It's all about looking effortlessly gorgeous and proving that less is more.

While we predict being demure and mindful will pop into more than just our beauty trends, perhaps the unadorned and simple will mirror our need for rest and relaxation as we get into the fall season. We'll be watching out for makeup brands like Refy, Tower28, Kosas, Patrick Ta and others to create or recommend products that are multi-use, easy to apply and look "barely there" so we can continue being our demurest selves.