TikTok’s “Demure Fall” trend grabs brand attention

The Future. In the fast-paced world of social media, “Brat Summer,” driven by Charli XCX’s viral album, has shifted into “Demure Fall,” a new phenomenon led by TikTok beauty creator Jools Lebron. The trend, which redefines “demure” with a playful spin on traditional femininity, has captivated brands and creators alike. To stay competitive, marketers may not only have to respond to viral content as soon as it appears but also tap into the zeitgeist more often for humorous (but pointed) content that speaks to younger audiences.

Etiquette meets satire
Over the last week, Jools Lebron has guided her 1.2 million TikTok followers on how to be “demure,” “mindful,” and “cutesy” in everyday situations, from boarding a plane to picking up an ID at a bar.

• Brands are embracing this trend, with Sour Patch Kids dubbing their flavor “mindful” and “demure” and Tinder promoting “mindful, cutesy, and demure” qualities in romantic partners.
• MAC Cosmetics and others like Kiehl’s, Free People, and Kate Spade have jumped on the trend, using Lebron’s content to market their products in a tongue-in-cheek way.

Modesty is the new cool
While Lebron’s satirical take on “demure” might not meet Emily Post’s etiquette standards, it refers to an elegant abstract energy that brands and creators can harness positively.

Expect more businesses to draw on sardonic content this fall to connect with younger consumers who appreciate humor and cultural commentary.