The Demure trend explained and merch and beauty inspired by the viral video

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Just 10 days ago, creator Jools Lebron (@joolieannie) created a TikTok video titled “How to be low key, humble and respectful in the workplace,” and people are completely hooked. If you're not already saying “low key” in every other sentence, just give yourself a day or two and you'll be completely hooked.

In the now-viral video with 19.9 million views and counting, Lebron says, “See how I do my makeup for work – very low key, very attentive… A lot of you girls go to the interview and look like Marge Simpson and go to work and look like Patty and Selma – not low key.” She repeats, “I'm very low key, I'm very attentive.” You get what I mean. Basically, when you watch the video, you'll instantly become addicted to categorizing everything in your life as “very low key” or “not low key.”

All of that to say: The internet works fast. There's already endless merchandising featuring the Tiktoker's iconic catchphrases and taglines. And not to put a fine line on it, but much of that merch is honestly very “cute” (another popular term in LeBron's vernacular).

Becca Designs – XO – Very Demure 90s Y2K Baby T-Shirt

Below, we've put together a combination of our favorite “modest” makeup (think makeup vibes without makeup) as well as clothing, accessories, and homewares featuring the creator's signature sayings. Let's stay mindful, respectful, and most of all, very reserved.

Very Demure Very Mindful Coquette Ribbon Cherry Case

OGX Renewing Argan Oil of Morocco Mist

In the follow-up video to her original, the creator goes over her “accessible” makeup routine at work: “See how low-key I am when I come to work? I don't do too much makeup… I put a little hair oil on the wig, I put a little tinted moisturizer, I put a little eyebrow gel – very considerate, very accessible, very low-key.” Step 1: Hair oil.

Gud Week Apparel Demoralized University Sweatshirt

Clinique Moisture Surge Sheertint Hydrator SPF 25 Tinted Moisturizer

Step 2: tinted moisturizer. We like this one from Clinique for a sheer and natural look.

elf Brow Laminating Gel

Not forgetting the transparent eyebrow gel. This is ideal for the coveted laminated look: it has a brow brush for precise application, a comb for separating and defining and a brush for shaping, designing and fixing.

Gemma Flo Wicks Smells Very Demure & Mindful Soy Candle

Just Peachy Tees Co T-Shirt with the inscription “Very reserved, very mindful”

Wild Fable Women's Elsa Mary Jane Ballerina Flats

Ballerinas just look modest, especially when they are on sale – so discreet and considerate.

Mark Glasgow Goods – Cap “Very reserved, very mindful”

Kiss Salon X-tend LED soft gel system

Nothing is more accessible than a fresh, clean manicure. Plus, Suni Lee entered (and won) a contest with this Salon X-tend manicure from Kiss. Bonus: It's super economical to do your nails at home.

Gallery Edge Car Magnet “Very reserved, very careful”

Brat meets demure.

The Demure trend explained and merch and beauty inspired by the viral video

Becca Designs – XO – Very Demure 90s Y2K Baby T-Shirt