The Viral “Demure” TikTok Video Spawns Host of “Mindful” Makeup and Merch

Jools Lebron's "very demure" TikTok has taken the internet by storm. It was only right to round up the best merch associated with the viral trend, plus beauty products that fit the bill.

By Erin Lassner

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Erin Lassner

E-Commerce Writer

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All this to say: the internet works fast. There’s already endless merch with the Tiktoker’s iconic catchphrases and buzzwords. And not to overdo it, but much of this merch is quite “cutesy” (another popular term in Lebron’s vernacular).

Below, we rounded up a combination of our favorite “demure” makeup (think no-makeup makeup vibes) and clothing, accessories and homeware with the creator’s signature sayings.

Very Demure Very Mindful Coquette Ribbon Cherry Case

$17.99 at Amazon

Available for all iPhone models, this case plays with both the coquette and demure trend.

Just Peachy Tees Co Very Demure Very Mindful T-Shirt

$24.99 at etsy

Wear it tucked into jeans or as an oversized look.

OGX Renewing Argan Oil of Morocco Mist

$10.69 at target

In the creator’s follow-up video to her original, she goes through her “approachable” work makeup routine: “See how I come to work very demure? I don’t wear too much makeup … I do a little hair oil on the wig, I do a little tinted moisturizer, I do a little brow gel — very considerate, very approachable, very demure.” Step 1: hair oil.

Clinique Moisture Surge Sheertint Hydrator SPF 25 Tinted Moisturizer

$44 at target

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

e.l.f. Brow Laminating Gel

$8 at target

Can’t forget the clear brow gel. This one is great for that coveted laminated look: it has a spoolie for precise application, a comb to separate and define and a brush to sculpt, shape and set.