Celebrities jump on the viral ‘low-key’ TikTok trend

When a new term pops up on social media, it's sure to be used to its full potential. Kicked off by the self-proclaimed “Miss Demure,” TikTok user @joolieannie made a splash online with her viral “Work Make Up” video, which garnered 33.3 million views. In it, she explained that her makeup for work is “very desimure, very mindful,” implying that her makeup is subtle and appropriate for work. The famous phrase has since made everyone more demure overnight.

@joolieannie #fyp #demure ♬ Original sound – Jools Lebron

The trend has made its way onto celebrity social media feeds and has since prompted major stars and brands to flaunt their modesty and jump on the “low key” bandwagon.

Jennifer Lopez demurely demonstrated how she drinks a cocktail. “See how I do it when I drink from the bottle? Very demure, I don't just gulp it all down,” she said. “Little by little. Elegant. Swelling. Demure. Mindful,” she continued playfully.

Lopez isn't the only celebrity who maintains a low-key lifestyle. Penn Badgley, Khloe Kardashian and RuPaul, to name a few, are among the many celebrities who have joined the trend, which has even made its way to the White House.

The White House shared a post of Joe Biden sitting demurely with the caption, “Forgiving the student debt of nearly 5 million Americans through various measures. Very thoughtful. Very demure.”

@maybelline_uk Maybe it's very low key, maybe it's Maybelline #verylowkey #lowkey ♬ Original sound – MaybellineUK

The viral success has changed Jools' life beyond fame. Jools shared an update on the opportunities the viral moment has opened up for her in a TikTok video: “One day I was playing cashier and making videos on my break and now I'm flying around countries hosting events and I'm going to be able to fund the rest of my transition.” Jools has since become the face and voice of “humility” and continues to remind her followers to be “mindful” in many aspects of life.

Really very thoughtful and reserved of her.

@joolieannie #fyp #demure ♬ Original sound – Jools Lebron