The Demure Food TikTok Trend, Explained

TikTok has been abuzz with creators giving their daily activities the "demure" makeover, possibly one of the more inchoate trends out there at the moment. Popularized by beauty influencer Jools Lebron, the original demure video on TikTok featured her take on what it means to be demure while putting on makeup for work. Subsequent posts saw the influencer talk about demure hairstyling, demure workplace etiquette, and even demure de-boarding from a plane. The demure trend that got us excited is Lebron's take on demure foods and eating habits. 

The definition for what a "demure" food is evolving by the post, but seems a sort of natural offshoot of "girl dinner," in the vein of minimalistic and considered. While everyone seems to have a different take on what exactly a demure dish constitutes (everything from avocado to chocolate cake are contenders), the trend is more about an approach to eating than the actual ingredients. 

While the dictionary meaning of demure is reserved or modest, Lebron gives context to the trend she's started by regularly following up the new-to-many term with "cutesy" and "mindful." As anyone obsessed with the subtleties of gastronomy will tell you, dishes (even the actual dishes, or plates) can be cutesy, and cooking and eating should never stray from a mindful place. While food is surely fuel, it's also one of the richest elements of human experience, and we need to remind ourselves of its capacity to surprise and delight us, even when we're the ones putting it together. 

In one TikTok, Lebron talks about choosing salad over a plate of wings as her after-work meal. In another, she delves into her midnight munchies, which consist of a StarKist Tuna Salad eaten without the relish to cut out calories. However, the concept here is broader than just counting calories or eating healthy. It seems that what Lebron is really championing is eating with more intention — mindful and thoughtful!

The demure trend is also an antithesis of the brat summer trend from a few months ago, which championed a more chaotic energy as well as the use of strong shades of green. Food-wise, this translated to a bevy of, mostly experimental, but lush and fresh green dishes. Verdant favorites like avocados, green pesto, and even the-then viral green goddess salad, can all be very demure because they channel the trend's mindful eating aspect while being understated yet delicious. Just don't add edible green glitter to your guacamole.

Another way to look at it is the foods to avoid in order to best channel your "demurity." Processed foods are not very demure or mindful, so even though they're definitely worth trying (and arguably cutesy), go easy on sugary experiments like fluffy Coca-Cola and scrambled pancakes. Instead, choose dishes that use and highlight the flavors of fresh ingredients. 

Italian-inspired food is the answer to most menu conundrums and a great source for meal ideas. Think deliciously fluffy gnocchi in a blushing red tomato sauce or simple crostini with roasted vegetables. You can even take inspiration directly from the demure influencer herself and whip up a tuna salad with creamy avocado dressing. It might just be a TikTok trend but demure food is better thought of as a broader philosophy of mindful eating (and feeding others) without compromising on enjoyment and deliciousness.

The demure trend must also be taken with a touch of irony, as Lebron herself demonstrates. In her tuna salad video, she gives viewers a peek at the rest of her munchies, which include a tub of Häagen-Dazs and an assortment of snacks. Similarly, a TikTok video about being demure and drinking soda at airport bars instead of getting drunk ends with Lebron sipping on what looks like whiskey on the rocks and likely using her Sprite as a chaser. It's all pretty tongue-in-cheek.