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What does "Demure" mean and Why is it all over your feed?

Ellie Waiton
Aug 20, 2024
2 min read

If you've been scrolling through TikTok lately, you might have come across a word that’s suddenly everywhere: demure. It all started with creator @joolieannie, whose vlog style content has been blowing up. Earlier this month, she posted a series of videos on how to look "demure" at work, and the internet went wild. In her viral video, she showed off her makeup routine, saying, "See how I do my makeup for work? Very demure, very mindful." Since then, her video has become a template for others to create similar content, with many using her original audio to hop on the trend.

But here’s the thing: a lot of people are using the word "demure" without actually knowing what it means. So, let’s break it down.

So, what does "Demure" mean?

"Demure" is a word that's been around for a while, usually used to describe someone, especially a woman, who is modest, reserved, or shy in how they act or present themselves. Think of it as a kind of quiet confidence - you're not trying to grab everyone's attention, but you still carry yourself with grace. It’s that effortlessly elegant vibe.

When we talk about "demure" makeup or fashion, we’re usually talking about looks that are understated and classy, without being too loud or flashy. Imagine soft makeup tones, simple yet chic outfits, and a calm, composed demeanour. It’s about looking put together without screaming for attention.

A lady wearing a blue business suit with a Demure look in a white room.

Why is it trending?

Thanks to @joolieannie, "demure" has become the new buzzword for those looking to nail a polished and professional look, especially at work. Her videos are all about embracing that low key, sophisticated style that says, "I’m here to do my job, and I’m doing it with style." It’s a vibe that resonates with a lot of people, especially as the world gets back into office mode post pandemic.

But as this trend blew up, it seems that not everyone was clear on what "demure" really meant. The word has been around forever, but its recent rise in popularity has people running to Google to figure out exactly what it means.

How "Demure" is taking over social media, even LinkedIn

The word "demure" isn’t just trending on TikTok - it’s spreading across all social media platforms. Instagram influencers are using it to describe everything from fashion to home decor, while Twitter users are sharing their "demure vibes" in a more playful way. Even LinkedIn has caught on, with social media marketers praising the "demure" approach in personal branding and corporate communications. In a world where bold and flashy once dominated, "demure" is becoming the go-to word for a new kind of subtle, confident expression.

Live Forever? Oasis might do just that!

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15 May 2025

Mollie Waiton

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Stop crying your heart out, Oasis is reuniting! The moment fans have been dreaming of for 15 years, Liam and Noel Gallagher have put their differences aside to put on a show, touring the UK.

Talk Tonight? Clearly, they finally did!

Concert crowd with raised hands silhouetted against bright stage lights. The atmosphere is energetic and lively, with a smoky background.

Oasis's rise to fame started in 1991, in Manchester. Liam Gallagher was the singer, and Noel the guitarist and songwriter. Their album Definitely Maybe, released in 1994, became the fastest-selling debut in UK history at the time. This was then followed by (What's the Story) Morning Glory?, released in 1995, which included Wonderwall, Don’t Look Back in Anger, and Champagne Supernova, all now iconic songs. Alongside Blur, they became the face of Britpop. Oasis are unique because they symbolised 1990s working-class pride and British spirit through both their personalities and their music. They famously played to over 250,000 fans over two nights at Knebworth in 1996. Oasis eventually split in 2009 in Paris after Noel said that he "simply could not go on working with Liam." Both brothers moved on to solo careers, throwing jabs at each other in interviews and on social media.

Once this iconic duo split, Noel Gallagher formed Noel Gallagher’s High Flying Birds, which earned him successful solo albums. Liam Gallagher formed Beady Eye with other former Oasis bandmates and later released his own solo albums, As You Were and Why Me? Why Not. Liam often begged for Oasis to reunite, but Noel didn’t like the idea and said it was "not worth it." Both Gallagher brothers hinted at a reunion; for example, Liam aimed songs at Noel during live shows, and Noel hinted that "the door was never completely closed" in an interview in 2023.

When Oasis finally confirmed the reunion, the initial announcement included a world tour, starting with major UK cities. However, there are rumours that they could headline Glastonbury, Reading, and Leeds. Noel and Liam are both involved, but Bonehead and Guigsy’s return hasn’t been confirmed. They have also hinted at making one or two new tracks to perform on the tour, but Noel has said that they want to "celebrate the old songs first." The main focus will be on Definitely Maybe and (What's the Story) Morning Glory?. In their interviews, it is clear that there is still tension between the two, but they are putting their differences aside for the fans and, most likely, the money. So even though they say they’ve made peace, I say we shouldn’t put our lives in the hands of a rock ’n’ roll band just yet.

The Oasis reunion isn’t just another tour; it’s history, the revival of an era that shaped Britpop. Fans never thought they would see the day. However, I think we are all wondering: can the Gallagher brothers really stay civil? Maybe they will live forever… or at least long enough to play Wonderwall one more time.