10 Must-Have Products for a ‘Very Demure’ Beauty Routine

If you haven’t caught on yet, we’re in our “very demure, very mindful” era, thanks to TikTok creator @Joolieannie, aka Jools Lebron, who has everyone minding their manners. The trend took off days after Lebron posted a video on “How to be Demure at Work.” While the creator may have started with tongue-in-cheek advice, it’s taken off with countless users now sharing their “mindful” and “modest” approaches to just about everything. Joining in on the fun are beauty brand founders like Patrick Ta, who brilliantly invited Lebron to help launch his highly anticipated new foundation this week.

The overarching idea of the trend? Whatever you do, don’t do too much. In the beauty realm, that means reaching for products that help you create an understated look. Think minimal makeup, neutral tones, and natural finishes—nothing too statement-making. For example, as the content creator puts it: “Green cut-crease? Not demure and not mindful.” Instead, a “very demure” beauty routine is all about enhancing your natural features. Here are a few products to help you get the look.

1 / 10

Cinema Secrets Break It Down Waterproof Makeup Remover ($20)

Start your “demure” makeup routine by gently removing every trace of makeup with this dual-phase makeup remover. It’s the perfect first step in a mindful double cleanse, infused with aloe leaf extract, Japanese green tea and glycerin extract, leaving skin hydrated and refreshed.

• BUY NOW – $20

2 / 10

U Beauty Plasma Lip Compound in Tulle ($68)

For lips that are “very mindful,” this transformative treatment offers a 3D pillow-effect for a demure yet luxurious look. Lock in hydration and soften your lips with every application, achieving a modest but noticeable plump.

• BUY NOW – $68

3 / 10

Embryolisse Radiant Complexion Cream ($32)

Embrace a no-makeup look with this universally flattering pink cream that helps you look “awake.” Made with 96 percent natural ingredients, it plumps and illuminates your skin, giving a radiant glow that looks “very presentable,” as Lebron would say.

• BUY NOW – $32

4 / 10

Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation ($58)

Patrick Ta brought Lebron to New York to help announce his new foundation, which is launching on August 27. It’s formulated to enhance your natural beauty with the help of a lightweight, luminous finish. Lebron wore the foundation in a “subtle and refined way,” captivating a room full of beauty editors and influencers.

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5 / 10

LaBomme Angle Baby Eyeliner ($20)

This innovative eyeliner features an adjustable 360-degree applicator tip, making it easy to create a precise line without accidentally doing too much.

• BUY NOW – $30

6 / 10

MAC Cosmetics Glow Play Cushiony Blush in Cheer Up ($32)

This blush brings a cutesy pop of color with a sheer-to-medium, buildable formula that’s lightweight and cushiony. Its natural glow effect and skin-conditioning ingredients align perfectly with the considerate approach.

• BUY ON MAC – $34
• BUY ON NORDSTROM – $34

7 / 10

Sol de Janeiro Cheirosa 76 Perfume Mist ($25)

This amber floral fragrance is both captivating and considerate, with notes of black currant, vanilla crème and amber woods. It’s the perfect approachable yet intoxicating scent.

• BUY ON SOL DE JANEIRO – $25
• BUY ON SEPHORA – $25

8 / 10

Polite Society B.I.G. Mouth Lip Plumping Oil Gloss ($27)

For a bold yet natural-looking pout, this plumping gloss is infused with blueberry oil, infinity pepper and ginger root oil. Available in three new shades, it offers a luxurious finish while staying true to cutesy vibe.

• BUY ON POLITE SOCIETY – $27
• BUY ON ULTA – $27

9 / 10

Sulwhasoo Glowing Lip Balm ($38)

This lip balm softly hydrates and smooths lips with ginseng and shea butter for a delicate, natural tint or clear finish that enhances a simple, sweet, and elegant style.

• BUY NOW – $38

10 / 10

ILIA Beauty Lightshift Cream Highlighter ($38)

This antioxidant-packed formula shifts from cream to powder, offering a subtle, natural glow that complements a minimalist, understated look.

• BUY ON ILIA – $38
• BUY ON SEPHORA – $38