Traditionally, women considered "demure" behave in a way that is modest, reserved and inoffensive to the point that they鈥檙e barely visible.
Jools Lebron, a makeup artist and prolific TikTok user, has appointed herself as the But her version of the term is far more expansive than the traditional definition 鈥撯 being demure to Lebron extends to the makeup you wear, how you style your wig and and stand in the aisle when a plane lands.
鈥淵ou see how I do my makeup for work? Very demure. Very mindful,鈥 she in one TikTok. 鈥淭he way I came to the interview is the way I go to the job. A lot of you girls go to the interview looking like and go to the job looking like Patty and Selma. Not demure.
Be mindful of why they hired you,鈥 she goes on. 鈥淗ere鈥檚 your reality check, diva. What鈥檚 the name you鈥檇 like me to make it out to?鈥
But by using 鈥渄emure鈥 to describe her trivial daily habits (and often directly refuting her own guidance), Lebron, who鈥檚 also a , is poking fun at gender norms and traits associated with womanhood.
In the aforementioned TikTok, she avows that she would never go to work with a 鈥済reen cut crease,鈥 a dramatic style of eyeshadow, because the look is 鈥渘ot demure.鈥 In another video, she reveals that she arrived on her first day of work at Texas Roadhouse with that very style of makeup.
鈥淓very video is me just referencing me,鈥 she explaining the joke after users criticized her for 鈥渏udging鈥 the way people show up to work. 鈥淭hat鈥檚 the joke!鈥
The satire is clearest in a in which she asserts that she鈥檚 going to behave in a demure, mindful way while going out on the Las Vegas Strip. Her sober assertions that she鈥檒l be back in bed by 10 p.m. are intercut with scenes of Lebron from later that night, giggling at a club and struggling to find her hotel room.
Other ways to be demure, according to Lebron: a little packet of StarKist tuna as a midnight snack. someone鈥檚 new haircut even if it鈥檚 not your style. a scarf around the lace front of your wig when there are Taco Bell refried beans stuck in it so you don鈥檛 offend the employees of CVS Pharmacy after you鈥檝e had a big night out.
She鈥檚 inspired many women to film themselves behaving demurely as defined by Lebron: at Sephora without making a mess, one half at a time, while reading instead of a receipt or another loose item.
One account even Vice President Kamala Harris鈥 campaign as 鈥渧ery demure, very mindful鈥 when compared to the campaign of former President Donald Trump and his running mate, Ohio GOP Sen. JD Vance. (The Lincoln Project also making fun of Vance and his appearance.)
Lebron jokingly promises in her videos that she鈥檚 making herself dainty and modest. But in a from this week, she drops the act and says that her frequent refrain of being 鈥渕indful鈥 also means considering one鈥檚 goals and pursuing them with confidence.
鈥淥ne thing you need to learn about being demurity, about being demure 鈥撯 being demure is being mindful, and being mindful includes your f**king self,鈥 she says. 鈥淐hase those dreams. Be responsible. Be mindful, be demure and don鈥檛 ever let no b*tch dull your shine.鈥
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
B.C. NDP leader David Eby took a break from campaigning Monday to address stunning new allegations from the RCMP that Indian diplomats and consular officials are linked to violent criminal activity on Canadian soil.
'Escalating incidents' between two Hamilton high schools are believed to be connected to a car crash last week that left a 15-year-old boy dead, police say.
A major American retailer has stopped selling its new winter-themed candle over backlash from shoppers who said its design resembled Ku Klux Klan hoods.
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The father of a 10-year-old girl found dead in her home in England fled to Pakistan and called U.K. police from there to say he had killed her, a jury heard Monday.
Four guests at an Airbnb east of Toronto made off with a quarter of million dollars worth of jewelry following their stay, police say.
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Embattled B.C. Conservative candidate Brent Chapman is under fire once again, this time for past Facebook comments casting doubt on the official accounts of mass shooting events in Canada and the U.S.
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British Columbia's New Democratic Party says it is responsible for a parody social media post that has B.C. Conservative Leader John Rustad promising to bring back McDonald's McRib sandwiches.
The Alberta government is proposing additional restrictions on wind and solar farms that conservationists think are more about limiting renewable energy than protecting the environment.
U.S. Vice-President Kamala Harris announced a plan on Monday to give Black men more economic opportunities and other chances to thrive as she works to energize a key voting bloc that has Democrats concerned about a lack of enthusiasm.
An Israeli airstrike hit an apartment building in northern Lebanon on Monday, killing at least 21 people, according to the Lebanese Red Cross.
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Florida counties hard hit by Hurricane Milton are returning to a semblance of normalcy, with power restored to most areas on Monday, gas stations reopening and students preparing to return to school.
A bus carrying university students crashed and overturned on a highway in northeastern Egypt Monday, killing 12 people and injuring 33 others, the health ministry said in a statement.
Russia said Monday it captured the village of Levadne in southern Ukraine as it probes for weaknesses along the war 's roughly 1,000-kilometre (600-mile) front line, including in eastern areas that are the main focus of Moscow's military effort before winter arrives.
The RCMP is alleging Indian diplomats and consular officials based in Canada engaged in clandestine activities linked to serious criminal activity in this country, including homicides and extortions.
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Sean 鈥淒iddy鈥 Combs was hit Monday with a new wave of lawsuits accusing him of raping women, sexually assaulting men and molesting a 16-year-old boy. It is the first time he鈥檚 been sued by a person alleging they were abused as a minor.
Canadian stand-up comedian and former talk show host Mike Bullard has died.
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The Nobel memorial prize in economics was awarded Monday to three economists who have studied why some countries are rich and others poor and have documented that freer, open societies are more likely to prosper.
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The Celtic Colours Festival is taking place at venues around Cape Breton Island in Nova Scotia from Oct. 11 to 19.
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Utah Hockey Club right-wing Dylan Guenther, Winnipeg Jets goaltender Connor Hellebuyck and Vegas Golden Knights center Jack Eichel have been named the NHL鈥檚 three stars of the week.
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Tesla CEO Elon Musk unveiled on Thursday his vision of a 'a fun, exciting future,' an 'age of abundance' full of his company鈥檚 self-driving cars without steering wheels, parking lots turned into parks and robots that will walk among the population 鈥 that he once again promised would be available within a few years.
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Hundreds of people bundled up to take part in a longstanding Thanksgiving Day tradition in Kitchener.
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As provincial elections play out in British Columbia, Saskatchewan and New Brunswick this month, there are pledges to provide more fertility treatment coverage.
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A major American retailer has stopped selling its new winter-themed candle over backlash from shoppers who said its design resembled Ku Klux Klan hoods.
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Smash Pickleball is the region鈥檚 only indoor facility dedicated specifically to the sport.
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The Busby Centre in Barrie held a first-ever Thanksgiving meal Monday afternoon, serving meals to more than 150 people.
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Nearly two years after a man was stabbed to death in downtown Kelowna, RCMP have made an arrest in the case.
The Vancouver Giants scored late to force overtime before winning 4-3 over the Lethbridge Hurricanes Friday night.
If you鈥檙e looking for something to do this long weekend, the Lethbridge Corn Maze is open and hosting its annual fundraiser on Monday.
Local photographers were amazed by the aurora borealis display in the night sky over Lethbridge on Thursday night.
A 36-year-old man is charged with drug-impaired and dangerous driving after a head-on crash in northwest Ontario last Thursday.
Provincial police in Hearst, Ont., stopped an unlicensed northwestern Ontario driver for a聽morning traffic infraction.
A 32-year-old woman has been charged in connection with the death of an 18-year-old man this past January, according to Ontario Provincial Police.
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A Conservative MP from Newfoundland and Labrador says some small towns in his rural riding are overrun with crime, but police say they haven't received reports to that effect.
As millions in federal funding flow into a Labrador group whose claims of Inuit identity have been rejected by Indigenous organizations across Canada, a national Inuit leader worries the Liberal government is putting the rights of Indigenous Peoples at risk.
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