What Was Up With That “Demure” Trend With Food, Anyway?

The "demure food" trend, which had captured the attention of TikTok, is all about embracing simplicity, mindfulness, and an understated elegance in what we eat. It's a concept that encourages stepping away from chaotic food trends and instead fostering a more thoughtful, minimalistic approach to dining. Led by beauty influencer Jools Lebron, the demure food trend is part of a larger movement that promotes grace, balance, and intention in daily life, including meals. At its core, it's about being "cutesy," intentional, and mindful of the food we consume, rather than focusing on indulgence or excess​.

The Concept of Demure

In the context of food, "demure" refers to a more reserved and mindful approach to eating. It's not about restricting yourself to a certain diet but about being present and considerate in your food choices. For Jools Lebron, who is credited with popularizing the term, the demure food trend is about appreciating the subtleties of each meal. It's about savoring wholesome, simple foods like a fresh salad or carefully prepared roasted vegetables. Rather than opting for the loud, vibrant trends like green goddess salads or over-the-top Instagrammable dishes, demure eating is more about appreciating quiet, intentional flavors that nourish the body and mind​.

A Counter to the "Brat Summer" and Other Loud Trends

The demure food trend came at a time when bold, chaotic trends like "brat summer" were in full swing. Where brat summer was all about indulgence, big flavors, and spontaneous energy, the demure approach offered a more restrained, mindful alternative. While brat summer celebrated carefree excess—think big, messy meals and party vibes—demure eating embraced moderation and balance. It's not about skipping the fun; it's about creating a more intentional relationship with food. For example, while a big plate of wings might be appealing, the demure approach might choose a smaller, more delicate dish with plenty of room for appreciation of flavors and textures.

The Visual Appeal

The demure food trend also had an aesthetic quality, emphasizing clean, simple presentations over elaborate, visually loud dishes. TikTok videos associated with this trend often show well-composed, artfully plated meals that are both appetizing and understated. Think simple pasta with tomato sauce or a tuna salad that highlights the beauty of fresh ingredients. The demure approach encouraged people to focus on the natural beauty of their meals and to enjoy them without excessive garnishes or flashy techniques. This aesthetic was a reminder that elegance doesn't have to be loud or attention-grabbing—sometimes, less really is more​.

A Mindful Approach to Everyday Meals

In practical terms, demure eating was about taking the time to savor your meals and be present while eating. This means avoiding distractions, like scrolling through your phone or binge-watching TV while you eat. It's about focusing on the flavors, textures, and nourishment your food provides. It also aligns with the growing awareness around mindful eating, which encourages individuals to listen to their bodies, understand their hunger cues, and avoid overeating. The demure trend pushed this even further by emphasizing not just physical nourishment but also mental and emotional satisfaction. It's about enjoying meals that make you feel good in a holistic sense, not just because they're trendy or indulgent.