In the realm of professional development, the conversation around authenticity and presentation continues to evolve, particularly within diverse communities. Recently, Puerto Rican Chicagoan and plus-size beauty influencer Joolie Annie has been making waves on TikTok with her series addressing the nuances of maintaining demurity in the workplace. Known for her transparency, Joolie Annie has long used her platform to challenge societal norms, embracing her identity as a plus-size transwoman despite the backlash. In this particular series, she blends sarcasm and wit to explore the often-unspoken expectations of beauty and femininity standards at work. With nearly 25 million views on her most popular video, Joolie Annie’s content resonates deeply, especially as she encourages others to embrace their authenticity and create content consistently, even when it’s challenging. Here’s how to keep it demure and mindful at work, according to Joolie Annie.
Who Is Joolie Annie?
Joolie Annie Marie is a plus-size beauty influencer who has been posting content from her channels over the last two years. Her collaborations include One Size Beauty, a brand founded by fellow beauty influencer and makeup artist, Patrick Starr. According to their Instagram bio and overall mission, “makeup is a one/size fits all” experience drawing attention towards inclusivity in the beauty space. Joolie Annie’s work reflects the same values which can be seen in her videos and heard in the messages that she spreads. She also speaks to her weightloss journey which she says has more to do with standing in her femininity than a number on the scale. In the same breath, her content around demurity and mindfulness is the comic relief we need within the beauty space and around stereotypes.
What Does “Keeping It Demure & Mindful (At Work)” Mean?
Demure, by definition, means reserved and modest while mindful means aware. Joolie recorded a few videos where she spoke to these concepts before the fourth one skyrocketed into social media stardom. The most successful of her video entries spoke to how to be demure and modest and respectful at the workplace. Kourtney Kardashian first uttered the term publicly while getting her makeup done by her baby sister and makeup mogul, Kylie Jenner of Kylie Cosmetics. Joolie Annie’s use of ‘demure’ features a bit more context. With 25M views garnered, Annie’s version sheds light on societal views of femininity, pop culture, trans beauty and workplace expectations all at once. Here are a few of her tips:
- She asks her ‘divas’, feminine followers, to interview in the way that they plan to show up daily.
- Add a little oil to their wigs and maybe a braid at the front: very demure.
- Keep things modest, showing minimal skin instead of the deeper cut tops that some may prefer. Makeup should be mindful, avoiding green cut creases or ‘clown-like’ makeup that she says isn’t for the workplace.
In a very monotone way, poking fun at the Kardashian’s way of speaking, Joolie Annie’s video series feels very matter-of-fact and explanatory about the role of beauty in our appearance and how we’re perceived.
What’s Really Being Said About Women, Demurity & Mindfulness?
The societal conversation around women, demurity and mindfulness is a complex one: one that trans women have been excluded from in some instances and at the center of in others. Trans folks, and especially trans women of color, are constantly judged for their approximation to demurity and their expressions of beauty are constantly being clocked rather than accepted. Joolie pokes fun at these concepts while seemingly attempting to fulfill them. Blonde locks, fluffy lashes and semi-bold eye makeup are worn by Joolie as she speaks about bringing your best most professional self to work. For Joolie Annie, though, demurity and mindfulness go beyond looks into how we treat one another at work and beyond, and she sheds light on that aspect too.
Ultimately, the trend asks us not only how to keep it demure and mindful at work but how to embrace one another, how to keep it professional, how to create our own rules and determine which ones we actually want to follow. And for these questions to be asked within the beauty space, by a person who represents legacy within beauty and politics is not just major…it’s very demure, very mindful. Joolie Annie Marie’s millions of views have also afforded her the opportunity to fund her transition.
