'Just Looking Like A WOW': Jasmine Kaur, The Woman Behind The Viral 2023 Meme — Where Is She Today?

Do you remember the viral meme “So beautiful, so elegant, just looking like a wow”? Yes, the iconic line that took the internet by storm in 2023 and was made famous by Delhi-based boutique owner Jasmine Kaur.It was a simple video, but as Jasmine casually delivered that now-famous line, she had no idea it would go so viral—eventually being picked up and recreated by Bollywood actors as well.However, while the line brought her immense fame, many now wonder: where is she today, and what is she doing now?The Origin of the Viral LineJasmine Kaur, who runs a Delhi-based boutique, owns an Instagram account called @designmachinesuitslive. She uploaded a video showcasing a dress from her shop, describing its features to promote sales. While explaining

the outfit, she casually said, “so beautiful, so elegant, just looking like a wow.”Unexpectedly, the phrase struck a chord with the internet and became wildly addictive. The video went massively viral, garnering over 14 million views, nearly 4 lakh likes, and close to 5,000 comments.

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A post shared by Jasmeen kaur (@designmachinesuitslive)

The Line’s Fame Reached BollywoodThe line became so popular that Jasmine was suddenly everywhere—across news platforms and social media. She turned into a widely discussed viral personality overnight, all because of a single line. Bollywood actors such as Deepika Padukone, Sanya Malhotra, and others were seen using the phrase in 2023.Beyond Bollywood, Jasmine also began appearing on television for promotional segments. Overnight, she became a major internet sensation, thanks not only to the viral line but also her bold voice, quirky selling style, and lively personality.But Then… (Her Rise and Fall)Although she became immensely famous in 2023, her viral moment was relatively short-lived. While she gained millions of followers and her subsequent videos initially continued to receive massive engagement, her presence among netizens gradually faded in the months that followed.Videos that once crossed the million-view mark stopped doing so. Still, Jasmine continued selling her products in her signature quirky style, hoping to strike gold again with another catchy phrase.And Then, October 2025In October 2025, the internet once again made her viral. This time, it wasn’t a catchy line but the shape of a dress she showcased in a video that grabbed attention. The clip exploded online, amassing 48 million views.

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A post shared by Jasmeen kaur (@designmachinesuitslive)

Fame That Comes and GoesHowever, the momentum didn’t last long again. Her videos eventually stopped hitting massive numbers, reflecting the unpredictable nature of internet fame. Sometimes she breaks the internet; other times, her content sees moderate reach.That said, people continue to search for her videos because of her distinct quirkiness, and Jasmine continues to keep her audience hooked with her energetic and lively content.