‘Demure’ named 2024 word of the year

Photos from jooliannie/TikTok

“Demure,” a word that went viral after TikToker Jools Lebron used the catchphrase “very demure, very mindful” in a series of videos, has been named word of the year by Dictionary.com. 

Every year, Dictionary.com picks a word that captures “pivotal moments in language and culture.”

“These words serve as a linguistic time capsule, reflecting social trends and global events that defined the year,” the site states. 

Dictionary.com’s lexicographers analyzed social media trends, headlines and search results to identify the word of the year.

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

“Demure,” which describes shyness, modesty and a reserved personality, was first used between 1350 and 1400, according to Dictionary.com

The term took on a new meaning last August after Lebron posted her tongue-in-cheek video that amassed over 54 million views.

In her viral TikTok clip, she sarcastically showcased her “understated workplace persona” with make-up tips, with the now iconic line, “You see how I do my makeup for work? Very demure, very mindful.”

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“The word demure experienced a meteoric rise in usage in 2024. Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone,” Dictionary.com states.

Since Lebron’s upload, the term has dominated TikTok, with tens of thousands of users copying the phrase in satirical, playful ways.

Even celebrities like Jennifer Lopez, Olivia Rodrigo and Kim Kardashian, and brands like Verizon and Netflix joined the trend.

Thrilled to be the driving force behind Dictionary.com’s word of the year, Lebron celebrated the announcement in a TikTok video.

@joolieannie #duet with @Mara #greenscreen #fyp #demure #verydemure ♬ original sound – Mara

Dictionary.com also showcased other standout terms.

“Brat” was shortlisted, thanks to musician Charli XCX’s three-word tweet, “kamala IS brat,” redefining the term to characterize bold confidence.

Another shortlisted term, “brainrot,” refers to the effects of spending too much time consuming low-quality content on social media. 

“Extreme weather,” which surged amid record-breaking storms and heatwaves, “is not just a scientific term–it’s a part of everyday vocabulary,” according to Dictionary.com.