Dictionary.com has named “demure” as its 2024 Word of the Year, following a surge in its usage on social media, largely attributed to a viral TikTok video by Jools Lebron. In the video, Lebron, a 31-year-old transgender TikToker, shares workplace appearance tips while using the phrase “very demure, very mindful,” which quickly gained popularity.
According to Dictionary.com, its lexicographers selected the word after analyzing extensive data from news headlines, social media trends, and search engine queries. The site noted a remarkable 1,200% increase in the term’s usage across digital media between January and August 2024. Traditionally used to describe someone reserved, modest, or quiet, “demure” has evolved on social media to refer to a sophisticated and polished appearance or demeanor, particularly in professional settings. This shift comes as many workers return to offices after years of hybrid and remote work.
Lebron’s viral TikTok video features her sitting in a car with makeup on, captioned, “How to be demure … at the workplace.” She emphasizes the importance of subtle, professional makeup, contrasting it with exaggerated styles. “You see how I do my make-up for work? Very demure, very mindful,” she says, adding, “I don’t look like a clown when I go to work. I’m very modest. I’m very mindful.” The video, which has garnered 5 million likes, sparked countless recreations and memes, with users mimicking or repurposing Lebron’s voiceover.
In addition to “demure,” Dictionary.com’s shortlist for 2024’s Word of the Year included “brainrot,” “brat,” “weird,” “Midwest nice,” and “extreme weather.”
