Las Vegas, Nevada – The word “demure” has been crowned as Dictionary.com’s 2024 word of the year, surpassing other contenders like “brainrot,” “brat,” and “weird.” The site announced this decision on Monday, attributing the word’s meteoric rise in usage to TikToker and beauty influencer Jools Lebron’s popularization of the phrase “very demure, very mindful” in a series of satirical videos that captured the internet’s attention.

Historically, “demure” has been used to describe discrete and reserved behavior. However, a new usage has emerged through social media, focusing on a person’s appearance and conduct in work or public settings. The word experienced a staggering 1,200% surge in usage between January and August, largely due to Lebron’s influence.

Lebron, who is transgender, shared that the success of her “demure” videos has financially supported her transition. With over 2.3 million followers on TikTok, Lebron’s fame has reached new heights through her satirical approach to the concept of demureness.

Notable figures like Kim Kardashian, Jennifer Lopez, and RuPaul have all hopped on the trend to promote their brands, incorporating the word “demure” in their social media posts. Whether it’s endorsing shapewear or elegantly sipping cocktails, these celebrities have embraced the concept of demureness in their marketing strategies.

Dictionary.com’s decision to select “demure” as the word of the year was informed by a thorough analysis of social media trends, news headlines, and common vocabulary usage. The site aims to capture the essence of the year through a word that transcends online conversations and becomes a part of everyday language.

In contrast, the word of the year in 2023 was “hallucinate,” reflecting the rise of chatbots and artificial intelligence contributing to misinformation. Similarly, “brat” gained newfound significance in 2024 and was named Collins Dictionary’s word of the year for sparking discussions both online and offline. These word choices reflect the evolving nature of language and its adaptation to current cultural trends.