Dictionary.com declared "demure" the 2024 word of the year after viral videos by TikToker Jools Lebron popularized the term.

Dictionary.com names "demure" as the year's top word following Jools Lebron’s satirical TikTok video reminding women to be “very mindful, very demure” in the workplace.

We've all known since August that this was the year to be demure … but Dictionary.com has now made it even more official by announcing that "demure" is its word of the year (via Time ). This year, as Brat summer started to wind down, a new supreme was rising: Jools Lebron.

The world’s leading digital dictionary's lexicographers analyzed a massive amount of data to determine what word would best capture the cultural zeitgeist of 2024.

Thanks to Jools Lebron, demure has become Dictionary.com's word of the year, after the creator's viral video blew up on social media.

Dictionary.com announced its 2024 Word of the Year as “demure,” for which we can thank TikToker Jools Lebron. Her August viral TikTok video increased the word’s usage online by nearly 1200%.

To select the 2024 Word of the Year, our lexicographers analyzed a large amount of data including newsworthy headlines, trends on social media, search engine results, and more to identify words that made an impact on our conversations, online and in the real world.

Traditionally, demure describes someone who is reserved or modest in their behavior, but this year it's taken on a new meaning, especially among social media and beauty influencers.