Source: The Hapa Blonde / Getty

Dictionary.com has crowned demure as the word of the year for 2024. 

The word demure, meaning shy, reserved, or modest, skyrocketed in popularity after lifestyle and beauty influencer Jools Lebron used it in a viral video shared on Aug. 5. In the video, the 31-year-old social media star coined the now-buzzing catchphrase, “very demure, very mindful,” as she advised fans on how to remain modest and respectful at work. The catch saying quickly took off and captured the attention of millions worldwide.

@joolieannie

#duet with @Mara #greenscreen #fyp #demure #verydemure

♬ original sound – Mara

According to Dictionary.com, thanks to Lebron, the word demure saw an astonishing surge in usage in 2024, with its digital presence skyrocketing nearly 1200% from January to the end of August.

“Between August 2023 and July 2024, there was no significant trend in the usage of the word demure,” the outlet noted. “By the week of Aug. 18, 2024, however, there was almost 14 times more interest in the term, highlighting the term’s almost overnight explosion in popularity. At the peak of the trend, demure had 200 times more searches on Dictionary.com than it did on dates preceding August.”

To select the 2024 Word of the Year, lexicographers from Dictionary.com analyzed a wealth of data, including major news headlines, social media trends, search engine queries, and more, to identify words that had a significant impact on our conversations, both online and offline.

@joolieannie

#fyp #demure

♬ original sound – Jools Lebron

Demure certainly created a buzz, with celebrities like Jennifer Lopez and Khloé Kardashian jumping on the trend by posting their own “demure” videos. Lebron herself was interviewed on Good Morning America and made an appearance on Jimmy Kimmel Live! with guest host RuPaul where she was seen using the word.

The catchphrase “very demure, very mindful” gained such widespread popularity that, according to NPR, it sparked a surge in trademark applications from individuals eager to capitalize on the viral trend.

@ash_kholm

VERY Demure @Khloé Kardashian @Jools Lebron @Dimitri Giannetos #verydemure

♬ original sound – Ash K HOLM

Lebron celebrated the milestone on TikTok in a video posted on Nov. 26, which featured a fellow influencer narrating the moment and humorously wondering if she might win an award for such a major achievement. She certainly deserves it!

Lebron was far from demure when her video went viral in August. The TikTok star told People that she was overjoyed knowing that her post had brought happiness to millions of people worldwide.

“When something like this happens you’re supposed to shy away from appreciating your own impact but I literally love it,” she shared. “I still can’t believe it. I’ve been doing this for eleven years and never saw the success I wanted to. So having this moment feels insane.”

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