'Demure' crowned word of the year 2024: How TikTok star Jools Lebron made it happen
Dictionary.com has revealed its pick for the 2024 word of the year, and TikToker Jools Lebron is to thank for sparking the "very mindful" craze.
The word of the year is "demure," which has been around for centuries but took on new meaning over the summer after Lebron went viral in a video showcasing how she did her makeup for work.
"Very demure, very mindful," she said in a tone clearly dripping with sarcasm.
From there the term took off, dominating the algorithm with videos of others showing how they were "demure," "mindful" and "cutesy." Lebron racked up followers, with a current count of 2.3 million, posting more and more videos with that signature tongue-in-cheek style.
Lebron said the meme was born when she was on break from her cashier job, crying in her car. She pulled out her phone to check whether her makeup was running and shot the video.
"That video changed my life," she said, before encouraging her followers to post their own content.
Demure definition: Why is it the Dictionary.com word of the year?
Dictionary.com defines the adjective demure as "characterized by shyness and modesty; reserved."
Meant to reflect the "social trends and global events that defined the year," the word of the year is often one that has seen a sharp increase in usage or taken on a different definition in the modern lexicon, the site reports. "Demure" has done both.
Between January and the end of August, the word saw an increase of almost 1200% in digital web usage alone, according to Dictionary.com.
Lebron also brought a new definition into focus. Her content is as much about actually being demure as it is poking fun at the concept.
A makeup artist and influencer, she is a self-described "plus-size trans woman" making her way in the world of internet stardom. While traditionally demure held a connotation of being somewhat bland or modest, Lebron's page is anything but. She leans into humor, addresses her fan base as "divas" and often sports winged-eyeliner glam.
For Lebron, "demure" means elegant, sophisticated and, most of all, minding your own business.
As various other dictionaries prepare to announce their words of the year it is not yet clear which zeitgeist-y term will reign supreme. Honorable mentions for word of the year from Dictionary.com were "brainrot," "brat," and "extreme weather."
"Demure" has also made Oxford University Press' shortlist for word of the year. Other contenders include "lore," "romantasy" and "dynamic pricing."
Should Lebron's phrase win, it might reflect a hunger for calm after a year that has been anything but "demure."
Contributing: Cheyenne Derksen