2024 has officially crowned “demure” as the word of the year “Demure.” The six-letter word that went from describing modest behavior to becoming a full-blown social media phenomenon. And how did it get there? Thanks to the now-TiikTok star, Jools Lebron, who made “very demure, very mindful” the catchphrase of the summer.
Let’s break it down: Lebron, known for her playful, satirical videos, made “demure” a thing. Not only was her catchphrase, “very demure, very mindful,” living in everyone’s heads rent-free, she also contributed to a cultural shift, from the free-spirited “brat” aesthetic to, well, “demure.” In a viral clip, she showed us how to do makeup for work in a “very demure, very mindful” way. Basically, less Marge Simpson, more “presentable.” The internet was hooked. Google searches for “demure” skyrocketed, and it wasn’t just TikTok users getting in on the action. Celebrities and major brands–both big and small–hopped in on the action too, using the word to promote their products.
Now, Dictionary.com has officially crowned “demure” as the word of 2024 after a deep dive into social media trends and cultural shifts. The site’s decision was based on the word’s meteoric rise in usage, becoming a go-to term for everything from workplace attire to celebrity promotions. What started as a simple description of reserved behavior is now a meme, a mood, and the talk of the internet.
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