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.
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, …