“Demure” has been crowned Dictionary.com’s 2024 Word of the Year, outpacing contenders like “brat,” “brainrot,” and “weird.” The term saw a staggering 1,200% increase in usage between January and August 2024, fueled largely by its viral association with TikToker and beauty influencer Jools Lebron.
The Rise of “Demure”
Lebron popularized the phrase “very demure, very mindful” in a series of satirical TikTok videos that captivated social media audiences. Known for her sharp humor, she used the phrase to lampoon societal expectations around appearances and behavior, particularly in professional settings.
One of her most famous videos features her demonstrating her makeup routine, which she describes as “very demure” while sporting her signature winged eyeliner and false lashes. “The way I came to the interview is the way I go to the job,” she says. “A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like [her sisters] Patty and Selma. Not demure.”
Lebron’s biting satire extended beyond beauty standards, cleverly critiquing workplace norms and social judgment, using pop culture references like The Simpsons to drive her points home.
A Word with Evolving Meaning
Historically, “demure” described a reserved, modest demeanor. But Lebron’s viral trend expanded its connotations, intertwining it with notions of personal presentation and workplace behavior. Dictionary.com acknowledged this shift, noting how social media has redefined the word, merging traditional ideas with a playful, ironic undertone.
Lebron herself addressed the joke in a video captioned “obscurity of demurity,” clarifying that her exaggerated approach is intentionally absurd. A notable example includes a TikTok where she promises to behave “very demure, very mindful” during a night out in Las Vegas, only to later show herself partying at a club and wandering through her hotel in laughter.
Celebrity Endorsements Amplify the Trend
The influence of “demure” quickly extended beyond TikTok. A-list celebrities like Kim Kardashian, Jennifer Lopez, and RuPaul used the term to promote their brands and lifestyles.
In a campaign for her shapewear brand Skims, Kardashian posted behind-the-scenes photos with the caption: “See how I take my bts pictures… very cutsie (sic), very mindful, very demure… not like the other girls.” Similarly, Lopez used the phrase while promoting her Delola cocktail line on Instagram, paired with a polished video of her sipping elegantly.
Even RuPaul joined the trend, using the term in a promotion for online bookstore Allstora. “See how I’m reading this book? Very demure,” RuPaul quipped. “I don’t dog-ear pages, I put in a bookmark. And my cell phone is on do-not-disturb. Very demure. Very mindful.”
Lebron herself collaborated with celebrity makeup artist Patrick Ta, promoting a new skin foundation, further solidifying the phrase’s foothold in pop culture.
Social and Personal Impact
Lebron, who is transgender, has credited the success of her “demure” videos with helping her finance her transition. “I used to be crazy and out of control, and then I found some demurity. Along with that came success,” she said during an appearance on Jimmy Kimmel Live. With over 2.3 million followers on TikTok, Lebron has transformed a satirical catchphrase into a personal and cultural milestone.
The Power of Words in 2024
Dictionary.com explained that its selection of “demure” was informed by a comprehensive analysis of social media trends, pop culture, and language evolution. The word’s influence extended beyond the digital realm, infiltrating everyday conversation and workplace discussions.
The choice reflects a growing trend of words acquiring fresh meanings through viral internet culture. Dictionary.com’s 2023 Word of the Year, “hallucinate,” highlighted the rise of artificial intelligence and its misinformation risks. In contrast, this year’s pick points to a lighter, albeit equally significant, cultural phenomenon.
Contenders and Cultural Context
While “demure” claimed Dictionary.com’s spotlight, other words also captured the zeitgeist in 2024. For example, Collins Dictionary recently announced its own Word of the Year: “brat,” a term redefined by its association with playful rebellion and self-expression. The competition between these choices underscores how internet trends and cultural shifts are reshaping language in real-time.
A Linguistic Marker of the Times
The rise of “demure” showcases the profound influence of social media on language. From TikTok videos to celebrity endorsements, the word evolved into a symbol of irony, empowerment, and cultural commentary. As Jools Lebron’s playful satire made its way into mainstream discourse, it highlighted not just the power of a single word, but the collective creativity of a digitally connected generation.
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