“Demure” Named 2024 Word of the Year by Dictionary.com

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“Demure” Named 2024 Word of the Year by Dictionary.com

Demure has been named by Dictionary.com as the Word of the Year. Credit: Tim Ellis / CC-BY-NC 2.0

The word “demure” has been named Dictionary.com’s Word of the Year for 2024, reflecting its dramatic rise in popularity and evolving cultural significance.

Traditionally defined as “shy, modest, and reserved,” the word has taken on a broader meaning, now symbolizing “quiet confidence” due to its widespread use on social media.

Jools Lebron’s viral catchphrase redefines “demure”

The surge in the word’s usage—up by 1,200 percent between January and August—can largely be credited to TikTok beauty influencer Jools Lebron. Her catchphrase, “very demure, very mindful,” became a viral sensation, resonating with millions of followers.

In her videos, Lebron used the term to describe polished, understated looks, offering makeup tips with a sharp contrast to exaggerated styles.

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“You see how I do my make-up for work? Very demure, very mindful,” she said in one video. “A lot of you ****** go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”

The word gained traction as a response to the brash “Brat” trend, which embraced bold, carefree energy. Following “Brat Summer,” the shift to “Demure Fall” marked a preference for subtle elegance and restraint.

As the term gained prominence, its meaning expanded beyond its traditional roots, reflecting a broader cultural embrace of refinement.

Lebron clarifies her joke amid the buzz

Lebron later clarified on Jimmy Kimmel Live that her phrase was intended as a joke. She stated that while “demure” describes modesty, she wasn’t advocating for such a lifestyle.

Despite this, the popularity of her videos helped her amass 2.3 million followers and fund her transition.

Words in competition

Dictionary.com’s selection of “

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” highlights how social media trends can re-contextualize language. The platform said its decision was informed by analysis of online discussions, news headlines, and words that moved from internet slang to everyday use.

“Demure” joins a series of recent Words of the Year that capture societal trends and significant moments. Dictionary.com’s previous selections include:

• Hallucinate (2023)
• Woman (2022)
• Allyship (2021)
• Pandemic (2020)

Other shortlists for Word of the Year 2024 included terms like “brainrot,” “extreme weather,” “Midwest nice,” “weird,” and “brat.”

Awaiting Oxford’s choice

Collins Dictionary selected “brat” as its Word of the Year, Cambridge Dictionary went with “manifest,” and Australia’s Macquarie Dictionary opted for the striking term “enshittification.”

With Oxford Dictionary yet to announce its pick, “demure” stands out as a reflection of evolving cultural values and the power of social media to reshape language. As words like “demure” gain new layers of meaning, they serve as snapshots of the times we live in.

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