The term "demure" has been picked as their word of the year by Dictionary.com, an online dictionary platform. The word was part of a phrase that went viral in August. TikToker Jools Lebron popularised the term "very demure, very mindful" in a series of videos that were then emulated by other influencers and artists.
Jools LeBron (1.3M TikTok) is the viral creator of the “demure” trend It popped off 1 week ago & now feels like it’s everywhere pic.twitter.com/dZHXOX6k8d
— Danielle (@DLVermeer) August 14, 2024
Why Demure As The Word Of The Year?
The dictionary website wrote saying, "the word demure experienced a meteoric rise in usage in 2024. Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone."
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What Is 'Very Demure, Very Mindful' Trend On TikTok And Why Are Users 'Demuremaxxing'?
At the height of the trend, demure received 200 times more searches on Dictionary.com than it did prior to August.
The word refers to being confident softly, or doing an ordinarily subservient behavior that boosts a person's confidence or empowerment.
It is used to describe a person with refined and polished look or behavior in a variety of settings, such as at work or on a plane.
The phrase went viral on social media when TikToker Lebron posted videos on how to be modest and aware in the airport, at work, at the grocery store, or in any scenario.
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Who Is Jools Lebron, Influencer Behind The 'Very Demure, Very Mindful' TikTok Trend?
“See how I look very presentable? The way I came to the interview is the way I go to the job,” she said in a TikTok titled, “demure and modest and respectful at the workplace,” which gained over 54 million views.
Celebrities Who Followed The Trend
Celebrities that joined the trend included Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan, and Jamie Lee Curtis.