Popularized on TikTok by Jools Lebron and other trans creators, "demure" is now Dictionary.com's annual word of the year for 2024.

Dictionary.com declared "demure" the 2024 word of the year after viral videos by TikToker Jools Lebron popularized the term.

Dictionary.com names "demure" as the year's top word following Jools Lebron’s satirical TikTok video reminding women to be “very mindful, very demure” in the workplace.

The world’s leading digital dictionary's lexicographers analyzed a massive amount of data to determine what word would best capture the cultural zeitgeist of 2024.

The word “demure” has been named Dictionary.com’s 2024 Word of the Year, largely due to the creativity of TikToker Jools Lebron. According to the Merriam-Webster dictionary, some of the earliest usage of the word “demure” was recorded in the 14th century,

The word "Demure" was picked as the 2024 "Word of the Year" by Dictionary.com after it gained notoriety this year on TikTok.

The term's popularity skyrocketed after content creator Jools Lebron used it in a now-viral TikTok video, in which she described being "very demure, very mindful"

It might have been a "brat" summer, but 2024 was all about being "demure." Dictionary.com named "demure" its word of the year Monday after seeing a "meteoric rise in usage" this year. "Demure" beat out other contenders like "brat,