Earlier this year, viral TikToker Jools Lebron shared a video talking about being "demure," and now it's being crowned word of the year.

If you use social media, you are surely familiar with the phrase “Very Demure, Very Mindful.”The catchphrase is on the tip of everyone’s tongue and has become a major trend.Not just that, the word “demure”

Thanks to Jools Lebron, demure has become Dictionary.com's word of the year, after the creator's viral video blew up on social media.

“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,” the announcement read. “This sharp rise is mainly attributed to TikToker Jools Lebron’s popularization of the phrase.”

"Demure" is officially Dictionary.com's word of the year for 2024. TikTok star Jools Lebron is responsible for its virality this year.