You see how Dictionary.com chooses its Word of the Year?
Very mindful. Very cutesy. After all, the online dictionary announced Nov. 25 that its 2024 Word of the Year is "demure," which skyrocketed to popularity in the lexicon by TikToker Jools Lebron.
"Demure, which Dictionary.com has traditionally defined as 'characterized by shyness and modesty; reserved,' has taken on an expanded meaning this year to signify refined and sophisticated appearances or behaviors," the website shared in a press release. "Demure represents a cultural shift in attitude toward personal presentation and appearance as in-person experiences become the norm again after years of remote and hybrid routines."
"Its evolving meaning gives people a way to express quiet confidence," the statement concluded, "embracing modesty and charm as intentional, empowering choices."
Along with demure, Dictionary.com also announced its shortlist, which includes terms like brainrot, brat, extreme weather and midwest nice.
Ever since Jools' Aug. 5 TikTok, "Demure" has had a nearly 1200% increase in usage in digital web media, the website confirmed.
But it's no surprise, as the video—in which Jools said the phrase "Very mindful, very demure" while sitting in her car—garnered nearly 50 million views and attracted celebs to recreate the trend, like Lindsay Lohan, Noami Campbell, Jennifer Lopez, Penn Badgley and Olivia Rodrigo.
The 31-year-old previously admitted she was shocked by how big the video had gotten.
"I've never had an experience where something that I've done online is now in real life," she told E! News in August. "I'm in the airport and I'm hearing people say, 'demure.' They're not even talking to me. People are coming up to me taking pictures."
Aside from the love she's received from fans, she emphasized how the clip had changed her and her family's life. She added, "For the first time ever, to be able to have security and make better moves and heal some of the trauma that came with growing up poor."
But just like any viral moment online, the reaction ultimately swayed both ways amid its peak.
"I've been seeing a lot of comments where people are like, 'I'm over this trend.'" Jools explained to E!. "I think that's natural with anything that becomes super viral or gets a lot of attention."
And despite disagreeing with the negative reactions, Jools had the most demure response to those who may see that phrase as overused.
"I really do understand where they're coming from," she reflected. "But I think this trend has only been positive for the most part. You're always going to have people that are negative—that just comes with anything. But I see so many people coming together over it, and loving what's going on."