The year 2024 has been deemed as “very demure, very mindful” by Dictionary.com, which has selected “demure” as its word of the year. This decision was inspired by a viral social media video created by American TikToker Jools Lebron.

In the video, Lebron showcases her makeup routine for work, emphasizing the importance of being demure and mindful in her appearance. The phrase “very demure, very mindful” quickly gained popularity, leading to widespread use by the White House, NASA, and celebrities. Lebron’s newfound fame also opened up opportunities for brand partnerships and financial support for her transition as a transgender woman.

Following the viral video, Dictionary.com reported a significant increase in the use of the word “demure” online, with searches on their platform spiking 200 times higher than usual. The lexicographers at Dictionary.com chose “demure” as the word of the year to reflect the cultural shift towards understated elegance and sophistication in personal presentation.

Other words considered for the title included “brainrot,” “extreme weather,” “brat,” “Midwest nice,” and “weird.” Cambridge Dictionary also announced “manifest” as their word of the year, highlighting the trend of using visualization and affirmation techniques to manifest desired outcomes.

As remote employees transition back to the office, the concept of being demure and mindful in one’s appearance has become increasingly relevant. The evolving definition of “demure” now encompasses refined and sophisticated behavior in various contexts, emphasizing quiet confidence and intentional choices in personal presentation. This linguistic shift reflects our changing societal values and the importance of subtle elegance in today’s world.