‘Very Demure, Very Mindful’: Jools LeBron’s TikTok’s Catchphrase Is the Word of the Year
Move over, “brat” and “brainrot.” This year, “demure” took the internet by storm, and now it’s officially Dictionary.com’s 2024 Word of the Year.
The announcement honors a word that went from reserved and modest to culturally iconic, thanks to the sharp wit and charm of Latina influencer Jools Lebron.
How a Modest Word Took Over the Internet
Dictionary.com reported a 1,200% spike in usage of “demure” between January and August 2024, fueled by Lebron’s viral TikToks. The phrase “very demure, very mindful” became a sensation after Lebron posted a satirical video about workplace presentation. In it, she humorously critiques others’ appearances while showcasing her minimalist makeup for work.
“The way I came to the interview is the way I go to the job,” Lebron says. “A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”
Her clever use of irony and humor propelled the word from its original definition of “reserved, modest, and shy” into an entirely new cultural context.
From TikTok to the World
What started as one TikTok soon became a viral movement. Videos under #Demure featured creators applying the word to everything from eating a donut to dealing with everyday dilemmas. By mid-August, Dictionary.com noted that searches for the word had multiplied by 200 times compared to the months before.
Jools Lebron herself leaned into the trend, posting videos of “demure” behavior in hilariously exaggerated scenarios, like attempting to behave modestly on a wild night out in Las Vegas.
The trend resonated far beyond TikTok. Celebrities like Jennifer Lopez and Kim Kardashian used the phrase in captions for their respective brands, from cocktail promotions to shapewear campaigns. RuPaul even joined in, using “demure” in a video for an online bookstore, saying, “See how I’m reading this book? Very demure. Very mindful.”
A Cultural Shift in Language
Dictionary.com recognized that “demure” had evolved far beyond its traditional meaning. The word now reflects what the site called “quiet confidence,” a quality that resonated with audiences navigating post-pandemic life. In its announcement, the platform noted their Word of the Year “isn’t just about popular usage; it reveals the stories we tell about ourselves and how we’ve changed over the year.”
Beyond its playful use, the trend also highlighted the creative ways marginalized communities, particularly transgender women like Lebron, are redefining language. Lebron used her platform not only to entertain but also to raise funds for her gender-affirming care, sharing her gratitude in interviews. “I used to be crazy and out of control, and then I found some demurity,” she joked on Jimmy Kimmel Live. “And along with that came success.”
Why “Demure” Matters
The rise of “demure” is about more than just viral trends—it’s a reflection of how language evolves with culture. As Dictionary.com puts it, its Word of the Year serves as a “linguistic time capsule,” capturing moments that define a generation. In 2024, “demure” didn’t just describe a behavior—it became a movement.
Looking Ahead
With more than 2.3 million TikTok followers, Jools Lebron has solidified her place as a cultural icon. As “demure” continues to inspire creativity and humor, its rise to fame reminds us of the power of words to connect, entertain, and redefine.
