Dictionary.com has selected "demure" as its 2024 Word of the Year following a huge rise in popularity
Jools Lebron's viral TikTok video in August led to a meteoric rise in the use of "demure"
According to Dictionary.com, “demure” means to be characterized by modesty, shyness, and reserved behavior
Jools, 31, shared a humorous video demonstrating how to be “very demure” at work
The phrase "very demure, very mindful" was first uttered by Lebron in her TikTok video
From August 5 to 18, 2024, interest in the word "demure" surged by 14 times, largely due to Lebron’s viral video.
Jools Lebron’s video amassed over 5 million likes, with users recreating it across social media platforms.
Dictionary.com reported a nearly 1200% increase in the usage of “demure” between January and August 2024.
Lebron, who had been working for 11 years without success, expressed amazement at her sudden viral success.
After years of trying to go viral, Lebron was finally recognized, leading to newfound fame and opportunities.
Jools, who identifies as transgender, celebrates her impact in popularizing the term