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"Demure" is Dictionary.com's word of the year, with all the credit for its popularity going to lifestyle and beauty influencer Jools Lebron and her catchphrase, "very demure, very mindful."

"Demure" means "reserved, quiet, or modest," but the reaction to Lebron's use of the word was anything but.

"meteoric" in 2024, after Lebron started using it in early August.

"Between August 2023 and July 2024, there was no significant trend in the usage of the word 

," according to Dictionary.com. "By the week of Aug. 18, 2024, however, there was almost 14 times more interest in the term, highlighting the term's almost overnight explosion in popularity. At the peak of the trend, demure had 200 times more searches on Dictionary.com than it did on dates preceding August."

Dictionary.com's lexicographers analyze headlines, social media trends, search engine results and other data to come up with its word of the year, calling it a "linguistic time capsule" that captures "pivotal moments in language and culture."

The moment was certainly pivotal for Lebron. Her TikTok 

 skyrocketed. Celebrities, including Jennifer Lopez and Khloé Kardashian, made their own "demure" videos. Lebron was interviewed on 

"Very demure, very mindful" was so popular, there was a 

 in trademark applications by people trying to capitalize on Lebron's motto.

Other words that stood out for Dictionary.com's lexicographers this year were "brainrot," "brat" and "extreme weather."

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Usage of the word soared after TikToker Jools Lebron used it in her signature catchphrase "very demure, very mindful."

'Demure' is Dictionary.com's word of the year. If that's news to you, here's the backstory

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