Dictionary.com declared "demure" the 2024 word of the year after viral videos by TikToker Jools Lebron popularized the term.

Popularized on TikTok by Jools Lebron and other trans creators, "demure" is now Dictionary.com's annual word of the year for 2024.

https://t.co/FBuxgNaC8B has selected its 2024 word of the year. The online dictionary platform revealed that it had chosen “demure,” a word that went viral in the summer when TikToker Jools Lebron popularized it: https://t.co/r1ufPW3bXE pic.twitter.com/fe7H3fYgBc — 29secrets (@29Secrets) November 26, 2024

The world’s leading digital dictionary's lexicographers analyzed a massive amount of data to determine what word would best capture the cultural zeitgeist of 2024.

Dictionary.com said it chose demure for its word of the year because it was the best reflection of social trends and global events that defined 2024. RELATED: Cambridge Dictionary's 2024 word of the year is ... Dictionary.com said these words also made an impact and were on the shortlist for 2024 Word of the Year:

The word "Demure" was picked as the 2024 "Word of the Year" by Dictionary.com after it gained notoriety this year on TikTok.

Traditionally, demure describes someone who is reserved or modest in their behavior, but this year it's taken on a new meaning, especially among social media and beauty influencers.

In a very mindful, very thoughtful announcement Monday, Dictionary.com declared “demure,” a word made popular by TikTok but dating back roughly 700 years, as the word of the year for 2024. Dictionary.