Viral TikTok Creator Jools Lebron Inspires 2024 Word Of The Year

Dictionary.com just announced the 2024 Word of the Year and their choice feels very “demure.”

Earlier this year, viral TikTok content creator Jools Lebron shared a video explaining how she goes to work, which she says is “very demure.”

The video took off quickly and everyone started using the word “demure,” including other viral creators, celebrities, and even the White House. So, it shouldn’t really be a big surprise that Dictionary.com crowned “demure” the 2024 Word of the Year.

Back in August, Lebron shared a simple video explaining how she goes to work. She talked about her makeup and hair calling it “very demure, very mindful.”

“I don’t look like a clown when I go to work,” she said. “I don’t do too much. I’m very mindful while I’m at work.” She continued her video using phrases, “very mindful,” and “very demure” and it seemed to catch on with others super quickly.

Her video introducing “demure” currently has more than 54.5 million views and 24,000 comments. The popularity of the video helped her to gain more followers on her page with more than 2.3 million currently.

Videos that followed the original one playfully used “demure,” “mindful,” and “cutesy” and it grabbed tons of positive attention.

Dictionary.com took notice of Lebron’s use of the word “demure” and how everyone gravitated toward it and crowned it the 2024 Word of the Year.

They define the word as “characterized by shyness and modesty; reserved,” and even mentioned the TikTok popularity of it by sharing the example sentence, “It’s very mindful and very demure, one might say using TikTok verbiage.”

According to the website, the “Word of the Year and short-listed nominees capture pivotal moments in language and culture.” The Word of the Year isn’t just about it’s popularity, but how “it reveals the stories we tell about ourselves and how we’ve changed over the years.”

The website further explains how the Word of the Year is chosen.

“To select the 2024 Word of the Year, our lexicographers analyzed a large amount of data including newsworthy headlines, trends on social media, search engine results, and more to identify words that made an impact on our conversations, online and in the real world,” the website reads.

“The word demure experienced a meteoric rise in usage in 2024. Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone. This sharp rise is mainly attributed to TikToker Jools Lebron’s popularization of the phrase ‘very demure, very mindful’ in a series of videos posted to the platform in early August.”

When Lebron shared that simple, entertaining video, she likely had no idea her moment in the car would turn into what it has and lead her to being credited by Dictionary.com for this year’s Word of the Year.

Lebron shared her big moment with a video duet on TikTok, and her followers left supportive and positive comments about the Word of the Year.

Dictionary.com dropped into the comments to share, “She’s an icon, she’s a legend, and she is the moment.” One follower said, “JOOLS THE IT GIRL THE MOMENT THE MOST DEMURE,” and another added, “Very mindful! Very cutesy! Very demure.”

Another viewer pointed out, “Jimmy Kimmel Live just mentioned this! Stopped by to see you cry. All love, we are crying with you!”

One other wrote, “I just saw this on the news and darn near cried! love this!”

About a week ago, PopSockets and Lebron shared their “very mindful” collaboration.

They shared a video on Instagram to announce their partnership captioned, “A grip for every mood. We’re bringing a bit more mindfulness to your phone accessories with our Jools x PopSockets collab.”

Many fans were excited about the new collab and shared their thoughts in the comment section.

“Love them all,” one person wrote. Another shared, “I’m obsessed.”