Dictionary.com's 2024 word of the year has been announced. From Biden to Kim Kardashian, all have used it.

The word 'demure' has been announced as the 2024 word of the year by Dictionary.com. 'Demure' world went viral over the summer- beating out other contenders like “brainrot,” “brat,” and “weird.” According to Dictionary.com, the term ‘demure’ means to be characterized by shyness and modesty and to be reserved.

The term topped the platform’s annual list after its popular use on social media in recent months, sparked by TikToker Jools Lebron’s viral video using the phrase “Very demure, very mindful."

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Demure is the 2024 word of the year by Dictionary.com

“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,” the announcement read. “This sharp rise is mainly attributed to TikToker Jools Lebron’s popularization of the phrase.”

“The 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 years. And for these reasons, Dictionary.com’s 2024 Word of the Year is ‘demure,'” the announcement stated, as reported by ABC News.

How the word demure went viral

"So demure, so mindful!"- this phrase broke the internet this year after TikToker Jools Lebron—who identifies as a transwoman—posted a sarcastic video on “how women should appear in the workplace.”

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"Demure" sparked a social media abuzz on TikTok in August and turned into a viral sensation. In a video, TikToker Lebron said, “You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work. You see how I look very presentable? The way I came to the interview is the way I go to the job.”

Biden to Kim Kardashian, all used the word 'demure'

The phrase took off, prompting the White House, National Aeronautics and Space Administration (NASA), and big brands to use it for promotional purposes. “Cancelling the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure,” the official handle of the White House wrote with a picture of the US President Joe Biden.

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Many well-known figures and celebrities like Kim Kardashian, Jennifer Lopez, and “Drag Race” host RuPaul have all taken advantage of the trend and word 'demure' to promote their brands.

In photos from a recent campaign for her shapewear brand Skims, Kardashian used the phrase in the caption: “See how I take my bts pictures…very cutsie (sic), very mindful, very demure…not like the other girls” Taking to Instagram, Jennifer Lopez captioned a post promoting her cocktail line Delola with the caption “very demure…very mindful,” along with a video of her elegantly sipping.

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“See how I’m reading this book? Very demure. I don’t dog-ear pages, I put in a bookmark,” RuPaul said in a video promoting online bookstore Allstora. “And I don’t divulge the ending to my friends. Very considerate. And also, my cell phone is on do-not-disturb. Very demure. Very mindful.”

How Dictionary.com chooses its word

Dictionary.com said that its decision to choose “demure” this year was informed by a deep analysis of social media trends, news headlines and words that transcended conversations online, seeping into everyday dialogue.

Along with “demure”, Dictionary.com also announced their Word of the Year shortlist, which included Brainrot, Brat, Extreme Weather, Midwest Nice, and Weird.