“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.”

Thanks to Jools Lebron, demure has become Dictionary.com's word of the year, after the creator's viral video blew up on social media.