In 2024, Dictionary.com crowned “demure” as its word of the year, but its cultural significance transcended its definition, thanks to TikToker Jools Lebron.
Her August clip, where she playfully used the word, sparked a viral trend, transforming “demure” into a shorthand for hyper-aware, mindful attitudes that resonated with millions, including celebrities.
The trend not only turned Lebron into a major influencer, with brand deals and merchandise, but also led to a legal battle over trademarking her signature phrase, “Very demure, very mindful,” which she ultimately won.
In October, she announced she would document her medical transition on national television, blending her personal story with her public persona.
The rise of “demure” highlights the internet’s power to evolve language and reflect shared cultural experiences.
