“Demure” TikTok Queen Jools Lebron Sparked Dictionary.com’s Word of the Year

The LGBTIQ+ community’s impact on popular culture is legendary, as illustrated by Dictionary.com’s very mindful decision to name “demure” its Word of the Year.

A word typically associated with quiet modesty, “demure” has strutted its way into the spotlight, thanks to the wit and charm of one fabulous TikToker: Jools Lebron.

How “Demure” Took Over the Internet

Jools Lebron, a Puerto Rican American transgender woman and social media sensation, catapulted the term into cultural relevance with her now-iconic catchphrase: “Very demure. Very mindful.” In a TikTok video viewed over 54 million times, Lebron calmly explains her work makeup routine:

“You see how I do my makeup for work? Very demure. Very mindful… 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.”

Cue the viral explosion. Suddenly, everyone was channeling their inner “demure”. Spoofs and remixes flooded social media, and the internet couldn’t get enough.

Lebron’s newfound fame even earned her a guest spot on Jimmy Kimmel Live, and she later shared that the viral moment helped her fund her gender transition.

A Word With New Flair

While “demure” traditionally refers to being reserved or modest, the new usage has evolved to signify understated elegance and refined behaviour. As people returned to offices post-pandemic, the phrase struck a chord, symbolising a mindful approach to personal presentation.

Dictionary.com acknowledged this cultural shift, noting how “demure” embodies a blend of humour, self-awareness, and a desire for balance in how we present ourselves.

@joolieannie #fyp #demure ♬ original sound – Jools Lebron

The Power of Representation

Beyond its linguistic impact, the rise of “demure” highlights something deeper: the power of representation. Jools Lebron’s playful phrase not only gave us a fun new way to describe our style but also reminded the world of the influence and creativity of the LGBTIQ+ community.

While “demure” won the crown, other short-listed words deserve a mention:

Brainrot: Describes the mind-numbing effect of too much low-quality social media content (and the content itself).

Brat: Popularised by Charli XCX, the word now celebrates those who are boldly rebellious and unapologetically daring.

Extreme Weather: A term frequently used this year, reflecting climate-related events like record-breaking heatwaves and devastating storms.

In a year of unexpected trends and cultural shifts, “demure” stands out not just for its viral rise but for what it represents: a celebration of mindful, authentic self-expression.

Thanks to Jools Lebron, the word now carries a bit of sparkle. So, next time you’re keeping it classy and understated, remember to be “very demure, very mindful.”