Earlier this year, viral TikToker Jools Lebron shared a video talking about being "demure," and now it's being crowned word of the year.

“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.”