**Dictionary.com Designates “Demure” as Word of the Year, Acknowledging Viral TikTok Trend**

Dictionary.com has selected “demure” as its Word of the Year for 2023, acknowledging the viral TikTok trend originating from creator Jools Lebron’s “very mindful, very demure” philosophy. This trend, which exploded in popularity on social media, has transformed the understanding and application of the word in contemporary usage.

“Demure” surpassed other notable candidates such as “brainrot,” “brat” (derived from Charli XCX’s remix album), “extreme weather,” “Midwest nice,” and “weird.” Traditionally, Dictionary.com describes “demure” as “characterized by shyness or modesty; reserved.” Nonetheless, the platform recognized that Jools Lebron’s viral interpretation has broadened the word’s significance.

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In online contexts, “demure” has come to encompass a wider array of meanings, ranging from self-aware and sophisticated to restrained, virtuous, and commendable. However, like numerous viral expressions, its excessive use has somewhat diluted its connotation, allowing it to imply nearly anything—or even nothing at all.

The trend initiated in early August when Jools Lebron posted a video detailing her perspective on being “mindful and demure.” In the now-famous clip, she remarked, “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.”

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[‘Very demure’ showcases TikTok’s influence on contemporary language.](https://mashable.com/article/demure-tiktok-meaning-tiktok-language)

The video ignited a cultural phenomenon, with “demure” evolving into a widely-used term across various social media platforms. Dictionary.com noted an astonishing 200-fold surge in searches for the word following the trend’s rise, solidifying its status as a defining expression of the year.

From its modest beginnings as a descriptor of modesty to its transformation into a viral sensation, “demure” exemplifies the influence of social media—particularly TikTok—in transforming and redefining modern language.