A Thoughtful Selection: Dictionary.com Reveals Its Word of the Year

This year, the phrase "very demure" seemed to echo everywhere, ultimately leading Dictionary.com to select "demure" as its Word of the Year. The term gained popularity through a TikTok video by influencer Jools Lebron, who discussed how she presents herself at work.

In her viral video, she stated,

"You see how I do my makeup for work? Very demure, very mindful."

Following the release of her video over the summer, searches for the word "demure" skyrocketed, with over 12 million inquiries recorded by Dictionary.com.

Steve Johnson, Curriculum Design Manager at Dictionary Media Group, remarked on the significance of this choice:

"Demure captures this cultural shift with a modern twist: a word that once carried traditional, often limiting connotations has been reimagined to celebrate understated elegance and suavity. Its evolving meaning gives people a way to express quiet confidence—embracing modesty and charm as intentional, empowering choices."

The impact of this cultural phenomenon has been transformative for Lebron. She openly shares her experience as a trans woman and has noted that the attention from her viral content has led to endorsement deals and collaborations with prominent brands.

However, "demure" wasn't alone in capturing public interest this year. The word "brat," popularized by Charlie XCX's sixth studio album title, also garnered attention. In slang terms, it describes someone who is confidently rebellious and playfully defiant.