From TikTok Trend to Word of the Year: The Rise of Jools Lebron and ‘Demure’

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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.

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00:00If you're not chronically online, you might not recognize Dictionary.com's Word of the

00:05Year.

00:06But don't worry, we'll break it down for you.

00:09To fully understand the Word of the Year and the cultural buzz around it, you first need

00:13to explore the TikTok trend that started it all.

00:16Back in August of 2024, TikToker Jules LeBron posted this comedic clip that would forever

00:22alter pop culture and her life.

00:24You see how I do my makeup for work?

00:27Very demure.

00:28Very mindful.

00:29You see how I look very presentable?

00:31The way I came to the interview is the way I go to the job.

00:35A lot of you girls go to the interview looking like Marge Simpson and go to the job looking

00:39like Patty and Selma.

00:41Not demure.

00:42This video went insanely viral, with millions of TikTokers liking it and even celebs adopting

00:48demure into their own content.

00:50It wasn't just a meme, it became a mood.

00:53See how I'm reading this book?

00:55Very demure.

00:57I don't dog-ear pages.

00:58I put in a bookmark.

01:01Straight hair.

01:02Very demure.

01:03Wearing a seatbelt.

01:05Very mindful.

01:06You know, I keep my hair very demure.

01:08Very short.

01:09You see how I show up to work?

01:12Very demure.

01:13Very mindful.

01:14So, no, Jules LeBron didn't invent the word demure, but her unique delivery transformed

01:21it into shorthand for a specific, hyper-aware attitude that resonated across the internet.

01:27The virality of that one TikTok didn't just make Jules LeBron an online phenomenon,

01:32it catapulted her into full-blown influencer status.

01:36Brand deals, merchandise, and collabs followed, turning her into a savvy businesswoman.

01:41But with the fame came its challenges.

01:43LeBron faced a legal battle over trademarking the phrase, very demure, very mindful.

01:49After weeks of back and forth, she emerged victorious, teasing her followers with big

01:54news to come.

01:55On October 1st, LeBron revealed the next chapter of her journey.

01:58She would be documenting her medical transition on national television.

02:02Dictionary.com's decision to crown demure as the word of the year is more than a nod

02:07to internet culture.

02:08Instead, it's a reflection of how language evolves through shared experiences.

02:12In 2024, demure wasn't just a word.

02:15It was a statement, a vibe, and a testament to the power of TikTok.

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