The Standard Group Plc is a multi-media organization with investments in media platforms spanning newspaper print
operations, television, radio broadcasting, digital and online services. The Standard Group is recognized as a
leading multi-media house in Kenya with a key influence in matters of national and international interest.
Dictionary.com has named ‘demure’ as its Word of the Year for 2024. The word saw a dramatic rise in popularity, driven by a viral TikTok video from content creator Jools Lebron.
In the video, Lebron described her workplace makeup as “Very demure, very mindful,” sparking widespread interest and discussions online.
The word ‘demure’ is defined by Dictionary.com as “characterised by shyness and modesty; reserved.” It can also mean “affectedly or coyly decorous, sober, or sedate.”
Its usage surged over the past year, with reports indicating a 1,200% increase in mentions across online platforms.
Lebron’s viral video, posted on 5 August 2024, features her sitting in a car with minimal makeup. In the clip, she explained her approach to professional appearance.
“You see how I do my makeup for work? Very demure. Very mindful,” she said. “I don’t come to work with a green-cut crease. I don’t look like a clown. I’m very mindful while I’m at work. The way I came to the interview is the way I go to the job.”
The phrase “Very demure, very mindful” quickly became a catchphrase on social media. Users recreated and parodied the video, contributing to a 200% increase in searches for the word ‘demure’ on Dictionary.com at the height of the trend.
Lebron’s TikTok fame helped her amass over 2.3 million followers and more than 113 million likes. She revealed that her newfound popularity has transformed her life, allowing her to improve her family’s living conditions and continue her personal transition.
Speaking to ABC News, she said: "I grew up in a humble part of Chicago. Being able to provide good housing for my family and afford things without survival mode has changed my life."
The use of demure evolved online, with social media users employing it both seriously and humorously, including public figures and institutions.
The White House tweeted about student debt cancellation, captioning a photo of President Joe Biden with the words, “Very mindful. Very demure.” Kim Kardashian also incorporated the phrase in a post promoting her Skims shapewear line.
According to Dictionary.com, the Word of the Year reflects more than just popular usage.
“It reveals the stories we tell about ourselves and how we’ve changed over the years,” the platform stated.
join