“Demure” is 2024’s word of the year, Dictionary.com announced Monday. 

The word started to trend in August when TikTok creator Jools Lebron posted a video about how to look “very demure” in the workplace — with full makeup, including heavy eyeliner and blush.

“Though the term ‘demure’ has traditionally been used to describe those who are reserved, quiet or modest, a new usage has spread through social media — one used to describe refined and sophisticated appearance or behavior in various contexts,” Dictionary.com said in a statement announcing its word of the year pick. “This increased focus on public appearance and behavior comes at a time when employees are increasingly returning to offices after hybrid remote work following the pandemic.”

The online lexicon said the word captured a pivotal moment in language and culture that demonstrated how Americans changed over the year. The dictionary’s lexicographers made their choice after analyzing headlines, trends on social media and search engine results.

Between August 2023 and July 2024, the researchers said usage of the term was normal. But by the week of August 18, 2024, shortly after the original Lebron video using the term, “demure” experienced an “almost overnight explosion in popularity,” the website said. “At the peak of the trend, demure had 200 times more searches on Dictionary.com than it did on dates preceding August.”

Since Lebron’s initial video, thousands of other videos have jumped onto the trend using the #demure hashtag and catchphrase “very demure, very mindful.”