Dictionary.com was very mindful about this year’s word of the year.

Each year the online dictionary picks a word that ‘captures pivotal moments in language and culture.’

The 2024 honor went to ‘demure’ after a viral TikTok by user Jools Lebron describing how she does her makeup for work so it’s “very demure, very mindful.”

“The word demure experienced a meteoric rise in usage in 2024. Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone. This sharp rise is mainly attributed to TikToker Jools Lebron’s popularization of the phrase “very demure, very mindful” in a series of videos posted to the platform in early August,” Dictionary.com said in its announcement.

The TikTok originally posted on Aug. 5, creating a new social media trend popularizing the word.

According to Dictionary.com, there was no significant trend in the usage of the word demure before the TikTok was posted. But by the week of Aug.18, there was almost 14 times more interest in the term.

At its peak, ‘demure’ had 200 times more searches on Dictionary.com after the TikTok posted than it did before.

“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, such as at work or on a plane,” Dictionary.com explained.