Diwali is renowned for its colourful displays of lights and decorations, and the beauty industry is playing an increased role in bringing the spectacle of the Hindu festival to life.
This is being driven by a boom in Diwali-related beauty content on social media, led by influencers such as Vidya Chellappan Gopalan, Jully Patel and Aditya Madiraju.
There has been a 326% increase in mentions of Diwali on TikTok and Instagram over the past year, according to influencer marketing insights firm Traackr.
Supporting this is a 143% leap in the number of active influencers creating content around Diwali, which now stands at 1,197 creators.
Diwali also naturally lends itself to Get Ready With Me (GRWM) content, says Maria Mukaranda, Beauty Editor at Cosmetify.
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