Bollywood glamour drives surge in beauty sales this Karwa Chauth

Beauty brands like Sugar, Renee, and Shoppers Stop see festive spikes as Bollywood's portrayal of Karwa Chauth inspires demand for red lipsticks and makeup

“Life imitates art far more than art imitates life,” said Oscar Wilde. In India, where Bollywood often sets the tone for life, Karwa Chauth has emerged as an occasion for beauty brands to shine.

 

Bollywood glamour turns Karwa Chauth into a beauty moment

 

Directors Aditya Chopra and Karan Johar have popularised and glamourised the festival in films such as Dilwale Dulhania Le Jayenge (1995) and Kabhi Khushi Kabhie Gham (2001). Think song sequences with wives dressed in red as they wait for the moon to rise. Every year, this cinematic influence makes Karwa Chauth a major occasion for beauty and