Brands are recognising the importance of South Asian creators.
L’Oréal Paris brought together influencers and personalities from the South Asian community for a Diwali celebration on Thursday (October 29).
The event welcomed several familiar faces from the British Asian social media scene and more.
The gathering provided an opportunity to recognise the cultural significance of Diwali while bringing together personalities connected through fashion, beauty and entertainment.
The attendance of creators reflected the influence of British Asian personalities across social media.
Influencers such as Kim Maan and Navey have helped build connections with audiences through their online content and engagement with Punjabi culture.
Winner of The Apprentice 2022, Harpsi Kaur attended, as well as Love Island’s Mica and Samraj.
DJ Simz was also the DJ yet again for this year’s event.
Their presence demonstrated how brands are recognising the importance of South Asian creators.
South Asian creators have become influential voices within fashion and beauty, helping introduce products, trends and conversations to communities that have not always received equal representation in mainstream campaigns.
Diwali, widely known as the Festival of Lights, and the festival represents themes of new beginnings and the importance of family and togetherness.
For beauty brands, the occasion also provides an opportunity to acknowledge the relationship between cultural celebrations, personal expression and beauty traditions.
Makeup, fashion and getting ready for family gatherings and festivities remain important parts of Diwali celebrations for many South Asian households.
L’Oréal Paris has previously worked with South Asian communities through initiatives celebrating representation and inclusion.
Its 2024 Diwali event was organised in collaboration with the South Asian Beauty Collective, bringing together South Asian figures from beauty, fashion and media.
Founder Aarti Pal described the occasion as a milestone for the brand’s engagement with the community.
The brand’s wider commitment to representation has also included collaborations with prominent South Asian personalities, helping bring greater visibility to different identities and experiences within the beauty industry.
The latest Diwali gathering comes as South Asian influencers continue to establish their presence across British media, entertainment and commercial campaigns.
Their involvement in major brand events reflects the growing recognition of the audiences and communities they represent.
The celebration further highlights the growing influence of British South Asian creators and the importance of ensuring their cultures are represented across the global beauty industry.
As Diwali celebrations continue to create opportunities for cultural connection, events bringing together South Asian creators and established beauty brands demonstrate the value of visibility and representation.
