Once celebrated as the festival of lights and the triumph of good over evil, Diwali has evolved into much more than time for religious observance for Indians and the Indian diaspora and become an integral part of their culture and identity. The word Diwali comes from the Sanskrit word "Deepavali," which translates to “row of lights” and is, in fact, the festival’s original name. Marking the beginning of a new year and a renewed sense of hope and purpose, the festival has always been an integral time for brand campaigns and activations, because of its deeply embedded connection with wearing new clothes, looking your best, and showing up as your best self for yourself and your loved ones. However, its impact and significance for beauty brands has grown tremendously in the last two to three years; not just for home-grown Indian brands but for global brands too. The festival’s impact on the beauty industry is now being compared to Chinese New Year owing to its blending of community, culture, and consumerism.How Diwali’s Cultural Significance Has GrownWhile the festival has deeply religious beginnings and its actual date each year is determined by the Hindu calendar, it’s important to note  the way it's celebrated is quite fragmented, with customs and rituals varying from region to region. Each community and sect of society has its own way of making the festival its own, and even the actual day of ceremonies differs across states in India. However, a common thread uniting the festival together for both those living in and outside the country, is the ritual of buying new things and praying for peace and prosperity.