Bélora Paris' unique take on Karwa Chauth through the eyes of a transwoman

Bélora Cosmetics, the first Made Safe certified makeup brand, launched a unique Karwa Chauth campaign titled ‘#BeloraCelebratingWomanhood’ in India ahead of the upcoming festivity.

The film is a heart-warming take on Karwa Chauth love shown through the eyes of a trans woman. It’s a small effort to create conversations around being inclusive in Indian festivals. It also highlights that this beautiful festival is incomplete without women supporting each other. Sasu maa gives sargi, mom gives tips and friends come together to listen to Karwa Chauth ki katha together. In this spirit, the film shows how women come together to make a trans woman feel comfortable and a part of the festival.

Talking about the campaign, Ainara, Co-Founder said, “As a Made Safe makeup brand, we stand for colours that are fun, non-toxic and part of celebration. Therefore it is our constant effort to create campaigns that reflect the same. This unique & emotional take on Karwa Chauth is a small effort to show that festivals are about creating beautiful moments for everyone. If this helps to even minutely stretch our social fabric and spark conversations/thoughts, our work will be done.”

The campaign saw an amazing response with twitteratis supporting it wholeheartedly. It was seen to be trending the entire evening of release (on Oct 4).

The Campaign

It follows Karwa Chauth celebration of Reena - a trans woman, starting with giving the audience a glimpse into how she gets ready to celebrate Karwa Chauth. She gleams as she paints her lips in Bélora’s French Red shade - ‘Leave No Evidence’ Matte Lipstick and lines her eyes to add a traditional touch to her makeup with Bélora’s ‘Kohl Kiss Smudge Proof Intense Hydrating Kajal’ - and the finishing touch? A loving, caring smile from her dearest beau to bring happiness to her face.

However, as she heads to the terrace to listen to the Karwa Chauth Katha as per ritual along with other women she faces rejection from one of the participating women. Reena takes this as her cue and sits outside of the circle feeling uncomfortable. But much to her surprise a woman comes next to her, to join her, to take her in the circle & to recognise her right as a woman, with the right to enjoy the festivities equally. That gesture, in all its purity, becomes the highlight of her celebration.

#BeloraCelebratingWomanhood #BeloraCelebratesKarwaChauth