“Asoka” Makeup, the trend inspired by fashionable Indian brides on social networks

Inspired by the Bollywood film “Asoka” which was released in 2001, starring Kareena Kapoor, the Asoka makeup trend involves makeup artists and influencers dancing to the tune of one of the songs from the film, “San Sanana”, reproducing beauty looks inspired by Indian weddings.

Asoka makeup includes very pronounced makeup including warm and vibrant tones. The eyes are surrounded by thick black lines, done with kohl or eyeliner, enhanced with thick mascara and warm, vibrant tones (often gold and bronze tones) on the eyelids. The eyebrows are drawn very thickly and in a very showy way and the lips are luscious, drawn in pencil then covered with a shiny gloss or vibrant lipstick.

In addition to this, the complexion is done with a very light foundation, sometimes even white, accompanied by pink blush and dark contour lines under the cheekbones, on the forehead and under the jaw.

At the origin of this trend we find Sita Suwarnadwipa, with more than 200,000 subscribers and whose video has exceeded 70,000 views on TikTok. However, some videos subsequently made by creators from various backgrounds have exceeded 100 million views, accompanied by tens of millions of likes. The #Asoka hashtag has more than 100,000 publications.

The creators synchronize their movement with the music to gradually reveal each stage of their transformation, skillfully using their arms and head movement as a transition. At the end of the song, the influencers reveal their traditional outfit, the Sari, a colorful garment that wraps around the waist and goes up to the bride’s shoulder. Adorned with dozens of golden pendants, this colorful outfit is completed with a matching veil that wraps the hair and a sparkling headpiece, flowing down the forehead. The gold jewelry, reminiscent of the pendants on the garment, adds a graceful touch to the whole, with large necklaces all around the neck and multiple bracelets that clink with each movement. Some have even made the trend their own by creating the modern bridal look, but also the traditional look present throughout the 2001 film.

The song “San Sanana”, which we hear on each video, also benefits from this buzz by accumulating 52 million views on YouTube. A figure that has been constantly increasing since the emergence of the trend on social networks.

Several influencers have also adopted this trend by adapting it to their own culture. Designers from Thailand, Vietnam and Brazil have integrated distinctive details recalling their origins into their creations. Content creator Chang Nguyen, also known as “Inlil”, has taken up makeup under the auspices of her country of origin, Vietnam. His viral video has racked up 134.9 million views and 12.2 million likes.