What is divorce dust? Investment banker Sarthak Ahuja recently took to Instagram to talk about the trending product in the US.
Divorce dust is a body glitter some women wear on dates when they suspect a man is already married or in a relationship. The idea is simple. If the man gets too close, the glitter will transfer to his clothes. Later, his partner may notice and suspect possible cheating.
Divorce dust “is a message to their partner that your spouse or boyfriend might be cheating on you,” Sarthak Ahuja said.
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According to the chartered accountant, it shows how consumer markets are creating products to solve modern relationship problems. He also compares it to how companies use UV protection powders and gels on expensive items.
They do this to catch employees who may be stealing. In both cases, the products are designed to reveal hidden behaviors.
Interestingly, if one searches for “divorce dust” on Indian beauty platforms like Nykaa, Ahuja says no such product comes up.
“Obviously, I’m not asking you to start selling divorce powder in India, but it’s such an open marketing opportunity for beauty brands to start SEO,” she says in an Instagram video.
The viral video has received more than 6.5 million views so far. Bollywood actress Tanishaa Mukerji is one of the users who reacted to this.
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While she responded with a “Face with tears of joy” emoji, another user joked: “This is a great revolutionary product, much needed, half the cases will be settled before the courtroom.”
“Actually it is most needed in India and would be the biggest market as well,” wrote another user.
“There should be one where you know your partner is loyal too… love dust,” chimed in another.
One user wrote: “Actually, the category exists in the name of body enhancement oils and body enhancement sprays. The use case is different. The products available can be sold in reverse as well.”
“Can’t wait for Indian men to use it themselves,” another user joked.
The reaction of American social networks
Popular social media influencer Lauren Elise, who goes by the name The Dadvocate on social media, discussed this trend months ago. According to a father’s rights campaigner, the divorce dust-up is apparently “working”.
“That’s actually how I caught my ex-husband cheating. I don’t wear glitter but the other girl does. I knew right away,” the American influencer read in a social media post on her Instagram Reel.
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“Holy damn it, I knew that glitter I found was a sign!” she was reading another post.
“Shout out to women who are smart enough and discerning enough to figure out what type of men they’re dating without weird and unreliable methods,” one of her followers responded.
“I’m not married, but if I went on a date with a woman and she was glaring at me… she’s paying my dry cleaning bill. That’s stupid,” responded another follower.
Another user wrote: “We wore glitter all the time in the late 90s and 2000s…”
“Guys start buying body glitter and lotions for their wives for no apparent reason,” joked another.