How Kulfi Puts South Asian Culture and Community at the Heart of Beauty

Brown-owned beauty brands are few and far between, so when one crops up, it's impossible not to be excited about it. Kulfi Beauty was founded by Priyanka Ganjoo back in 2021 in New York City and just four years later, it's making its official launch across the globe. Born from a desire to create products that empower and celebrate South Asian skin tones, the brand focuses on playfulness, vibrant colors and above all else: joy.

"I realized I wanted to create a brand that's joyful, welcoming and with products for all skin tones. Kulfi is rooted in the belief that beauty should feel fun and expressive - not like something you have to earn your way into," Ganjoo tells us.

As the brand geared up for its long-awaited launch on U.K. soil, we caught up with Ganjoo to take a trip down memory lane and find out more about how it all began.

Read on for the full interview and head to the Kulfi Beauty website for more information about its products.

Tell me a bit about the story behind the brand. How did you get started?
The idea [for Kulfi] came from my personal experience of rediscovering beauty. I didn't grow up wearing makeup - it felt intimidating and like it wasn't really made for me. It wasn't until I started working in the industry, first at Estée Lauder and then at IPSY, that I was exposed to the joy, creativity and playfulness that beauty can offer.

Even then, surrounded by products, I couldn't find shades that truly complemented my skin tone - or felt approachable. That was my 'aha' moment and I realized I wanted to create a brand that's joyful, welcoming and with products for all skin tones. Kulfi is rooted in the belief that beauty should feel fun and expressive - not like something you have to earn your way into.

What's the significance of the name for those who don't know?
Kulfi is a South Asian dessert - sweet, nostalgic, full of flavor and fun. It instantly evokes warmth, joy and childhood memories for many of us. Naming the brand Kulfi was about anchoring the identity in something culturally specific, personal and celebratory—something that says: you belong here.

As a brown woman, there's something so exciting about a South Asian-owned brand creating beauty for our skin tones. What can you tell me about the process of choosing shades? How do you ensure you get them right?
It means a lot to hear that - because that's exactly why Kulfi exists. We've always known that South Asian skin tones can't be boxed into just one or two shades, yet that's often what the industry offers. Our process is deeply community-driven. We work closely with our audience - surveying, testing across a wide range of undertones and refining based on real feedback. For example, our Main Match Concealer includes 21 shades, each formulated with intention, not just range. We use real skin swatches and community insights to make sure the undertones actually match and not just appear inclusive on paper.

We also draw a lot of inspiration from South Asian culture, especially textiles and art. One of our eyeshadows, Chammak Challo Zari Eyes, is a duo-chrome chartreuse inspired by the vibrant colors of a sari. If it makes a statement in clothing, it should make a statement in makeup, too.

What's the product you're proudest of so far?
Our Underlined Kajal Eyeliner is the heart of our brand. It was our first product and it reimagines a cultural staple - kajal - with a modern, smudge-proof and creamy formula that honors the tradition behind it. It’s where heritage met innovation for us, and it’s still one of our bestsellers.

Kulfi has finally launched in the U.K., something many fans of the brand here have been waiting for. What makes this the right time to launch here?
We've had love from the U.K. since day one. Some of the first creators to talk about Kulfi were based here, and over time, we saw demand grow - from social media traffic to customer DMs. We've spent the past four years building a strong foundation in the U.S., and now, with the right retail partner in Space NK and a product lineup that's resonating, it felt like the perfect moment to bring Kulfi to a multicultural, beauty-savvy market like the U.K.

What are some of the future goals for the brand?
We're focused on deepening our presence in the U.K. - bringing the community experiences we're known for in the U.S. over. On the product front, we're launching a new collection in September inspired by desi birthday parties from the '90s: playful, nostalgic and full of flavor. Long-term, we're continuing to build Kulfi as a global brand that puts joy, culture and community at the center of beauty.

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