The brand’s first launch reinvents the classic kajal look, offering five bold colors that present beautifully on deeper skin tones.
According to Allure, The birth and soon-to-be rise of Kulfi Beauty can be largely attributed to founder Priyanka Ganjoo‘s desire to change her relationship with makeup into one of fun and self-expression. After all, the brand is named after a traditional, frozen South Asian dessert — known for its colorful appearances and variations — for a reason.
Similar to ice cream in texture, this milky treat is the focal point of some of Ganjoo’s happiest and most carefree childhood memories.
That’s not to say that her brand philosophy necessarily aligned with her experiences growing up. As someone who didn’t wear makeup until her early 20s, Ganjoo had plenty of time to acquaint herself with the ways that the patriarchy insisted on labeling makeup as a way to attract men or to look more professional in the workplace. Growing increasingly frustrated with these societal taboos, she made it her personal mission to create a beauty brand that actually empowered herself and fellow South Asians.
But it wasn’t until Ganjoo started working in the beauty industry (her résumé is padded with heavyweights, like Estée Lauder and Ipsy) herself that she started to see makeup in this new light. While testing loose glitter eye shadows with her team at Ipsy and subsequently got drenched in pearlescent particles, “I had this ‘aha’ moment — like, wait, makeup is fun,” she recalls.
Six years later, she decided to leave the corporate world to focus on making sure future generations of South Asians feel accepted and see themselves represented inside and outside of the beauty industry. And if there wasn’t a brand authentically representing her culture and spreading that kind of reaffirming messaging, Ganjoo would start her own.
For full story visit Art BY SARAH HAN
