A makeup brand celebrating South Asian heritage with clean, vegan formulas designed for inclusive skin tones.
ORIGIN
USA
PRICE TIER
premium
Launched in 2021 by Priyanka Ganjoo, a former executive at Ipsy and Estée Lauder, Kulfi Beauty was created to address the underrepresentation of South Asians in the beauty industry. The brand’s name is a nostalgic nod to the colorful South Asian dessert, reflecting its mission to bring joy and playfulness back into makeup. Kulfi’s ethos is built on challenging Eurocentric beauty standards and creating a space for self-expression within the South Asian community. The brand debuted with its Underlined Kajal Eyeliner, a modern take on a cultural staple, formulated to be creamy, waterproof, and intensely pigmented. This hero product was soon followed by other successful launches, including the Main Match Concealer, which offers a curated range of shades that specifically cater to the undertones of medium to deep skin.