When Beauty Execs Said 'Not Mainstream Enough,' Kulfi's Founder Said 'Hold My Lassi'
As the first South Asian-inspired makeup brand to grace Sephora's shelves, Kulfi isn't just selling makeup, it's serving up a delicious reimagining of beauty itself.
There's something revolutionary about naming a beauty brand after a dessert. Not the expected French patisserie or Italian gelato that has become standard fare in luxury marketing, but kulfi, the beloved South Asian frozen treat with notes of cardamom, saffron, and pistachio that turns sweltering Delhi summers into memories of joy.
It's this deliberate choice that perfectly encapsulates what makes Kulfi Beauty different: a refusal to dilute cultural identity in pursuit of mainstream appeal, coupled with an unwavering belief that specificity breeds universality, not limitation.
"Kulfi, the dessert, brings back memories of my carefree summer days in Delhi, India—of joy, warmth, and connection," founder Priyanka Ganjoo explains. "That feeling is at the heart of everything we do at Kulfi."
The beauty industry has long operated on the unspoken premise that cultural specificity must be watered down to appeal broadly, or worse, exoticized to appear novel. Kulfi Beauty rejects this premise entirely. Its products don't merely occupy shelf space; they're creating new territory in an industry that has historically left little room for South Asian representation.
Tired of Waiting for Representation? Build It Yourself
Before Kulfi's vibrant packaging began turning heads at Sephora, Ganjoo spent years navigating the corporate beauty world, consistently confronting the industry's blind spots.
"I remember searching for products that matched my skin tone and undertones or campaigns that made me feel seen, but they just didn't exist," she says, recalling the precise moment she realized that true change wouldn't come from within existing structures. "That realization hit hard: if I wanted to see a brand that celebrated people who looked like me, I couldn't wait for someone else to create it."
The beauty industry has long operated on the unspoken premise that cultural specificity must be watered down to appeal broadly, or worse, exoticized to appear novel.
This epiphany (equal parts frustration and vision) catalyzed Kulfi's creation as both a product line and a platform. Her challenge was clear: build a brand that honors cultural heritage without being pigeonholed, one that celebrates South Asian beauty while appealing to everyone.
When pitching to investors and retailers, she encountered skepticism that bordered on dismissal. "Most beauty executives and investors I spoke to did not get it at all. Even if they did, they also thought a South Asian cultural lens wouldn't be aspirational."
The underlying message was clear: beauty with a South Asian perspective wasn't considered marketable beyond its immediate community, a perspective that Kulfi's success has thoroughly disproven.
Crafting Formulas with Cultural DNA
Kulfi's award-winning formulations weren't born overnight. The brand typically develops products over an 18-24 month period, testing them with diverse panels to ensure they perform flawlessly across all skin tones.
Take their first product, kajal eyeliner. Traditionally a staple in South Asian beauty rituals, conventional kajal often smudges easily, relegating it to special occasions rather than everyday wear. Kulfi's reimagined version maintains the high pigment payoff and smooth glide of traditional kajal while being smudge-proof and user-friendly. How’s that for technical excellence in service of cultural relevance?
"It starts with listening—to our community, their needs, and their stories," Ganjoo explains of the development process. This approach has led to products that speak directly to experiences long overlooked by mainstream beauty.
The brand's Free The Brow Brow Gel draws inspiration from hair oiling traditions, while their universally flattering "First Sari" berry shade has become such a bestseller across product lines that it's evolved into its own micro-franchise within the brand.
Unlearning Beauty Standards
Perhaps the most striking part of Kulfi's journey is Ganjoo’s personal transformation alongside the brand's growth. "When I started Kulfi, I realized how much of the 'beauty standard' conditioning I had to unlearn," she admits. "I didn't feel like I looked like a typical beauty founder."
Growing up, her experience with makeup was narrow. It was presented primarily as a tool to attract male attention, lighten skin, or minimize features like her nose. It wasn't until her late twenties that she discovered makeup could be expressive and joyful.
The brand's campaigns actively challenge narrow beauty standards (what Ganjoo poetically calls "nazar" or the evil eye) through a colorful rebellion that celebrates rather than diminishes South Asian features.
Slow Beauty in a Fast Market
In an industry obsessed with constant newness, Kulfi has boldly embraced a "slow beauty" approach, refusing to chase trends or rush products to market.
"Our approach to product development is about going deep into the why," Ganjoo explains. "If we don't feel the product delivers a point of difference, solves a need, and tells a story, we don't launch it."
This philosophy has meant walking away from opportunities for quick growth. One product has been in development since 2021, scheduled to launch only this fall after years of refinement. It's a stark contrast to the industry's typical product development timeline, which can sometimes be measured in weeks rather than years.
"If you copy a trending product, someone else can copy it too, and do it cheaper and at a larger scale than an indie brand," Ganjoo notes with characteristic frankness. "Your brand will be known for that... the customer doesn't know what you stand for."
Rewriting the Beauty Narrative
Kulfi's commitment to authentic representation extends beyond its product line. The brand actively platforms community members who embody its values, like Tanya, a model with a beautiful unibrow, discovered through a TikTok casting call.
"When she came to our shoot, I was so impressed by how comfortable she felt owning her look, owning her unibrow," the founder recalls. "I wish I had seen someone like her growing up when I was teased for my bushy brows!"
This commitment to visibility isn't performative; it's central to the brand's DNA. "There is more to that brow campaign image; there is a dialogue that empowers people to feel seen and celebrated, not just as consumers but as individuals."
The Road Ahead
As for the future, Ganjoo has her sights set on the complexion category, a space where South Asian undertones remain understudied and underserved. "Our South Asian customers have been asking us to make a foundation or skin tint for a long time," she reveals.
Given the brand's meticulous approach to product development, these offerings may be years away. But if Kulfi's trajectory thus far is any indication, they'll be worth the wait.
In an industry where cultural inspiration often amounts to appropriation without attribution, Kulfi stands as a model for honoring tradition while innovating for the future. It's not just selling makeup; it's serving joy in every tube, palette, and campaign. It’s a sweet reminder that beauty, like the dessert that inspired its name, should be a source of pleasure, connection, and cultural pride.
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