Priyanka Ganjoo, the visionary founder of Kulfi Beauty, has emerged as a trailblazer in the beauty industry, redefining standards for South Asian representation. Her brand is not merely about cosmetics; it’s a vibrant movement rooted in cultural celebration and an unwavering commitment to joy, challenging an industry that historically overlooked a significant demographic.
Ganjoo’s journey into entrepreneurship was born from a glaring observation during her five years in the corporate beauty world: the persistent exclusion of South Asian individuals. Despite holding a position in merchandising that exposed her to countless brands, she realized no major player was genuinely centering South Asian beauty needs, from limited shade ranges to absent campaigns. This realization propelled her to take the audacious leap and create the solution herself, giving rise to Kulfi Beauty in 2021.
At the heart of Kulfi’s philosophy is the concept of joy, a deliberate counterpoint to how South Asian beauty is often portrayed. Ganjoo’s own upbringing was filled with loving cultural rituals—her mother oiling her hair or applying kajal to ward off the evil eye. These deeply personal experiences of love and community became the blueprint for Kulfi, influencing everything from its distinctive orange and lavender color palette to product names like ‘First Sari’ lipstick and its inclusive campaigns, fostering a sense of playful self-expression.
Kulfi Beauty’s inaugural product, a bold and colorful kajal, exemplifies its innovative approach. While launching with a single product might have seemed unconventional to some, Ganjoo chose kajal specifically for its profound cultural significance. Her intention was to reclaim this traditional element, transforming it into a modern, vibrant statement that challenges conventional beauty norms and champions diverse aesthetics through inclusive makeup.
Beyond its symbolic first product, Kulfi Beauty offers other standout items that have garnered acclaim. The Lassi Lips Lip Oils, renowned for their smooth glide and beautiful matte tint, are perfect for layering, offering versatility for various skin tones. The Baddi Lash Mascara, a tubing formula, addresses a common concern for many South Asian people by effectively lifting and volumizing naturally straighter, heavier lashes, further cementing Kulfi’s commitment to addressing specific needs within inclusive beauty.
The brand’s recent expansion into the UK market marks a pivotal moment, especially given the significant South Asian diaspora residing there. This move is not just about extending market reach; it’s a profound statement about bringing representation into physical spaces, as evidenced by their launch at Space NK. Kulfi Beauty aims to ensure that its community feels seen and catered to, both online and in real life.
Ultimately, Priyanka Ganjoo’s vision for Kulfi Beauty transcends traditional cosmetic lines. It’s an empowering invitation to consumers to embrace their authentic selves, fostering confidence and celebrating individuality. Kulfi stands as a testament that beauty does not require conforming to narrow standards; instead, it is an avenue for playful exploration and full-color self-expression, truly embodying the spirit of beauty entrepreneurship for a diverse audience.
