Priyanka saw first-hand how South Asian skin tones, features, and traditions were overlooked or misrepresented. Kulfi was created to change that – not just by offering more inclusive shades, but by leading with cultural authenticity. From packaging design to product names, everything about the brand speaks to a South Asian experience that feels real and unfiltered.

The first product that put Kulfi on the map was the Underlined Kajal Eyeliner. It’s inspired by the traditional kajal worn across generations, but updated with a soft, skin-safe formula made from ingredients like aloe vera, vitamin E, and safflower seed oil. It’s smudge-proof, waterproof, and available in a range of bold, wearable shades like Rain Check, Nazar No More, and Tiger Queen.

Kulfi’s concealer line is also a standout. It comes in a carefully curated range of shades that take undertones seriously, especially for medium to deep skin. The formula gives solid coverage without settling into fine lines or looking heavy.

The Heirloom Satin Lipsticks are smooth, hydrating, and designed to flatter a wide range of complexions. The shades are rich, well-balanced, and named in a way that reflects culture rather than relying on generic trends. Similarly, the Mehndi Moment Blush is designed with deeper tones in mind, providing natural-looking colour that doesn’t require layering or adjustment.

Kulfi is also firmly committed to ethical and progressive values. All products are vegan, cruelty-free, and free from ingredients like parabens, mineral oils, and sulfates. We appreciate how this aligns authentically with Vedic philosophies of peace. Mica – the shimmery ingredient often linked to unethical labor practices – is responsibly sourced, with transparency built into the supply chain.

Beyond the formulas, the brand engages directly with its community by supporting mental health initiatives, particularly in South Asian and immigrant spaces. These efforts aim to break down stigma and create more space for open, supportive conversations. You can even Find Your Shade on an intuitive section of their website which matches your skin and vibe with their products.

What makes Kulfi stand out isn’t just the quality of its products – it’s the intention behind every decision. From how the shades are developed to the stories behind them, Kulfi prioritizes inclusivity, transparency, and cultural relevance in a way that feels natural and overdue. It’s not trying to blend in with the beauty industry as it is – it’s helping shape what it should become.

Kulfi has rapidly grown from an online launch, to becoming a breakout star in Sephora stores across North America. After being selected for Sephora’s “Next Big Thing” program just over a year ago, Kulfi’s sales have surged – rising 350% last year with a similar trajectory this year – making it the top-performing brand in that program and a consistent top 10 in its product categories.

To support this rapid retail expansion, the brand raised $3 million and built out a dedicated team. Now, after conquering Sephora, Kulfi is extending its retail footprint even further: starting August 8, the brand will be available at Space NK, marking its next major milestone in growth. Shop Kulfi at www.kulfibeauty.com

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