There’s something so satisfying about when things fall neatly into place, like the arrival of beauty brand Kulfi in the UK. And the timing? Perfect. South Asian Heritage Month, an audience ready and waiting, and four years of admiring from afar. Finally, it’s here, in all its glory, on UK soil.
Kulfi draws you in with joyful, vibrant branding and a clear sense of its own identity. Founded in 2021 by Priyanka Ganjoo, it became the first South Asian make-up brand to be stocked in Sephora. As Ganjoo told Marie Claire, “Kulfi is born out of both personal frustration and possibility. I didn’t grow up wearing make-up, and when I finally stepped into beauty through roles at Estée Lauder and IPSY (a personalised make-up and beauty sample subscription company), I was struck by how joyful it could be—but also how little of it reflected my skin tone, my culture, or my story. Even with access to shelves of product, I couldn’t find a shade that truly matched me.”
