Why Kulfi Beauty Matters Right Now
September often feels like a reset, a chance to refresh your beauty routine after summer. As the days get shorter and cooler, many of us look for makeup that’s both uplifting and comforting. That’s where Kulfi Beauty shines.
Founded in 2021, Kulfi Beauty is more than a makeup brand; it’s a movement. With playful packaging, vibrant shades, and formulas designed for inclusivity, it’s been described as “makeup that feels like joy.” The name, Kulfi, comes from a South Asian frozen dessert that is sweet, colorful, and nostalgic, which perfectly mirrors the brand’s ethos of celebrating individuality with warmth and delight.
In this post, we’ll take a deep dive into Kulfi Beauty’s story, explore their best products, unpack their values, and share why this is the perfect time to try the brand if you haven’t yet.
The Story Behind the Brand
Priyanka Ganjoo was the founder of Kulfi Beauty. She is a South Asian woman who had spent years in the beauty industry working for Estée Lauder and IPSY. Despite her insider knowledge, she often felt unseen, both in the boardroom and in front of the mirror. Shade ranges rarely suited her undertones, cultural beauty practices were ignored, and representation in campaigns was minimal.
Instead of accepting the lack of inclusion, Priyanka created a brand where everyone could feel at home. She envisioned makeup as a joyful ritual, something you do for yourself, not for approval. And so, in 2021, Kulfi Beauty launched with a bold mission:
Celebrate South Asian beauty traditions while making products accessible to everyone.
Prioritize inclusivity in shades, undertones, and textures.
Bring joy back to makeup with playful names, cultural references, and vibrant packaging.
Did You Know?
Kulfi Beauty’s very first product launch was the Underlined Kajal Eyeliner, a nod to South Asian beauty rituals where kajal (kohl) has been used for centuries to enhance and protect the eyes.
Kulfi Beauty’s Philosophy
The philosophy behind Kulfi Beauty has its basis in joy, inclusivity, and community. Unlike brands that chase perfection, Kulfi encourages people to take up space, express themselves freely, and embrace imperfections.
Three key pillars define the brand:
- Representation Matters
Kulfi Beauty actively creates shades and tones for deeper and warmer skin types, groups historically overlooked in mainstream beauty. - Joyful Expression
From product names like Mehndi Moment and Lassi Lips to the bright packaging inspired by Indian desserts, the brand sees makeup as play, not pressure. - Clean, Conscious, and Caring
Kulfi Beauty is vegan, cruelty-free, and clean, free of parabens, phthalates, and other harsh ingredients. Sustainability is a priority, with eco-friendly packaging and recycling initiatives.
Top Kulfi Beauty Products to Try in 2025
1. Main Match Concealer
This hydrating concealer comes in 21 shades designed to suit a wide range of undertones. It blends seamlessly without creasing, ideal for covering dark circles or hyperpigmentation.
- Why it’s loved: Inclusive shades, non-cakey formula, long-lasting hydration.
- Best for: Everyday wear, especially if you have dry or combination skin.
2. Lassi Lips Staining Lip Oil
Inspired by the South Asian yoghurt drink, this lip oil is both glossy and long-lasting. It gives lips a juicy shine while staining them with natural-looking colour.
- Why it’s loved: Non-sticky, moisturizing, color that lasts even after eating.
- Best for: A low-maintenance but polished lip look.
3. Zari Eyes Cream Eyeshadow
These cream eyeshadows are inspired by zari threads (gold and silver embroidery in South Asian fabrics). The shades are iridescent, easy to apply with fingers, and crease-resistant.
- Why it’s loved: Quick to apply, perfect for on-the-go looks.
- Best for: Effortless glam in under a minute.
4. Mehndi Moment Blush
This mousse-like blush is bold, long-wearing, and flattering on deeper skin tones. Its name nods to mehndi (henna), a cultural ritual of adornment.
- Why it’s loved: High pigment, soft texture, cultural storytelling.
- Best for: Adding a pop of colour that lasts all day.
5. Free the Brow Gel
Unlike traditional stiff brow gels, this one nourishes brows with vitamin E and sunflower oil while offering soft hold.
- Why it’s loved: Enhances natural brows rather than forcing them into shape.
- Best for: Feathered, fluffy, natural brows.
6. Badi Lash Tubing Mascara
Smudge-proof, lengthening, and volumising, without the dreaded raccoon eyes. The tubing technology makes removal easy with warm water.
- Why it’s loved: All-day wear without flaking.
- Best for: Sensitive eyes and humid climates.
Shopping Guide: Where to Buy Kulfi Beauty
Kulfi Beauty is now available at:
- Space NK (UK)
- Sephora US
- Kulfi Beauty’s official website (ships internationally)
Most products retail for under £30, making them an accessible option in the mid-range beauty market.
Kulfi Beauty and Mental Health
One of the unique aspects of Kulfi Beauty is its commitment to mental health advocacy. Through its platform Kulfi Bites, the brand shares stories around identity, joy, and healing, using beauty as a vehicle for deeper conversations.
This is not just makeup for the sake of looking polished; it’s makeup that supports confidence, community, and care.
Conclusion: Why September Is the Perfect Time to Try Kulfi Beauty
As we step into September, with its blend of nostalgia and fresh starts, Kulfi Beauty feels like the perfect companion. It’s makeup that makes you smile when you open it, shades that actually work across undertones, and a philosophy that embraces community, culture, and confidence.
Whether you’re reaching for the Main Match Concealer, swiping on Mehndi Moment Blush, or adding a hint of shimmer with Zari Eyes, Kulfi Beauty reminds us that makeup should be joyful, inclusive, and unapologetically you.
Bear in mind that some of the links in this post are affiliate links and if you go through them to make a purchase I will earn a commission. Keep in mind that I link these companies and their products because of their quality and not because of the commission I receive from your purchases. The decision is yours, and whether or not you decide to buy something is completely up to you.
