In a time when new makeup brands are launching left right and center, Kulfi Beauty emerges as the colorful and diverse brand that we have been waiting for. It launched on the 16th of February 2021 and their products are now available for purchase on kulfibeauty.com. For their first launch, they released kajal eyeliners in five shades, a sticker sheet, and two headbands.
Priyanka Ganjoo is the founder of the company and she states that Kulfi is “an ode to the girl growing up in Delhi spending summers eating kulfi and to the woman [she is] today.” Kulfi is a type of frozen dairy dessert that originates in the Indian subcontinent. She worked for indie and established brands to help grow their business but got tired of waiting for South Asians to be at the forefront without the tokenization and appropriation. Kulfi Beauty is “a celebration of culture and beauty”.
Two of the brand’s main objectives are representation and mental health. The former focuses on ensuring that the products, storytelling, and actions are spoken with a strong South Asian voice. But also, that the products are tested on different skin tones, undertones, and skin concerns which is something that many people of color struggle with. The latter states that donations to mental health organizations are made in order to serve the challenges of their community. This is a step to the right direction, especially with mental health issues still being taboo in many South Asian countries such as India. This is a huge step towards destigmatizing and providing resources to those who might need it.
There are a total of eight products for their first launch: five shades of their Underlined kajal eyeliners, a Nazar No More sticker sheet, and two colors of their Everyday Headband. All the products are currently only available to be shipped in the US only.
The Underlined kajal eyeliners come in five shades: Nazar No More (black), Tiger Queen (terracotta), Cheeky Chiku (brown), Purply Pataka (purple), and Rain Check (blue). It is formulated with Aloe Vera extract and Vitamin E complex, making them extremely moisturizing. They are advertised as pigmented, long-wearing, waterproof, smudge-proof, cruelty-free, and vegan.
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The Nazar No More sticker sheet is designed by Aditi Damle, an illustrator and visual artist.
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The Everyday Headband is made with microfiber which makes it absorbent, comfortable, soft and has a secure fit. It comes in two colors: lavender and marigold.
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