Beauty Spotlight: Celebrating South Asian Culture with Kulfi Beauty
Since its launch in 2021, the South Asian beauty brand Kulfi Beauty has been making waves for Asian Americans in the beauty industry. In reference to kulfi, a traditional South Asian frozen sweet treat reminiscent of ice cream, Kulfi’s name is sweet, fun, and colorful — just like its products.
In August 2022, Kulfi Beauty officially went live on Sephora, becoming the first-ever South Asian makeup brand on the website. The company currently hosts three products on both its website and Sephora: an eyeliner, a concealer, and its newly added blush. All three products pay homage to brand owner Priyanka Ganjoo’s South Asian heritage with bright and inclusive colors flattering all skin tones, and fun, nostalgic shade names such as “Falooda Fizz” and “Purply Pataka.”
Each Kulfi Beauty product has received rave reviews, averaging a rating of 4.6 stars on Sephora. Both consumers and beauty journalists have praised the brand, highlighting their varying benefits and claims. Below is EnVi‘s deep dive into the eyeliner, concealer, and blush from the South Asian-led brand.
Underlined Kajal Eyeliner
Kulfi Beauty’s first-ever product was the Underlined Kajal Eyeliner. It was an instant hit, featured in both Allure’s 2021 and 2022 Best of Beauty Awards. The eyeliner boasts beneficial ingredients such as aloe vera and vitamin E. When applied on the waterline, aloe vera has anti-inflammatory and moisturizing properties while vitamin E is rich in antioxidants.
The Underlined Kajal Eyeliner pays homage to kajal — also known as kohl — an eyeliner traditionally used in South Asia, the Middle East, and Africa. Kajal was originally used to protect the wearer from the harsh rays of the sun and from “Nazar,” the evil eye. In more recent years, kajal has also become a beauty staple within these cultures.
Upon launch, Kulfi Beauty campaigned the eyeliner with the phrase “Nazar No More,” not only in reference to kajal’s original purpose, but to promote empowerment and celebration of oneself. The campaign stressed celebrating one’s unique, individualistic self while breaking free from Eurocentric and patriarchal beauty standards. With claims such as “ultra-smooth, waterproof, smudge-proof, [and] drag-proof,” Kulfi’s Kajal Eyeliner sounds like the perfect product for the latest eyeliner TikTok trend — where users are putting heavy eyeliner around their eyes before washing it off, thus creating the perfect smudged eyeliner look.
The Underlined Kajal Eyeliner is available at Kulfi Beauty and Sephora, in seven different shades.
Main Match Concealer
After the Kayal eyeliner, Kulfi debuted its first complexion product: the Main Match Concealer. It is a radiant concealer filled with skin-loving ingredients. The Main Match Concealer highlights four key ingredients: amla fruit extract, saffron flower extract, rosehip extract, and licorice root extract. Amla fruit, or Indian gooseberry, contains antioxidant and brightening properties, making the concealer perfect for brightening the under eyes. Saffron flower, an expensive spice revered by many cultures around the world, is used in skincare and makeup as an antioxidant. It helps with skin discoloration, dark spots, and UV radiation. Rosehip extract helps moisturize the skin which is especially useful for concealing areas like the under-eye. Finally, licorice root has anti-inflammatory benefits, which can possibly help with acne and inflamed areas.
The Main Match Concealer is available in 12 shades at Kulfi Beauty and Sephora.
Mehndi Moment Blush
Kulfi Beauty’s latest product is their Mehndi Moment Blush, a cream-based and highly pigmented pop of color for the cheeks. Historically, makeup brands have catered to those with lighter skin tones. It isn’t any different for blush; many blushes struggle to appear on deeper skin tones. Whether it’s because the blush is too pale or there isn’t enough pigment to create a rosy glow, blush can be a difficult step in a makeup routine for people of color.
Kulfi Beauty sought to solve this issue with their Mehndi Moment Blush promising a “highly-pigmented and long-lasting buildable cream blush that blends seamlessly into skin for a radiant flush of color.” The blush also pays homage to the art of henna, a South Asian practice traditionally drawn onto the body during celebrations. With blush being one of the quickest makeup products to fade, Kulfi Beauty promises their Mehndi Moment Blush will last just as long and stay as pigmented as henna.
The Mehndi Moment Blush can be purchased in five different shades at Kulfi Beauty and Sephora.
As an emerging beauty brand, Kulfi Beauty has established its name in the beauty industry with amazing products by people of color and for people of color. The brand’s advocacy doesn’t just end with Asian Americans. Kulfi Beauty is loud and proud in their support for mental health awareness. Kulfi’s blog hosts a variety of articles detailing stories and advice on life and mental health. Additionally, the brand has promised to donate 1% of all earnings to mental health organizations. While the stigma around mental health remains prevalent in South Asian and Asian American communities, Kulfi Beauty is doing their part by giving back and raising awareness.
More than just a beauty brand, Kulfi Beauty is a ripple in a sea of white-dominated companies, and a voice for its community.
Looking for more beauty products to buy? Check out some of EnVi’s favorite red lip products here!
All products featured on EnVi are independently selected by our editors. However, we may earn a commission from qualifiying purchases.
