Launch Date: February 2021
Geography: New York, NY, US
Founder: Priyanka Ganjoo, Founder + CEO
Executive Team: Gabrielle Kerins, Marketing Director
Board Member: Ken Suslow, Sandbridge Capital
Notable Investor: Sandbridge Capital
2026 Full Year Projected Revenue: $10M - $20M, according to industry estimates
Primary Category: Makeup
Other Category: Skincare
Funding: Private Equity
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 750
Kulfi was born from a simple but deeply personal truth: South Asians deserve to see ourselves reflected in beauty—joyfully, authentically, and without compromise. After a decade working in the beauty industry, I realized that the people who looked like me were still treated as an afterthought. Shade ranges didn’t match. Color stories didn’t reflect our undertones. And conversations around South Asian identity were reduced to stereotypes instead of celebrated for their nuance.
I created Kulfi to change that narrative. Named after the colorful South Asian dessert, the brand is rooted in self-expression, play, and cultural pride. Our products are designed for the unique needs of South Asian skin tones and made to spark joy, from our lightweight undereye tint to our best-selling kajal eyeliners.
At its heart, Kulfi is more than makeup. We’re building a community that challenges colorism, elevates representation, and makes beauty feel inclusive and fun again. Kulfi is beauty that feels like home.
Insights: Priyanka Ganjoo, Founder + CEO
Why now and why you?
Beauty is in a moment where consumers want truth, cultural relevance, and brands with a real point of view. I spent years working inside legacy beauty companies, and as a South Asian woman, I saw firsthand how often our community was overlooked. I launched Kulfi because representation shouldn’t be optional—and because I knew I could build a brand rooted in both personal experience and deep industry expertise.
What fuels your competitive advantage?
We design every product with South Asian skin tones, undertones, and cultural beauty rituals in mind—not as an afterthought. Our formulas, shade development, and storytelling all come from lived experience. Beyond product, our competitive edge is our philosophy: We lead with joy, authenticity, and representation, not trends.
What’s your proudest accomplishment to date?
Creating a truly loved community. Seeing South Asian customers tell us, “This is the first time I’ve felt seen in beauty,” is the greatest accomplishment. Winning awards and going viral is wonderful, but shifting how people feel about themselves is what matters.
What is the one thing you wish someone had told you?
Building a mission-driven brand takes patience. The impact compounds slowly, and that’s okay. Consistency is more powerful than overnight momentum.
What would you tell your past self before starting this journey?
Trust your instincts, especially the ones that feel “too personal.” The story you were afraid wasn’t universal enough ended up resonating with millions.
What does success look like in the next 3-5 years?
Culturally, I want Kulfi to be synonymous with joyful South Asian representation in beauty. From a business standpoint, success means expanding our product categories, deepening retail partnerships, and fostering a global community that feels emotionally connected to our mission. Impact, not just scale, is the goal.
What's one industry trend that is overhyped, and what's being overlooked?
Overlooked: shade nuance and undertone diversity. There’s still a massive gap in thoughtful, inclusive complexion products, especially for communities like ours.
How do you think the industry needs to evolve?
Brands need to move past performative inclusivity and invest in genuine cultural understanding—from product development to campaigns to team leadership. Real representation starts internally.
If you could wave a magic wand, what one wish would you make for your business?
To make sure the next generation feels celebrated, not overlooked.