Priyanka Ganjoo, The South Asian Founder Shaking Up The Beauty Industry
Get ready to hear the name Priyanka Ganjoo everywhere. The founder of Kulfi Beauty isn’t just another name on the indie-beauty roster; she’s the young woman unapologetically putting South Asian culture front and centre in an industry that’s been far too beige for far too long.
Inspired by the creamy, joyful colours of the desserts she grew up with, Priyanka’s brand celebrates identity, playfulness, and inclusivity with a pinch of rebellion. Her kajal liners have already hit cult status, her ethos is winning over Gen-Z and millennials alike, beauty editors can’t stop talking about Kulfi, and as of this month, it’s now available in SpaceNK. Bold, joy-filled, and rooted in heritage, Kulfi is more than a beauty brand; it’s a movement. We sat down with Priyanka to listen to her success story….
What was the personal spark that led you to create Kulfi Beauty?
I’d say it was an “aha”, realising makeup could be playful, not just functional. While working in beauty, I remember opening glitter eyeshadows that scattered all over my desk and spontaneously laughing – that moment unlocked how joyful makeup could be for me. But the bigger catalyst was not seeing South Asian representation or shade ranges that worked for me. I began talking to people in Facebook groups, conducting hundreds of in-person interviews across New York and online surveys worldwide, and even flew to Mumbai to understand what beauty consumers were looking for that was missing in the market.
The bigger catalyst was not seeing South Asian representation or shade ranges that worked for me.
The name ‘Kulfi’ is so evocative – what does it mean to you, and why did you choose it for your brand?
It’s this dense, creamy frozen dessert I loved in scorching Delhi summers – it brings back joy, colour, texture, carefree childhood memories. That’s the feeling I wanted our brand to evoke: beauty as playful and celebratory.
How does your South Asian heritage influence your approach to beauty and product creation?
We’re inspired by my heritage and lived experiences, shade colours inspired by sari textiles, the logo inspired by South Asian scripts, and product names that reference nostalgia. We also take South Asian skin tones and undertones into consideration when developing our range.
Did you feel a lack of representation growing up in beauty spaces?
Yes. For a long time, I thought makeup wasn’t for me because I didn’t see anyone who looked like me in beauty media. Even when working in the beauty industry, I felt like an outsider, as we were often not in those rooms and at the table where beauty industry trends were being shaped.
What were some of the biggest hurdles in launching a beauty brand rooted in culture, and how did you overcome them?
The challenge was both emotional and structural. Entrepreneurship requires unwavering persistence and overcoming all the negative voices, including sometimes your own. We were charting our own path, so it was hard to find role models or even sometimes explain what we wanted to build, as people wanted to put us in a specific box.
Entrepreneurship requires unwavering persistence and overcoming all the negative voices, including sometimes your own.
I leaned on the small but engaged community we were building on our Instagram and through our blog. They were rooting for us and kept me focused on my mission. I also found a lot of inspiration in conversations with this community, which helped us shape our early product range and campaign messaging. When we launched, this community really showed up and helped generate the early word of mouth and buzz.
What’s the product you’re most proud of and why?
Our Main Match Concealer is the product I’m proudest of because it was shaped by our community from start to finish. We heard the frustration around shade matching and set out to create a creamy, breathable formula with shades designed for undertones that are so often missed. Seeing people try it and say, “This is my exact match,” never gets old.
Have there been any unexpected moments or feedback that really moved you since launch?
The feedback from the community has been the most profound – seeing people say, “I feel seen in the brand,” or “I never thought I could wear colour till I tried your eyeliner”.
Believe in yourself even if no one else does. Your voice deserves a space.
What beauty traditions or rituals from your upbringing still influence your routine today?
Hair oiling is essential! It’s my mum’s solution for everything in life. But it’s something that still brings me joy and is a moment of self-care. Our Free The Brow Brow Gel is inspired by hair oiling, creating that moment of self-care for your brows.
What advice would you give to aspiring founders, especially women of colour, trying to break into the beauty world?
Believe in yourself even if no one else does. Your voice deserves a space. Once you put your thoughts into words and actions, the community that resonates will build around you and be your North Star.
What’s in your makeup bag right now, and what product do you reach for on your most ‘you’ days?
Badi Lash Mascara. I love how it lifts and volumises the lashes. Just a swipe is all I need to feel put together and ready for the day.
How do you take care of your skin, any wellness rituals, or go-to products?
I have dry skin, and my concerns are hyperpigmentation and dullness. My go-to formulas are hydrating: Dieux Instant Angel Lipid-Rich Facial Moisturiser, for example, and clinical formulas that help my concerns: SkinCeuticals C E Ferulic Drops, Medik8 Multi-Peptide Serum, and a gentle retinol from the K-beauty brand Iope.
I also love incorporating our new Double Life Primer into my day and night routine, as it has active skincare ingredients for my skin concerns.
For self-care, I use Fable & Mane’s HoliRoots Hair Oil for my weekly head massage. I also incorporate Pilates and strength training into my morning routine, and wind down the day by cooking and lighting incense. Lighting incense is a ritual that I grew up with.
What’s your relationship with Ayurvedic or traditional beauty practices?
I think the most important relationship is with food. I don’t know too much about Ayurvedic principles, but I try to incorporate food that I grew up knowing was good for me and my gut – like turmeric, saffron, and yoghurt into my daily life. I recently started taking ashwagandha as a supplement for stress relief, and I want to explore this space more.
Finally, what’s your signature scent?
I’m drawn to Le Labo The Noir 29 – it’s grounded yet fresh and feels most like me.
