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“That playfulness andnostalgiaare what makes Kulfi the perfect name for the brand,” she tellAllure.
Courtesy of brand
That’s not to say that her brand philosophy necessarily aligned with her experiences growing up.
Meet Kulfi’s first product launch of many: fiveUnderlined Kajal Eyelinerscarefully curated to enrich South Asian skin tones.
In fact, “kajal is actually very integral to South Asian culture,” Ganjoo says.
Founder Priyanka Ganjoo (left) and five Kulfi Kajal Eyeliners in shades Nazar No More, Tiger Queen, Purply Pataka, Cheeky Chiku, and Tiger Queen lined up (right)
That’s to say it’s easily smudgeable for your classicsmoky eyesbut doesn’t budge once it dries down.
For those unfamiliar, “nazar” is a reference to the evil eye.
“I didn’t grow up feeling beautiful,” Ganjoo shares.
A close-up of the Kulfi Kajal Eyeliner in Purply Pataka (left) and Kulfi’s packaging designed with an evil eye or “nazar."
Yet, Ganjoon lights up when talking aboutGen Z, who Kulfi Beauty is aimed towards.
“For them, inclusivity is just a baseline,” she explains.
“People are looking forcommunitymore than ever,” Ganjoo shares.
The deeply engaged, Gen Z-heavy following Kulfi has already cultivated leading up to its launch is to thank.
Playing with the Kajal Eyeliners are sure to brighten your mood on the millionthwork-from-home dayin the row.
Starting today, February 16, you’re able to shop them atkulfibeauty.comfor $20 each.
All products featured on Allure are independently selected by our editors.
However, when you buy something through our retail links, we may earn an affiliate commission.
