PRIYANKA GANJOO

FOUNDER, KULFI BEAUTY

Priyanka decided to build the makeup brand she always wanted to represent her but never found, despite working in beauty sales and merchandising for years. The result is Kulfi: an unapologetically South Asian-centred range of products, set on doing away with whitewashed beauty ideals.

To set the tone for Priyanka’s vision, Kulfi’s launch campaign consciously emphasised representation at every level. It was creatively directed by Badal Patel, and used exclusively South Asian models of varying skintones and ethnicities. And the name ‘Nazar No More’ paid homage to how kajal is traditionally used against the evil eye, or ‘nazar’ in South Asian culture. Since then, Kulfi has been accepted onto Sephora’s Accelerate Program.

Priyanka has also launchedKulfi Bites – a linked blog where she shares stories of self-expression and discusses topics like colourism. In future she plans for Kulfi to support South Asian charities and offer guided discussions, as a way to give the wider community extra emotional support.