In a welcome move toward diverse representation, Kulfi—the high-energy, clean-beauty brand inspired by South Asian culture—is born in the UK. In 2021, Priyanka Ganjoo, who spent years as a corporate beauty executive, created the company, which has employed bold expression to address a significant lack of inclusivity. The move isn’t just expansion; it’s a deliberate embrace of a dynamic, multicultural market deeply rooted in tradition and style. The UK’s thriving South Asian diaspora and long‑standing enthusiasm for beauty make it a natural next step for Kulfi’s global vision. Ganjoo remarks, “The UK audience has been asking for us.”
An Exclusivity at Space NK
Kulfi debuts in Britain with an exclusive partnership at Space NK, generating buzz among beauty fans starved for something fresh, challenging, and culturally iconic. Extended online availability as well, both on Space NK and kulfibeauty.com, offers full access to the range from anywhere across the UK.
A Palette of Culture‑Inspired Hero Products
Kulfi launches with an unapologetically color‑driven debut collection priced from $25 to $43, featuring standout products that merge South Asian heritage and clean beauty innovation:
- Kajal Eyeliner
Withdrawing inspiration from traditional South Asian kajal rituals, designed to ward off bad luck, this eyeliner is ultra‑smooth, waterproof, and smudge‑proof. With the addition of aloe vera and vitamin E, it glides on sophisticated, long‑lasting color.
- Lassi Lips Staining Lip Oil
This fusion lip gloss product glides on and dries to a fully pigmented stain. Enriched with nourishing mango seed oil, coconut oil, and vitamin E, it gives maximum comfort and transfer-free wear.
- Zari Eyeshadow
A bounteous cream-to-powder texture, crease-free and highly colored, that replicates metallic strands (zari) that embellish traditional South Asian clothing. Fitted with aloe vera, vitamin E, and chamomile, it imparts a lustrous glow with outstanding staying power.
- Double Life Serum Primer
Kulfi’s newest innovation, this hydrating hybrid primer moisturizes, blurs, and preps the skin. Versatile and multifunctional, it can be worn under makeup, on its own for a soft‑focus appearance, or even overnight as a skin‑enriching treatment.
Why This Matters for UK Beauty
The debut of Kulfi is not just a product launch—it’s a call to redefine beauty standards. Through centre‑framing South Asian cultural signs and signifiers, Kulfi moves away from the mainstream narrow gaze. It frees wearers to honor identity while enjoying high‑quality, clean beauty.
Moreover, its presence on UK beauty shelves via Space NK isn’t just about availability; it’s symbolic. The selection of Space NK tends to focus on distinctive, high-end beauty brands.Kulfi’s involvement conveys assurance that this is a brand with longevity rather than a niche start.Ganjoo herself points out that the UK launch felt both effortless and long-awaited because of the years-long support from UK influencers for cultural recognition.
Cultural Resonance, Aesthetic Appeal, and Clean Innovation
Kulfi’s strength lies at the intersection of cultural authenticity and potent formulation. The brand taps into heritage—like kajal, lassi, and zari—while delivering clean, sensory products fit for modern routines. This creative strategy feels particularly timely: consumers are increasingly drawn to beauty with a story, and Kulfi’s narrative is rich with intention.
As Kulfi makes its move into the UK, it starts having a more profound discussion with a new audience. The question in the long term isn’t just about commercial success but about whether or not Kulfi can change industry mindsets around beauty. Will they imitate? Will the representation go beyond tokenism and include design, formulation, and storytelling drawn from the diversity of cultures?
For now, Kulfi’s UK debut is a vibrant and timely flourish—reminding us beauty isn’t just about looking seen, but feeling celebrated.
