Makeup · United States
Kulfi Beauty
Founded by Priyanka Ganjoo
Kulfi Beauty is a New York-founded, South Asian color-cosmetics brand built around joy and cultural specificity. Founded by former beauty executive Priyanka Ganjoo, Kulfi is on a mission to celebrate South Asian skin tones, which have been largely neglected by the beauty industry. Its hero is the Main Match Concealer, born directly from a hyperpigmentation pain point: Ganjoo surveyed the Kulfi community and found that the top concerns were dark circles and hyperpigmentation, and that the current offerings weren't cutting it. Over three years, 300 members helped develop the formula and shade range with their common skin concerns in mind. The concealer comes in 21 shades, each formulated with intention, not just range, using real skin swatches and community insights to make sure the undertones actually match. Its discovery-gem strength is olive-undertone accuracy for deeper tones. Caveat: it's now a Sephora brand, so less obscure than indie peers.
Who it matches
- Depth range
- Fair, Light, Medium, Deep, Deepest
- Undertone
- Warm, Golden / yellow, Olive
- Skin type
- All skin types
- Price
- Mid-range
- Finish
- Natural
- Coverage
- Medium, Full
Hero products
- Main Match Concealer (21 shades)
- Underlined Kajal Eyeliner
- Heirloom Satin Lipstick
- Mehndi Moment Blush
- Double Life Primer
Not sure this is your shade?
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