“You’re looking khili khili today!” Priyanka Ganjoo, founder & CEO of Kulfi, is bringing South Asian culture (and compliments) to the forefront of beauty with her innovative and popular products.
We chatted with the trailblazer this AAPI Heritage Month to learn more about her inspo, her favorite South Asian beauty practices, and her advice for other WOC in the beauty space.
What role does your Indian heritage play in how you approach beauty?
I started Kulfi because I didn’t see myself, or anyone who looked like me, reflected in beauty in a meaningful way. The gap wasn’t just about shade range; it was about storytelling and intention. I wanted to build a brand that celebrated my heritage without flattening it, and that made beauty feel fun, expressive, and approachable.
I chose the name Kulfi because it is one of those universally joyful experiences that inspired it: eating ice cream on a hot summer day! It’s nostalgic, indulgent, and everyone can be a part of it.
Carrying the Kulfi energy through the products and shade names was important to me; it’s about sparking curiosity and conversation while still being inviting and accessible to anyone discovering the brand for the first time. Take Zari Eyes, for example. When we were developing the eyeshadow, we knew we wanted it to bring all the drama and shimmer. As we were playing with the textures, it reminded us of the sparkle of zari threa
