Kulfi Debuts in the UK

Kulfi, the vibrant and clean makeup brand rooted in South Asian culture, has officially launched in the UK.

Founded in 2021 by former corporate beauty executive Priyanka Ganjoo, Kulfi was born from Ganjoo’s mission to create a beauty space where South Asian people feel seen and celebrated. “After five years in the corporate beauty world, one truth became impossible to ignore: South Asian people were still an afterthought,” says Ganjoo. “Shade ranges skipped us. Campaigns excluded us. The big brands didn’t see a reason to change. Makeup became my way to reclaim joy, play, and self-expression. Kulfi was born from that shift — to build a space that doesn’t ask us to change but celebrates us as we are.”

Known for its bold, uninhibited approach to self-expression, Kulfi has become a cult favourite in the US and is now expanding its reach with an exclusive UK launch at Space NK.

“From the beginning, we’ve felt so much love from the UK beauty community,” says Ganjoo. “Some of the earliest influencers to talk about Kulfi were actually based in the UK, and over the years, we’ve seen consistent traffic and social engagement from the region. This expansion has always been on our radar — it just needed the right timing and partner.”

“We’re now four years in, with a strong and growing US business, and the UK felt like the natural next step. It’s a multicultural, dynamic market with a deep appreciation for beauty and a large South Asian diaspora. I’ve always envisioned Kulfi as a global brand — and the UK audience has been asking for us.”

Kulfi launches with its full range of bold, colour-forward cosmetics, priced between £20 and £34 ($20 and $34), with bestsellers including:

• Kajal Eyeliner: An ultra-smooth, waterproof, and smudge-proof eyeliner inspired by traditional South Asian kajal rituals, which are believed to ward off bad omens. Infused with aloe vera and vitamin E, it delivers vibrant, long-lasting pigment.
• Lassi Lips Staining Lip Oil: A transfer-proof, high-comfort lip stain formulated with mango seed oil, coconut oil, and vitamin E to nourish the lips. It applies like a gloss, drying down to a perfectly pigmented stain that lasts all day.
• Zari Eyeshadow: A cream-to-powder, crease-proof eyeshadow inspired by the metallic zari threads woven into traditional South Asian garments. Infused with aloe vera, vitamin E, and chamomile, it glides on smoothly and delivers a richly pigmented shimmer for a long-lasting, luminous finish.

Also joining the lineup is the brand’s latest launch, the Double Life Serum Primer, a hydrating, hybrid skincare-makeup primer that smooths and blurs skin texture while helping keep makeup in place all day. It can be worn under makeup, alone for a soft-focus finish, or as part of an overnight skin-enriching routine.

Kulfi is now available at select Space NK stores, as well as online at spacenk.com and kulfibeauty.com. US customers can find the brand at Sephora and kulfibeauty.com.