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How Kulfi Beauty evolved its marketing strategy – Marketing Brew

How Kulfi Beauty evolved its marketing strategy – Marketing Brew

After spending years working in the beauty industry at brands like Estée Lauder and Ipsy, Priyanka Ganjoo decided to start one of her own.In 2021, she founded Kulfi, a cosmetics company inspired by her South Asian heritage—Kulfi is the name of a South Asian dessert that’s similar to ice cream. “I found that there were still not products that really were designed for my undertone, which is a little bit olive and gold. A lot of South Asian people have that undertone,” she told us.Ganjoo said she also felt compelled to start Kulfi because of the “emotional gap” she found while conducting… 

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