Starting September 1st, Kulfi Beauty is launching exclusively into Sephora brick-and-mortar locations, approximately 281 in the United States and 59 in Canada, marking the first time the brand has physical retail presence. With a blockbuster launch online at the beauty specialty retailer only a year ago, and the first South Asian inspired makeup brand to be carried at Sephora, Kulfi will officially be introduced in-stores via "The Next Big Thing" section, an end cap display in the store that highlights todays most promising up-and-coming indie brands.
Since its February 2021 debut, Kulfi Beauty has experienced exponential growth, with sales increasing fourfold last year. The brands growth can be attributed to its partnership with Sephora in tandem with the introduction of key new product categories that serve the brands customers. But its Kulfis continued ability to foster a community of brand loyalists eager to weigh in and contribute to the brand that has propelled their success. The new in-store launch serves to bring all these factors together allowing fans of the brand and new customers to experience Kulfi Beauty first-hand and interact by way of real life activations.
From our inception, we have always looked to Sephora as a strong brand partner – from the earlier stages as a graduate of Sephora Accelerate 2021 program to our intentional expansion fueled by an enthusiastic customer community. Our community has been demanding us to be present in-store and were excited to meet them in real life with this launch. – Priyanka Ganjoo, Founder of Kulfi Beauty.
The in-store Sephora display will carry a selection of best-selling shades that represent the brands offerings including all 5 core colors of the award-winning Underlined Kajal Eyeliner; 3 shades of Mehndi Moment Blush, including Lucky Lotus, a purple hue that went viral on TikTok; 3 shades of Zari Eyes Eyeshadow, including a bronze, rose gold, and Chammak Challo, their bright chartreuse; 10 of 21 shades of their award-winning Main Match Concealer, one to represent every shade family starting from rich deep to very light; and 4 shades of Heirloom Satin Lipstick.
In August 2023, Heirloom Satin Lipsticks debuted as the brands newest launch. These hydrating lipsticks, boasting a balm-like texture and infused with Vitamin E, present a range of neutral colors designed to suit a variety of skin tones and undertones. Recognizing that not every shade is universal, Kulfis goal is to provide a diverse selection that caters to different individuals. The brand worked closely with their community through focus groups to develop custom shades that can become your everyday go-to neutral lip color. Kulfi is especially attentive to the needs of people with olive undertones & brown skin tones, significantly underrepresented groups when it comes to shade research in product development.
In the same vein and also in response to the feedback of their community, last month Kulfi expanded the shade range of their cult-favorite Main Match Concealer, introducing 9 new shades and bringing the total to 21. This expansion further underscores the brand's commitment to providing options for everyone.
Priding itself on its community-driven movement, Kulfi looks to engage Gen Z and Millennial consumers who value self-expression and culturally rooted conversations to actively participate in building the brand through shared experiences. Presently the brand is going "on the road" through their Color Me Kulfi campaign, with community pop-up experiences in multiple cities across the nation celebrating its launch in Sephora stores with activations in key cities: New York, Los Angeles, Dallas, and Miami.
The events kick off September 20th and amongst which will include an action packed flagship event on September 30th in partnership with the iconic NYC Meatpacking District featuring a vibrant pop-up right in the heart of Gansevoort Plaza, and will extend through the months of September and October. Throughout the tour Kulfi will offer up a variety of activities to engage their community, including meeting expert make-up artists, indulging in the delightful flavors of kulfi ice cream, providing aura readings, mingling with fellow beauty enthusiasts, and experiencing the magic of Kulfi Beauty firsthand.
Its been a dream of mine to bring forward a brand that centers joy through playful colors and innovative textures, making beauty more approachable and inclusive. I look forward to personally meeting our Kulfi community IRL over the next few months at Sephora and sharing our newest innovations. – Ganjoo
About Kulfi Beauty:
Kulfi Beauty is a celebration of culture and beauty with makeup thats vegan, clean, and cruelty-free. Creating space for joy and self-expression, Kulfi offers the highest quality of product innovation using boldly pigmented formulas that were designed as a medium for inspiring creativity. Kulfi is inspired by South Asian culture and is a platform for empowering the community through representation and support for mental health. As a forward-thinking brand, Kulfi champions diversity, representation, and empowerment. By offering inclusive beauty solutions and engaging with its community, Kulfi seeks to redefine beauty standards and inspire individuals to express themselves. Named after the iconic ice cream, Kulfi is a reflection of the brands South Asian heritage and a tribute to the unique experiences and memories we cherish.
For More Information on Kulfi Beauty:
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