New beauty brand Kulfi launches 'Nazar'

By

Isabelle Crossley

Published
Mar 10, 2021

New beauty brand Kulfi has launched its first collection, a line of Kajal eyeliners named ‘Nazar’. The brand was recently chosen as a finalist for the Sephora Accelerate 2021 beauty brand incubator. 

 
The brand launched its maiden product line with a campaign titled ‘Nazar No More’ featuring a diverse array of models wearing the collection’s five shades of eyeliner, which range from natural, brown Kajal to electric blue. The eyeliners retail at $20 (Rs 1,459) on Kajal’s online store. 
 
Kulfi was recently chosen as a finalist for the Sephora Accelerate 2021 beauty brand incubator focused on ‘Founders of Color’, Kulfi announced on Facebook. Kulfi’s founder Priyanka Ganjoo has been selected along with eight other women business founders and will receive mentorship as part of the annual initiative, Sephora announced on its website. 

“We- as South Asians- grew up thinking that beauty isn’t something that could be possibly tailored to our wants and needs,” Ganjoo told Vogue India, about why she started the brand. “While browsing in makeup aisles, we’d often think: ‘I’ll take what I can get.’ It’s deeply gratifying to finally find a set of shades that were made exclusively for you.”
 
The brand describes itself as, “a group of South Asians empowering our community through inclusive beauty products,” on its Facebook page. Kulfi retails from its new e-commerce store which currently features the Kajal collection along with branded stickers and headbands.