Kulfi Beauty started out as Priyanka Ganjoo’s side hustle. The former Ipsy beauty merchant didn’t wear makeup until she was an adult, she told Glamour last month, so when creating her brand, it was important for her to create something for people who looked like her—namely, South Asian.
As a former beauty executive, Ganjoo definitely knows the products we want: creamy formulas, no-smudge shades, and playful aesthetics that make a brand stand out, both IRL and on social feeds. Of course, Ganjoo wanted her heritage to be reflected in her brand and its products, which officially launched in February 2021. Its marquee product(s)—five colorful kajal eyeliners that even minimalists wouldn’t be intimidated by—is proof of concept; the brick red, berry, brown, black, and sapphire shades speak directly to the South Asian community and celebrate self-expression through beauty.
There’s so much more to love about these eyeliners than just the rich shades. The formula is packed with moisturizing aloe vera and vitamin E—and doesn’t run, smudge, or drip down your face during a hot day. Also noteworthy? The shape of the pencil, which has an angular tip, allowing you to get into hard-to-reach places without going overboard with color.
We put Kulfi Beauty’s eyeliners to the test, and—spoiler alert—these shades are some of Glamour editors’ favorites. Scroll to see our honest reviews.
Ariana Yaptangco, senior beauty editor, wearing Tiger Queen
I’ve recently become obsessed with pencil eyeliners, thanks to the kitten eyeliner trend. I’ve always found liquid formulas to be too severe for my eye shape, but pencils give me just the right amount of definition. That being said, it’s been a struggle to find ones that glide on easily and stay put all day. Kulfi’s liners are so creamy and highly pigmented. The color Tiger Queen is very unique and not a shade you see often—it’s a brick red that looks great against my medium skin tone. I was able to draw it on quickly with no smudges or hiccups. Best of all, it didn’t transfer to my eyelid or undereye.