Kulfi Beauty expands to all Sephora stores in Canada

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Kulfi Beauty, the South Asian-inspired makeup brand founded by Priyanka Ganjoo, is making waves in the beauty industry. The brand has just announced its expansion into every Sephora store in Canada and the US after seeing rapid growth and popularity since its launch in 2021.

A Meteoric Rise in the Beauty Industry

Priyanka Ganjoo, founder of Kulfi Beauty

Kulfi’s journey with Sephora began in September 2022 when it debuted on Sephora.com. This milestone marked Kulfi as the first South Asian-owned makeup brand to partner with the retail giant. Building on this success, Kulfi expanded into 59 physical Canadian Sephora stores a year later (and over 280 in the US) as part of Sephora’s “The Next Big Thing” program, which spotlights emerging brands.

The brand’s performance has been nothing short of impressive. According to data provided by Kulfi:

  • It has consistently been the top-selling brand in its end cap display.
  • The Kajal Eyeliner ranked as Sephora’s 7th best-selling pencil eyeliner collection in 2023.
  • The Main Match Concealer secured the 5th position among clean concealers on Sephora.com.
  • The newly launched Free the Brow gel-serum hybrid has already claimed the 9th spot in clear brow gel launches online.
Sephora at The Amazing Brentwood
Sephora at The Amazing Brentwood. Photo: Lee Rivett

Exponential Growth and Future Projections

Priyanka Ganjoo, Kulfi’s founder said that the company grew 350% year-over-year in the Sephora business, with similar growth projected for this year.

The distribution of Kulfi’s sales is noteworthy:

  • Sephora U.S. accounts for about 80% of the business
  • Sephora Canada contributes around 15%
  • The remaining 5% comes from Kulfi’s own e-commerce platform

Expanding Horizons

With the latest expansion, Kulfi will now be available in all Sephora stores across the United States and Canada. While the brand will maintain its current single endcap shelf presence, Ganjoo has hinted at potential future growth.

Community-Focused Approach

The brand is heavily investing in community building:

  • A new social campaign with the tagline “Your invitation to play” will showcase Kulfi’s hero products and a new eyeshadow.
  • The brand is organizing its first in-person event in Canada to celebrate the launch.
  • In July, Kulfi introduced the Kulfi Besties Program, an ambassador initiative aimed at creating local chapters and hosting activations.

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