The launch marks the brand’s first retail partnership.
With a launch online at the beauty specialty retailer a year ago, and the first South Asian-inspired makeup brand to be carried at Sephora, Kulfi Beauty will officially be introduced in-stores via “The Next Big Thing” section — an end cap display in the store that highlights promising up- and-coming indie brands of the day.
Since its February 2021 debut, sales for Kulfi Beauty increased fourfold. The brand’s growth is attributed to its partnership with Sephora in tandem with the introduction of key product categories that serve the brand’s customers. The new in-store launch serves to bring these factors together allowing current and prospective customers to experience Kulfi Beauty firsthand and interact by way of real-life activations.
Heirloom Satin Lipsticks
This past August, Heirloom Satin Lipsticks debuted as the brand’s 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, Kulfi Beauty’s 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.
‘Color Me Kulfi’ Campaign
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 its “Color Me Kulfi” campaign. This encompasses 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 Sept. 20 and will include a flagship event on Sept. 30 in partnership with the NYC Meatpacking District featuring a pop-up in the heart of Gansevoort Plaza through October. Throughout the tour, Kulfi Beauty will offer a variety of activities to engage their community, including meet-and-greets with expert make-up artists.