As a South Asian woman, Priyanka Ganjoo rarely felt represented by beauty brands. With a background helping indie beauty brands establish and grow their business, Priyanka grew tired of the lack of inclusivity for South Asian women. Looking for a brand that would put South Asian women at the center of its narrative, Priyanka left the corporate beauty industry to create her own company, Kulfi Beauty. With products designed for South Asian skintones and undertones, Kulfi Beauty is challenging toxic beauty standards defined by eurocentric ideals and patriarchy.