With Kulfi Beauty, we've cultivated a community around my culture. My creative director helped us design the visual identity, and the colors were inspired by saris, a traditional garment in South Asia. There's these dual-toned, silk saris that, depending on the light, can be orange or purple, and that inspired her in terms of colors. Even if you look at our logo, the font is inspired by South Asian script. The art direction for the campaign was actually inspired by Bollywood movies that we saw growing up.
I wanted to make Kulfi fun. It's like a reflection of my personal journey: makeup comes with all of this baggage but, ultimately, it's color, it's fun, it's a moment of self-expression, it's a moment of joy, and you can truly step back and be carefree. I knew that's what I wanted my brand to be. When I was thinking of what I should name it, I went back and thought about all of the experiences in my life when I've felt that way, and I was reminded of the days in the summer when I used to eat Kulfi. It was just joy and fun, and that's what I wanted to showcase with the brand.
