Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere you get your podcasts to stay tuned.
Like many founders, Priyanka Ganjoo built a brand out of frustration. As the founder and CEO of Kulfi Beauty, a brand that has quickly made waves in the beauty industry by celebrating South Asian culture through bold, inclusive makeup essentials, she took matters into her own hands, completely shifting the industry’s narrative.
Yet, unlike many beauty entrepreneurs who grow up experimenting with cosmetics, Ganjoo didn't start wearing makeup until her late 20s. Her professional journey began far from the industry's glamour; she launched her career as a business consultant immediately after graduation. She then joined Estée Lauder, where she managed global retail strategy, ultimately gaining deep insights into how beauty products reach consumers worldwide. She pivoted to the merchandising space when Ipsy recruited her to lead their popular Glam Bag program. In this position, she thrived on curating personalized makeup and skincare selections for millions of subscribers, honing her eye for what customers truly wanted.
As a South Asian woman, Ganjoo grew increasingly frustrated by the lack of representation she encountered. While sourcing products from countless brands, she rarely saw her own heritage, skin tones, or cultural aesthetics reflected in the offerings. This gap inspired a bold vision: to create a beauty brand dedicated to celebrating South Asian culture with vibrant, inclusive essentials that spoke directly to underrepresented communities.
Drawing on her extensive background in business consulting, global retail strategy, and subscription-based merchandising, Ganjoo was uniquely equipped to turn her idea into reality. She launched Kulfi Beauty in 2021, focusing on approachable yet striking products that honor South Asian traditions and beauty needs. Just a year later, in 2022, Kulfi became the first South Asian–owned brand to be carried by Sephora—a major milestone that signaled the industry's growing embrace of diverse founders and inclusive beauty.
Listen to the latest episode of Second Life to hear how Ganjoo continues to push the boundaries in the beauty industry. And, keep scrolling to shop some of Kulfi Beauty's best-sellers.
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