Welcome back to another episode of The Curious Consumer! Today, we’re joined by Priyanka Ganjoo, the founder of South Asian beauty brand Kulfi Beauty—the first South Asian female-owned makeup line to be carried at Sephora. Priyanka shares her journey building an inclusive beauty brand, and the power of a strong emotional and cultural moat.
Plus, we’re chatting about the boom of Erewhon lookalikes (and how they’ll survive when mass-market becomes a discovery channel), the water brands capitalizing on fear of microplastics, one brand’s attempt to legitimize peptides, and more. Let’s get into it!
The breakdown:
0:00 Kulfi Beauty + the wave of inclusive beauty
5:36 Kulfi’s Sephora growth and changing audience
9:49 The power of the emotional moat in beauty
14:49 Everything is Erewhon now (the new age of bougie grocers)
21:52 Water brands vs. microplastics
29:34 Kellogg’s cereal front-of-pack framework
34:31 Target’s private-label chef collabs
40:10 Peptides are the wild west of wellness
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