As a South Asian beauty founder, I swear by this makeup tip that enhances dopamine levels.

      The Lineup is a monthly series that offers a glimpse into the beauty routines of highly sought-after experts and tastemakers in the industry. Prepare for an exclusive look at the essential products that drive their beauty rituals.

      You may already be aware that makeup goes beyond merely covering blemishes or filling in sparse eyebrows; it plays a much bigger role: self-expression. My best friend even elevates makeup to the status of art—richly pigmented blush and a multicolored eyeshadow palette serve as her paint, with her face as the canvas.

      While the beauty industry has made significant strides toward inclusivity with a broader selection of shades, marginalized communities have often felt excluded from this vital form of self-expression. Kulfi Beauty founder Priyanka Ganjoo deeply understands this sentiment. "As a teenager in India during the early 2000s, I never saw anyone who resembled me in beauty campaigns, which led me to believe it wasn't meant for me," she explains. "In my late 20s, I entered the beauty industry in New York, working at Estée Lauder and then at Ipsy. I began experimenting with makeup and found it to be both fun and expressive."

      Throughout Ganjoo's career, she faced challenges in finding products that matched her skin tone. In 2020, she founded Kulfi Beauty to inspire individuals to build a joyful relationship with beauty and celebrate their unique identities without the pressure to conform to conventional beauty standards. This mission resonates throughout the brand, reflected in its name, product formulations, and shade selections. "Kulfi is inspired by a colorful and flavorful South Asian ice cream, capturing the playful spirit we strive for in each product," Ganjoo shares. "Kulfi represents self-expression, joy, and embracing who you are."

      Curious about Ganjoo's makeup tip that sparks joy? "My preferred way to approach makeup is to focus on a specific element," she reveals. "It might be a deep-stained lip using our Black Cherry lip oil or a dazzling eye with our currently sold-out Sona Sona eyeshadow, while keeping the rest of my makeup more subdued. This allows me to be creative while remaining effortless." Read on for a detailed overview of Ganjoo's beauty routine, encompassing skincare, hair care, and Kulfi's newly launched mascara.

      Kulfi Beauty

      Badi Lash Mascara

      "Our community has long requested mascara. I often skipped it in my makeup routine due to my heavy, straight lashes that most mascaras weighed down—a common concern shared within our community. This is the first tubing mascara that instantly adds volume while lifting your lashes and remains smudge-proof throughout the day. Our formula includes nourishing elements like castor seed oil, rambutan extract, and a peptide complex that promotes lash health."

      SkinCeuticals

      C E Ferulic

      "I'm usually traveling once a month, so I have a go-to skincare bag filled with favorites that I've repurchased many times over the years. There’s a reason this serum is a cult favorite: it helps brighten my skin."

      "I enjoy a bath, hammam, or sauna experience, and while I can’t always visit a spa, I try to create a similar atmosphere at home. Currently, I'm loving the Ouai Melrose Place body scrub."

      Kulfi Beauty

      Free the Brow

      "This product helps maintain my brows while providing care with nourishing ingredients like vitamin E and sunflower oil."

      Dr. Dennis Gross Skincare

      Alpha Beta Universal Daily Peel Pads

      "These peel pads are perfect for instant exfoliation and a glow-up, especially during travel. I apply them at night and wake up with soft, clear skin."

      SHAZ & KIKS

      Ultra Hydrating Turmeric Shampoo

      "I adore this turmeric shampoo. My dry, thick hair often lacks nourishment and softness, but this shampoo has changed that. Their formulas are highly concentrated and crafted from Ayurvedic ingredients. The founders are some of the nicest people in the beauty industry, and I know their dedication goes into every product they create. This one always has a place on my shelf!"

      iNNBEAUTY PROJECT

      Mineral Sun Glow Broad Spectrum Sunscreen SPF 43

      "This sunscreen is part of my regular rotation, especially on days when I prefer not to wear a skin tint or foundation. The sheer amount of pigment helps even out my complexion."

      Kulfi Beauty

      Lassi Lips Staining Lip Oil

      "Our trending lip oil feels amazing on the lips, and I also use it as blush for a quick, lazy-girl hack (which is basically most days). Just blend it quickly."

      Dieux

      Instant Angel Lipid & Peptide-Rich Moisturizer

      "This moisturizer hydrates and plumps without feeling heavy—I’m not sure what kind of magic is in it."

      innisfree

      Super Volcanic Aha Pore Clearing Clay Mask

      "Although this mask is intended for