Beauty brand Kulfi launches in Space NK

Kulfi Retail Unit Space NK, Birmingham

Kulfi debuts in the UK, exclusively at Space NK

Earlier this year, I was thrilled to hear that Kulfi Beauty was finally launching in the UK. The South Asian brand, founded by Priyanka Ganjoo, first made waves in the US and has now partnered exclusively with Space NK for its UK debut.

And with a brand-new Space NK store opening right here in Birmingham’s Bullring, it was the perfect opportunity to check out the products, see the Kulfi retail unit in person, and explore the new space.

The unmistakable Kulfi colours were instantly recognisable as I scanned the store, their signature pastel lilac paired with vibrant orange and playful pops of colour made it distinctly Kulfi.

As this marks the brand’s first appearance in the UK, the product layout felt clean, welcoming, and informative. What really stands out about Kulfi is the way they weave storytelling into every part of their brand, from playful product names like Bad Badaam and Paan Party, to audience-specific marketing copy and vibrant imagery. It’s a joyful celebration of South Asian culture that brings both meaning and fun to the shopping experience.

Here are a few snaps from my store visit…

Kulfi Retail Unit Space NK, Birmingham

Kulfi Retail Unit Space NK, Birmingham

Kulfi Retail Unit Space NK, Birmingham

Kulfi Retail Unit Space NK, Birmingham

Kulfi Retail Unit Space NK, Birmingham