I've Replaced My Foundation With This Cult US Concealer

Graziadaily

2 days ago

A good concealer goes a long (long) way. For me, a good one will brighten under eyes, correct imperfections and lift my complexion, but a great concealer will go way beyond that. It comes equipped with a host of benefits that rights the wrongs of other traditional formulas, whether that be based on shade ranges, finish or staying power. Personally, I know I've found the right one when it slowly starts to replace my foundation day-to-day and Kulfi's Main Match Concealer, £26, has done just that.
Already a bestseller in the USA, where the brand first made its debut in 2021, Kulfi's concealer sits within a line up of joyful, visually masterful products that are intent on reclaiming the beauty narrative. Rooted in South Asian culture and founder Priyanka Ganjoo's own experience of working in the corporate beauty world, Kulfi functions as a love letter to self-expression, culture and storytelling. In a world where beauty has become a homogenised image of minimal, stripped-back, clean-girl aesthetics, Kulfi offers up the colourful alternative intended for all.
Sameeha using the Kulfi Main Match Concealer
'After five years in the corporate beauty world, one truth became impossible to ignore: South Asian people were still an afterthought. Shade ranges skipped us. Campaigns excluded us. And the big brands didn't see a reason to change. Growing up, make-up was frowned upon in my community - seen as vanity, rebellion, or a way to lighten our skin. But in my twenties, I began to reclaim it. Make-up became joy, play, and self-expression. Kulfi was born from that shift. From the excitement of finding the perfect shimmer. From the dream to build a space that didn't ask us to change - but celebrated us as we are,' explains Ganjoo.
It's fitting then, that Space NK has marked South Asian Heritage Month by bringing an unapologetically cultured brand into the fold. That sense of celebration and affirmation is woven into the fabric of Kulfi's DNA and can be felt across all touch points, from the brand's campaign imagery to its product packaging, which have all guaranteed it cult status State-side. The Main Match Concealer is a snapshot of that success. With 21 inclusive shades all named after South Asian hallmarks (read: Paan Party and Bad Badaam), the concealer puts skin first with a cocktail of complexion-hugging ingredients like antioxidant-rich amla fruit, hydrating saffron flower, moisturising rosehip and soothing licorice root extract, so you can treat your skin while perfecting the look of it instantly. That cocktail allows for comfortable wear, a radiant-finish, and medium, buildable coverage – something key to the Kulfi community.
Sameeha using the Kulfi Main Match Concealer
In fact, the concealer was co-created with 300 of its members to specifically cater their needs: 'high coverage while being lightweight, shades that matched their skin tones and undertones perfectly, and colour correction and concealing in a single product,' the brand's website claims. Having finally got my hands on the well-loved concealer thanks to its exclusive UK launch with Space NK, I can confirm the Main Match Concealer certainly meets that brief.
Sameeha Shaikh, beauty writer, says: 'I like to call myself a concealer loyalist, once I find the one it takes a lot to have my head turned by something new. But it certainly helps when the creator of said concealer is sat right in front of you. I recently met Priyanka Ganjoo, who embodies the feel-good energy of Kulfi, ahead of the brand's UK launch into Space NK. She was quickly able to prescribe a shade match without so much as swatching anything on my skin. Her guess was, of course, correct. Aside from the incredibly close shade match, I was taken by its comfortable feel and finish. It is light and traceless on the skin, and yet somehow manages to cover all my pesky blemishes and post-inflammatory hyperpigmentation, all without getting caky or intensely creasing. Its radiant finish is skin-like which is only helped by its hydrating feel, too. Having used it since Ganjoo introduced it to me during our one-to-one, it's safe to say I've well and truly had my head turned.' 1.
Kulfi Main Match Concealer
​This concealer promises to be crease-proof, self setting, and hydrating, while boasting a radiant finish and medium, buildable coverage. It is also loaded with a host of skin hugging ingredients like antioxidant-rich amla fruit, hydrating saffron flower, moisturising rosehip and soothing licorice root extract.
Sameeha Shaikh, beauty writer, says: 'Aside from being an incredibly close shade match, I was taken by this concealer's comfortable feel and finish. It is light and traceless on the skin, and yet somehow manages to cover all my pesky blemishes and post-inflammatory hyperpigmentation, all without getting caky or intensely creasing. It's radiant finish is skin-like which is only helped by its hydrating feel. Having used it since Ganjoo introduced it to me during our one-to-one, it's safe to say I've well and truly had my head turned.' Pros Infused with skincare
Light, breathable finish Cons While well considered, other brands offer a wider shade range
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).