The offer
"FREE SHIPPING ON ALL US ORDERS $50+", "Sign up for 10% off", a Subscribe option with 10% off and sets marked "SAVE 10%" and "SAVE 13%".
Kulfi
Color makeup inspired by South Asian culture: staining lip liners, lip oils, matte blur lip stains, concealer and kajal eyeliner made to flatter all skin tones.
Last graded · How we grade
Brand DNAB78
Site ExperienceC+71
Listed · No. 4 in Beauty
kulfibeauty.com
Our read
65% of the top-scoring brands run an attribution tool.
Our scan didn’t find one on Kulfi’s storefront. Knowing which ads really drive orders is how you raise spend without guessing.
See all 3 gapsAdd an H1 that says what Kulfi is
Add one H1 such as "Joyful color made to flatter every skin tone" above the duo promo.
All 3 fixesBrand DNA, part by part
A makeup brand with a real cultural point of view and naming people remember.
- Voice17/20
Joyful and rooted: shade names like Noon Chai, Masala Soda and Jujube Fizz, and "This is your invitation to play."
- Look16/20
Lavender and pastel packaging with illustrated details and bright ribbon campaign shots; recognizable on a shelf.
- Feel and vibe17/20
Colorful and celebratory, drawn from South Asian culture rather than the neutral minimalism around it.
- Energy12/20
Regular launches keep the shelf fresh.
- Positioning16/20
Color makeup made to flatter all skin tones, inspired by South Asian culture.
The seven Site Experience areas are further down, under See the breakdown.
- Tools they run
- Recharge, Alia, Rebuy, Yotpo, Klaviyo, Corso See the list
- New since Apr 10, 2026
- 11 new products. Latest: A Rosy Affair Lassi Lips Duo (Aug 26, 2026); Matte Blur Vault (Jul 27, 2026)
The stack
Tools they run
6 tools spotted in public storefront code, grouped by tier. 5 of the 7 core categories are covered.
The Defaults
5Table stakes. Nearly every brand we scan runs these.
Core Stack
3The growth engine: subscriptions, popups, identity, upsells and testing.
Supporting Cast
2Reviews, referrals, attribution, support and everything else.
YotpoCCorsoDetected, not endorsed. Each app links to its profile in The Stack.
Go deeper
The full read
Brand analysisPositioning, point of view, audience, white space and validation
Clear
How strongly Kulfi stands for something only it can say.
- "Inspired by the vibrancy of South Asian culture, our products are thoughtfully crafted to flatter all skin tones." and "A first-of-its-kind formula" on the PDP.
- Chai and soda shade names, "8 hour stain", build your own liner and stain sets and a "FIND YOUR SHADE" tool.
Clear
- Review volume and rating shown. "400K+ Happy Customers", 5323 reviews on the lip oil and 1031 on the lip stain; the PDP average is 3.8.
- Authority or third-party proof. Press lines such as "Best eyeliner of all time." and "The best volumizing tubing mascara." shown with outlet logos.
- Star rating on the product page. No rating near the title.
- Certifications or clinical backing shown. “cruelty-free” on the site.
- Creator, affiliate or UGC presence. Customer or creator content on the homepage.
Who the site speaks to. "flatter all skin tones" and "every version of yourself"; the customer is broad and no use moment is set.
The strategist’s read
Where Kulfi plays, and the next move
Beauty. Color makeup inspired by South Asian culture: staining lip liners, lip oils, matte blur lip stains, concealer and kajal eyeliner made to flatter all skin tones.
"flatter all skin tones" and "every version of yourself"; the customer is broad and no use moment is set.
"Inspired by the vibrancy of South Asian culture, our products are thoughtfully crafted to flatter all skin tones." and "A first-of-its-kind formula" on the PDP.
The offer
"FREE SHIPPING ON ALL US ORDERS $50+", "Sign up for 10% off", a Subscribe option with 10% off and sets marked "SAVE 10%" and "SAVE 13%".
A reason to buy now
"SHOP THE LIMITED EDITION DUO" (A Rosy Affair); no end date. A dated moment (a drop, a season, a limited run) turns interest into an order.
Add an H1 that says what Kulfi is
Add one H1 such as "Joyful color made to flatter every skin tone" above the duo promo. Search and first-time visitors both need the brand idea before the offer.
Our read, built from the quotes on this page. Opinion, not fact.
Customer reviews3.8 out of 5 from 1,031 reviews, hero products, love and gripes
3.81,031 reviews on Lassi Lips Matte Blur Lip Stain, the product page we graded
Hero products
- Lassi Lips Staining Lip Oil3.7 · 5,318 reviews
- Corso Delivery Guarantee3.5 · 1,647 reviews
- Lassi Lips Staining Lip Liner4.0 · 1,058 reviews
Ranked by the store’s own best-selling sort, reviewed products only.
What people love
Not enough review text readable on the page to call themes yet.
What they don’t
Not enough review text readable on the page to call themes yet.
Source: ratings and reviews shown on kulfibeauty.com product pages (Product page markup), read Oct 21, 2026. Rating and count as displayed. Themes come from the 0 review texts the pages let a visitor read; quotes are verbatim, trimmed to one sentence. The average rating is shown as the store displays it, for context. It isn’t part of the Brand Tested Score.
See the breakdownThe seven Site Experience areas, every point with the quote behind it
Kulfi has the most charming naming in makeup right now, shades like Noon Chai, Masala Soda and Jujube Fizz, plus real scale: 5,323 reviews on the Staining Lip Oil and "400K+ Happy Customers". The PDP does the commercial work well with Subscribe, "Easy 30-Day Returns" and sets that save 10 to 13%. The homepage has no H1 and no line that says what Kulfi sells until the brand story halfway down, and the lip stain PDP carries a 3.8 average from 1,031 reviews, which the page does nothing to address.
64First impression20% of the scoreSee what we saw
- ~Hero headline says what it is or the core benefitNo H1 on the homepage; the first screen is a promo for a limited edition duo, and the page title reads "Your Invitation To Play".12/25
- ~Subhead makes the benefit specific"Where beauty is joyful, colorful, and unapologetically you." sits mid-page; nothing under the hero names a benefit.11/20
- ~Target customer and use occasion are clear"flatter all skin tones" and "every version of yourself"; the customer is broad and no use moment is set.11/15
- ~Category understood within five secondsLips, Eyes & Brows, Complexion in the nav and lip products in the first grid make makeup obvious.17/20
77Point of view11% of the scoreSee what we saw
- ~Differentiation versus alternatives is explicit"Inspired by the vibrancy of South Asian culture, our products are thoughtfully crafted to flatter all skin tones." and "A first-of-its-kind formula" on the PDP.14/20
- ~Distinct hooks and anglesChai and soda shade names, "8 hour stain", build your own liner and stain sets and a "FIND YOUR SHADE" tool.13/15
60Proof people love it14% of the scoreSee what we saw
- ~Review volume and rating shown"400K+ Happy Customers", 5323 reviews on the lip oil and 1031 on the lip stain; the PDP average is 3.8.16/20
- ~Authority or third-party proofPress lines such as "Best eyeliner of all time." and "The best volumizing tubing mascara." shown with outlet logos.11/15
- ✕Star rating on the product pageNo rating near the title.0/15
- ✓Certifications or clinical backing shown“cruelty-free” on the site.10/10
- ~Creator, affiliate or UGC presenceCustomer or creator content on the homepage.5/10
76Getting to checkout16% of the scoreSee what we saw
- ~Clear offer on homepage and PDP"FREE SHIPPING ON ALL US ORDERS $50+", "Sign up for 10% off", a Subscribe option with 10% off and sets marked "SAVE 10%" and "SAVE 13%".18/20
- ~Risk reversal"Easy 30-Day Returns" right under the buy box.12/15
- ~Reason to buy now"SHOP THE LIMITED EDITION DUO" (A Rosy Affair); no end date.8/15
86One story everywhere9% of the scoreSee what we saw
- ~Same core promise on homepage and PDPPlayful, all-skin-tones color on both pages; the 8 hour wear claim lives only on the PDP.34/40
- ~Proof numbers match across pagesReview counts match (1031 on the homepage card and the PDP); the PDP average of 3.8 is not shown on the homepage.25/30
- ~Offer matches across pages$50 free shipping on both pages; subscription and returns appear only on the PDP.27/30
Homepage against product page, from the same scan.
65The product page19% of the scoreSee what we saw
- ✓SW-02 Mobile viewport set upViewport meta tag present.10/10
- ✓SW-03 Images described with alt text74 of 77 homepage images have alt text.5/5
- ~SW-04 Images below the fold load lazily3 of 77 homepage images lazy-load.2/5
- ✓SW-10 Search that finds thingsSearch box in the header code.10/10
- ✕SW-11 Cart top right with a live countNo cart link found in the header code.0/10
- ~SW-12 Free shipping threshold in plain sightFree shipping mentioned without a threshold.5/10
- ~SW-13 Two or more ways to get helpSupport via contact page.2/5
- ✓SW-14 Policies one click awayPolicy links in the footer.5/5
- ✕HP-01 One clear H1No H1 on the homepage.0/10
- ✓HP-10 Bestsellers up front“Best Sellers” section on the homepage.10/10
- ✓HP-11 Shop by category5 collection links on the homepage.5/5
- ✓HP-12 A story block or founder note“Our Story” on the homepage.5/5
- ✕HP-14 A real reason to buy nowNo dated or limited reason to buy now on the homepage.0/5
- ✕PDP-01 Product name under 65 charactersNo product title in an H1.0/5
- ✓PDP-03 Reviews on the pageFull review section with 1031 reviews, photo reviews, topic filters and shade and skin tone details.15/15
- ~PDP-05 Thumbnails, video and variant imagesProduct video plus 0 product images in the gallery code.2/5
- ✓PDP-09 Quantity and variant pickers that update the priceQuantity input and variant picker.5/5
- ✓PDP-10 Savings shown with a strikethroughCompare-at price shown on the PDP.5/5
- ✓PDP-11 Subscribe and save in the buy boxSubscribe option in the buy box.10/10
- ✕PDP-12 Bundles or upsells on the pageNo bundle or pairing block found on the PDP.0/10
- ✓PDP-14 Pay later for higher price pointsPay later option (payment-terms) on the PDP.5/5
- ✕PDP-15 Guarantee in the buy boxNo guarantee found on either page.0/10
- ✓PDP-16 Shipping and returns spelled outShipping and returns terms on the PDP.10/10
- ✓PDP-17 Details, ingredients or FAQ in accordionsProduct highlights, inspiration, how to use, ingredients, FAQ and shipping and returns tabs.10/10
Lab speed (Core Web Vitals) isn’t scored yet.
84The tools behind it11% of the scoreSee what we saw
Coverage of the seven core tool categories. The full list is in Tools they run below.
Brand Tested Score, methodology v2.0: 7 of 7 areas scored.
How you stack up3 gaps vs Beauty peers and the top 20
3gaps
vs peers
vs peers
03 · How you stack up
Kulfi vs. the best
Kulfi runs 6 of the 10 lanes we track. Here it is next to 66 Beauty storefronts and our top 20. These are the lanes where peers have an edge.
Attribution
Gap65% of the top-scoring brands run an attribution tool. Our scan didn’t find one on Kulfi’s storefront. Knowing which ads really drive orders is how you raise spend without guessing.
Referrals, loyalty and affiliates
Gap45% of the top-scoring brands run a referral, loyalty or affiliate app. Our scan didn’t find one on Kulfi’s storefront. Creators and referrals bring in buyers who already trust the person who sent them.
CRO and testing
GapKulfi doesn’t show a CRO or testing tool in our scan. 40% of the top-scoring brands do. Price, offer and page tests show what really moves conversion, so nobody has to guess.
What the top 10 run here:
Intelligems4 of 10
Intelligems4 of 10Most common across our scan:Intelligems
IntelligemsReviews
Kulfi: running itYotpoPost-purchase experience
Kulfi: running itCCorso
PDP and landing pages
Not spottedOnly 10% of peers run one, so it doesn’t count as a gap.
UGC and creator content
Not spottedOnly 6% of peers run one, so it doesn’t count as a gap.
Adoption is the share of storefronts where our Oct 9, 2026 scan found at least one app in the lane. Apps that live only in checkout or the back office can hide from a scan, so “not spotted” doesn’t mean missing. App names show what other brands run. They aren’t endorsements. A few links to software partners are referral links, and we may earn a commission if you sign up, at no cost to you. Money never changes a score.
The stack by funnel stageCoverage across acquisition, conversion and retention
Acquisition1of 3Getting new people in the doorDetails
- No referrals / affiliates app spotted. Top 20 pick: Superfiliate
- No attribution app spotted. What the top 20 run most: Triple Whale
Retention2of 2Bringing them back for moreDetails
Every core category in this pillar is covered.
CRO / Experience2of 2Turning visits into orders
RebuyCCorsoDetails
RebuyCCorsoEvery core category in this pillar is covered.
Spotted in public storefront code, scanned Oct 9, 2026. Checkout and back-office apps can hide from a scan, so treat a gap here as something to check.
Fix this week3 specific changes, free
Add an H1 that says what Kulfi is
NowThe homepage has no H1 and opens on a limited edition promo.
TryAdd one H1 such as "Joyful color made to flatter every skin tone" above the duo promo.
Why it matters
Search and first-time visitors both need the brand idea before the offer.
Answer the 3.8 on the lip stain
NowThe Matte Blur Lip Stain shows 3.8 from 1031 reviews with no context.
TryAdd a short "Getting the best wear" note in the buy box that covers the common complaint topics (prep, layering, shade choice).
Why it matters
A low average on a hero SKU costs conversions every day; meeting the objection in the buy box is cheaper than a reformulation.
Lead with the lip oil proof
NowThe 5323 review Staining Lip Oil is the strongest proof on the site but sits third in the grid.
TryPut the lip oil and its rating in the first slot and in the hero.
Why it matters
Lead with the product that already wins, and let it carry the newer launches.
Brand Tested Scores are our editorial opinion, based on our published methodology and what we saw on the brand’s own site, shown on this page as of Oct 9, 2026. They are not statements of fact about a company’s legal compliance, finances or product safety. Grades are set against the consumer brands we grade: 82 or higher is in the A range (the scale). Methodology · Request a correction
Last graded . How we grade
Questions about Kulfi
Is Kulfi worth buying from online?
Its own store makes a strong case for itself. We grade kulfibeauty.com 84 out of 100 (A-) as of Oct 21, 2026, on how clearly it sells, what proof it shows and how easy it is to check out. We grade the store, not the products.
What does Kulfi do best?
The story from page to page, which we grade 86 out of 100. The proof has the most room to grow, at 60.
What tools does Kulfi run?
On Oct 21, 2026 our scan of its storefront found Recharge, Alia, Rebuy, Yotpo, Klaviyo and Corso. Checkout and back-office apps can hide from a scan, so treat a gap as something to check.
How does Brand Tested grade Kulfi?
The Brand Tested Score is 40% Brand DNA and 60% Site Experience, built from Kulfi’s own public pages, with a quote from its site behind every point. Kulfi earns 78 for Brand DNA and 71 for Site Experience. Brands can’t pay to be graded or to change a grade.
For the Kulfi team
Run Kulfi? This page is yours.
Verify you work there, add your story and respond to any finding. Claiming never changes a grade.
Shipped a fix?
Tell us what changed and we rescan the live store.
Ask for a rescan
Show the badge
Free. Never sold. Listed brands can put it on their own site, and it links back here.
Claim to unlock it