With more consumers looking for in-store shopping experiences, the age of online-only is slowly fading. Brands that want to continue to gain traction, expand their reach, and cater to a wider audience will need to begin dipping their toes into retail.
Kulfi X Kase
Most beauty brands dream about going viral…until the orders start to pile up and customer satisfaction starts to plummet.
Scaling quickly comes with real pressure: maintaining product quality and brand reputation, adjusting inventory planning on the fly, and entering new sales channels with little room for error. Trendsetting beauty brands can’t just survive the pressure, they need to thrive in it for lasting success.
Beauty brand Kulfi experienced this type of rapid growth firsthand. With unique product offerings, multiple selling channels, and scaling volumes, finding an agile fulfillment partner that could keep up became essential.
With a custom, scalable fulfillment solution from Kase, Kulfi achieved:
Nationwide Sephora retailers onboarded
98+% consistent fulfillment rate
300+% more orders fulfilled per day
Kulfi: Embracing joy, inclusivity, and diversity in beauty
Founded in 2021 by Priyanka Ganjoo, Kulfi Beauty set out to be more than just a makeup brand. It filled a deep desire to address the lack of South Asian representation in the beauty industry and create a platform that empowers individuals to express themselves authentically.
Kulfi is a celebration of self-expression, which, in the brand’s opinion, is intertwined with mental well-being. They champion diversity and joy, offering a space where everyone can feel seen and valued.
As the first South Asian-owned makeup brand to partner with Sephora, Kulfi’s bold, community-centered approach continues to break barriers, creating a meaningful impact both in the beauty world and beyond.
From start-up to scale-up: Kulfi’s fulfillment evolution
Fulfillment operations become increasingly complex during growth. Brands must handle diverse shipping requirements, fulfill orders quickly, cost-efficiently, and accurately, and have real-time inventory visibility across channels. Self-fulfilling or working with a small 3PL can pull focus away from core business operations, including innovation, brand building, and marketing.
When Kulfi Beauty began their search for a new fulfillment service that could help them scale as they grew, they not only ran into the challenge of being on the smaller side, but also desired a trusted partner.
The beauty brand works with Hae CPG*, a collective of operations and supply chain experts dedicated to supporting early-stage beauty and wellness brands. They function like an in-house ops team, with one key difference: they’re a team of specialists built to help fast-growing brands scale smartly. Hae CPG identified Kulfi’s priorities as both DTC and B2B, and began working with Kase to execute.
“Many 3PLs are solid with DTC, where picking and packing is their bread and butter. It’s difficult to find 3PLs like Kase that can really knock out B2B fulfillment,” says Kylynn Dickinson, Director of Operations at Hae CPG.
Supporting 300% growth
After partnering with Kase, Kulfi Beauty’s journey took a high-growth turn. Luckily, they had selected the right 3PL team and tech.
A collaborative, responsive team
From day one, Kase’s team delivered the hands-on support Kulfi needed. Jenn Bradfield, Customer Success Specialist, and Pearl Fuentes, Facility Manager, became trusted extensions of Kulfi’s operations team.
“The Kase team has been incredibly responsive and proactive,” says Tiffany Oei, Operations Manager at Hae CPG. “If I’m dealing with an emergency, I can call the team and get what we need. That’s been critical as we scale.”
Technology built for ecommerce growth
The Kase fulfillment platform gave Kulfi the operational visibility to stay ahead of stockouts, backorders, and demand spikes. Real-time reporting helped them make smarter decisions on inventory, sales trends, and fulfillment planning—all while their order volume surged.
“I really enjoy the Kase fulfillment platform,” Oei adds. “We rely heavily on reporting, so having the ability to quickly pull the data we need has been incredibly valuable.”
With Kase’s support, Kulfi was able to fine-tune operations, speed up fulfillment times, and stay ahead of demand.
“We take a proactive approach with every customer—flagging low stock levels or opportunities to optimize packing before it becomes a problem,” says Bradfield.
We rely heavily on reporting, so having the ability to quickly pull the data we need has been incredibly valuable.
Defining fulfillment operation success
A true partner works alongside a brand to ensure success. This means understanding business goals, remaining responsive, and helping define operational success.
To align workflow, Kulfi starts by creating SOPs and communicating them to the Kase team. They then test by sending sample orders, like shipping a custom box to themselves. This quality control process is conducted monthly by both Kulfi and Kase to ensure everything is shipped correctly, maintaining the premium unboxing experience that Kulfi’s customers expect.
As far as KPIs, Kulfi focuses on maintaining a high fulfillment rate, closely monitoring shipping and handling costs in relation to total sales, and keeping chargebacks, mispicks, and damaged goods to a minimum.
With the help of Kase, Kulfi consistently achieves a fulfillment rate above 98%, ensuring that their products are shipped on time and accurately. The brand also aims to ship products consistently with the correct quantities, optimize workflows to prevent errors, and address issues swiftly when they arise.
“With Kase, accuracy is never a concern. Mispicks are rare given our volume—they’ve nailed consistency,” says Kylynn.
By keeping these key metrics in check, Kulfi ensures operational efficiency while maintaining a strong emphasis on customer satisfaction, giving Kulfi the responsive fulfillment it needs.
Kulfi's brand, delivered their way
For Kulfi, the experience doesn’t end at checkout. It extends all the way to the customer’s doorstep. Every touchpoint, from influencer mailers to everyday unboxing moments, is an opportunity to reinforce their vibrant identity.
That’s why fulfillment is a strategic part of their brand expression. With custom packaging and curated presentation, Kulfi ensures each shipment feels personal and on-brand.
Using the Kase platform, the team can quickly coordinate projects like influencer kits and branded extras without disrupting their core fulfillment flow. The result? A polished, memorable experience that connects with their community.
Entering Sephora: Flexible EDI & B2B fulfillment
Kulfi’s leap from online-only to hitting the shelves of over 300 Sephora stores across North America was made possible by impressive growth and strategic operational planning.
As Kulfi ramped up for Sephora, Kase stepped in to support everything from Electronic Data Interchange (EDI) integration to large-scale, multi-SKU shipments. Handling retailer requirements, tight timelines, and inventory precision became a high-stakes game, where Kase played a crucial role.
“The Kase team is always quick to respond and take accountability,” says Oei. “They investigate problems right away and make sure we’re credited when the issue is on their end. That kind of support makes a big difference.”
The partnership has enabled Kulfi products to reach retail shelves on time and in prime condition, while also supporting the brand’s continued success in Sephora’s competitive retail environment.
Kase has been so
accommodating to
our growth. That’s
what makes them
such a great partner.
Looking foward: Kulfi Beauty + Kase
As Kulfi continues to scale its operations, its partnership with Kase remains an essential part of its growth strategy. With exciting international launches on the horizon, Kulfi is exploring new markets this year, expanding its reach beyond North America.
The collaboration with Kase, particularly in fulfilling both DTC and B2B orders, has empowered Kulfi to maintain its momentum and meet increasing demand. As Kulfi moves into these new markets, Kase’s ongoing support ensures that the brand can adapt and thrive.
About Kulfi
Kulfi is a playful, culturally inspired, and inclusive beauty brand with color-forward clean cosmetics. Kulfi’s vision is to enable their customers to nurture a joyful relationship with beauty by challenging beauty standards and celebrating self-expression.
To learn more about Kulfi visit: kulfibeauty.com
About Kase
Founded in 2015, Kase is a nationwide provider of cloud-based logistics and ecommerce fulfillment services for consumer product companies worldwide. We have built our own industry-leading WMS to fully optimize ecommerce logistics. In 2024, Kase was acquired by WSI (Warehouse Specialists, LLC) to support its ecommerce growth.
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