Performative grocery shopping + pro-peptides.

Welcome back to another episode of The Curious Consumer! Today, we’re joined by Priyanka Ganjoo, the founder of South Asian beauty brand Kulfi Beauty—the first South Asian female-owned makeup line to be carried at Sephora. Priyanka shares her journey building an inclusive beauty brand, and the power of a strong emotional and cultural moat. Plus, we’re chatting about the boom of Erewhon lookalikes (and how they’ll survive when mass-market becomes a discovery channel), the water brands capitalizing on fear of microplastics, one brand’s attempt to legitimize peptides, and more. Let’s get into it! The breakdown: 0:00 Kulfi Beauty + the wave of inclusive beauty 5:36 Kulfi’s Sephora growth and changing audience 9:49 The power of the emotional moat in beauty 14:49 Everything is Erewhon now (the new age of bougie grocers) 21:52 Water brands vs. microplastics 29:34 Kellogg’s cereal front-of-pack framework 34:31 Target’s private-label chef collabs 40:10 Peptides are the wild west of wellness 🎧 Love the show? Subscribe to The Curious Consumer wherever you get your podcasts! New episodes drop weekly. 📧 Get the inside scoop Subscribe to Express Checkout, our newsletter packed with consumer insights, trends, and exclusive content straight to your inbox at expresscheckout.co. 🗣️ Let’s connect! Follow us for behind-the-scenes content, quick tips, and more: @expresscheckout 💬 Join the conversation Have a product you’re curious about? DM us your questions or drop them in the comments—your topic could be featured in our next episode! If you have any thoughts/questions/suggestions, feel free to email us at [email protected] :) ⭐ Help us grow If you enjoyed this episode, please rate and review us on Apple Podcasts or Spotify. It helps other curious consumers find us! Get full access to Express Checkout at www.expresscheckout.co/subscribe