Soulflower began as a small idea in Mumbai, born from Natasha Tuli’s belief that Indian consumers deserved products that were both natural and pleasant to use. She noticed that, at the time, choices were limited: personal care shelves were full of either heavily chemical products or traditional Ayurvedic recipes. Natasha, who had grown up with sensitive skin, saw a gap. Working as a landscape architect had made her conscious of ingredients and inspired her to try making her own skin care goods at home. Her approach was hands-on experimenting in her own kitchen and drawing inspiration from family traditions and global travel.
The brand took shape when Natasha partnered with Amit Sarda. Together, they launched Soulflower’s first range of essential oils in 2001. Their early days were all about bootstrapping and learning by doing, with Natasha reading, researching, and formulating each product herself. In the beginning, the team operated mostly out of Bangkok before shifting to India to ensure better sustainability, both in business and in sourcing ingredients. They started with aromatherapy oils and quickly noticed buyers liked their focus on clean aesthetics and product quality. This motivated them to grow: soon, soaps and hair oils joined the lineup. Each product had its own story, inspired by everyday experiences and home remedies from Natasha’s childhood.
Soulflower’s path hasn’t always been easy. For over a decade they operated mainly offline, placing their goods in major Indian stores and relying on mall-goers for steady sales. This changed in 2020 when the pandemic suddenly closed shops everywhere. Natasha and Amit decided to pivot sharply, moving to e-commerce and investing in digital infrastructure. They saw strong demand for natural products and switched to a D2C (direct-to-consumer) strategy, focusing on clear branding and clinical proof of results. For example, their rosemary oil became one of the top sellers online, even overtaking older, established brands in its category.
Building a Farm-to-Face Legacy
Embracing a farm-to-face philosophy, Soulflower went beyond sourcing: in a small Rajasthan tribal community, they taught local teachers to craft oils and grew their own organic ingredients.
Over time, Soulflower expanded its range to include:
- Hair growth oils and serums
- Natural shampoos and conditioners (including bars)
- Face washes, serums, and soaps
- Sunscreens and skin oils
Soulflower’s products are both FDA-approved and clinically proven, reflecting Natasha’s insistence on natural, not merely Ayurvedic, formulations for ultimate transparency.
Gaining Momentum: Investment and Growth
In 2022, Soulflower received a significant boost: ₹15 crore in funding from WIPRO. Notably, the WIPRO CEO became interested after spotting Soulflower products in his daughter’s room. The investment accelerated Soulflower’s digital presence and expansion on e-commerce and quick commerce platforms.
Soulflower’s premium hair oil has since become the top seller on Blinkit and Amazon, surpassing even the likes of Parachute in online sales, driven by powerful word-of-mouth from satisfied customers. The brand has also made its mark internationally in the US, Singapore, Dubai, and Saudi Arabia.
An important part of their growth story is their overseas expansion. Using platforms like Amazon Global Selling, Soulflower now ships to markets in the US, UK, UAE, Singapore, and Japan, making natural Indian personal care available to a global audience.
Soulflower’s business philosophy is simple: build everything with honesty, source ingredients with care, and always put customers’ needs first. Natasha’s leadership continues to shape the brand’s reputation for integrity and innovation, keeping Soulflower at the forefront of India’s clean beauty market.
ALSO READ : How CLIMES Is Pioneering the Climate Tech World
