From handcrafted essential oils to a full-fledged sustainable beauty brand, Natasha Tuli shares Soulflower’s inspiring journey and the pivot to digital success
When it comes to the world of beauty and wellness, few brands can claim a journey as transformative and enduring as Soulflower. Natasha Tuli, the founder and creative force behind the brand, has not only pioneered the essential oils market in India but has also stayed ahead of industry trends with a deep commitment to sustainability and ethical beauty. In an exclusive conversation, Tuli shares insights into Soulflower’s evolution, challenges, and its unwavering focus on clean, natural products.
Building a Brand with Purpose
Tuli’s journey began over two decades ago when natural and ayurvedic beauty products were still met with skepticism. “When we started Soulflower, people weren’t comfortable using essential oils on their skin and hair,” she recalls. “There was a perception that only big brands like HUL and P&G could offer products that worked.” At the time, Soulflower’s offerings were primarily sold in brick-and-mortar stores like Shoppers Stop, Pantaloons, and Westside, where customers could experience the products firsthand.
But when the pandemic struck, everything changed. “COVID forced us to pivot,” she explains. “Our products were locked inside stores, but demand for essential oils and soaps surged. We had to shift our focus to online sales.” Today, 85% of Soulflower’s business comes from e-commerce, with quick commerce emerging as a key growth driver. This transition was not without challenges—adjusting the supply chain, rethinking packaging, and meeting the demands of online retail required a complete transformation of their business model.
A Commitment to Sustainability
Sustainability has always been at the heart of Soulflower’s philosophy. What started as a passion for natural products has evolved into a full-fledged commitment to ethical sourcing and eco-friendly practices. “We moved our manufacturing to Rajasthan, where we now have our own farm,” Tuli shares. “We’ve trained local tribal men and women to make Soulflower products and grow fresh ingredients for our formulations.”
Tuli is deeply involved in every aspect of the brand’s sustainability strategy, from ingredient sourcing to packaging. “Sustainability isn’t just about using organic ingredients—it’s about ensuring the entire supply chain is ethical and responsible,” she says. The brand has eliminated unnecessary packaging, moving away from excessive boxes that only add to waste. “Some brands claim sustainability while importing ingredients from across the world. We believe in local manufacturing and procurement to truly minimize our carbon footprint.”
Her dedication extends beyond just business; it’s about a larger vision of giving back. “I am a champion for things that cannot speak—skin, hair, animals. Our brand was built with the philosophy of making people happy while ensuring that the planet and animals are cared for too.”
Overcoming Challenges and Pioneering Change
Building Soulflower wasn’t without its struggles. Tuli’s entrepreneurial journey is a testament to resilience. “My family comes from Bollywood, but I wanted to carve my own path,” she reveals. “Leaving behind a five-year architecture degree and stepping into the unknown was daunting. There were no Shark Tank-style investors back then—you had to put in your own money and take the risk.”
The brand faced multiple setbacks, from devastating floods that wiped out inventory to the COVID crisis that forced a drastic shift in operations. “Each time we were knocked down, we found a way to rise again. That resilience is in my DNA.”
A Future Rooted in Innovation
Looking ahead, Soulflower is set to expand its footprint while staying true to its roots. “We fought for our brown paper packaging, despite people telling us it looked shabby. Now, it’s part of our identity,” she says proudly. The brand continues to innovate while staying committed to its mission of clean, sustainable beauty.
For Natasha Tuli, Soulflower is more than just a brand—it’s a movement. As she continues to champion ethical beauty, her journey serves as an inspiration for entrepreneurs navigating the evolving landscape of conscious consumerism. “The key is to evolve with time and with the consumer,” she says. And with Soulflower’s unwavering commitment to authenticity and sustainability, the brand is poised to flourish for years to come.
