Driven by values, not vanity – Natasha Tuli’s story of building India’s No. 1 hair oil brand.
Persistent. Purposeful. Passionate. That’s how Natasha Tuli – Co-founder and CEO of Soulflower describes herself. And those very words are the seeds from which one of India’s most trusted clean beauty brands has bloomed.
Natasha’s journey began long before clean beauty was even a buzzword in India. “Back in 2001, no one was talking about toxins in skincare or the benefits of going natural,” she recalls. “I was frustrated by the hidden chemicals in everyday products. I wanted to create something real – something that honored both people and the planet.”
From handmade soaps at weekend exhibitions to becoming India’s No.1 Hair Oil Brand on Amazon and Blinkit, Soulflower’s story is a masterclass in resilience, values-driven entrepreneurship, and a deep-rooted belief in the healing power of nature.
The Soul Behind Soulflower
With a background in architecture from the Sir J.J. School of Arts, Natasha built her foundation on creativity and structure. She later honed her business acumen through global programs like Goldman Sachs 10,000 Women, ISB’s Supply Chain Management Specialization, and the Cherie Blair Foundation’s Women Entrepreneurs Program.
But Soulflower wasn’t born from textbooks – it was born from the heart.
“My grandmother’s kitchen was my first lab – fresh aloe vera, coconut oil, amla. I was always passionate about natural remedies,” she shares. “Soulflower isn’t just a brand to me; it’s a movement. A way to bring hope, healing, and honesty to a world flooded with noise and chemicals.”
Even the brand’s name reflects this philosophy: a flower blooming from the soul-pure, radiant, and deeply rooted in nature.
From Farmer to Formulator to Family
What makes Soulflower stand tall amidst a crowded marketplace of beauty brands?
“We don’t just slap on a ‘natural’ label. We live it,” Natasha says. “We’re farm-to-face, preservative-free, and committed to real results. No greenwashing. No celebrity gimmicks. Just truth and transparency.”
With its own farms in Rajasthan and a commitment to sustainable practices passed on by local Adivasi communities, Soulflower is a pioneer in India’s #CleanBeauty and #FarmToFace revolution. All products are ECOCERT Cosmos Organic Certified, ESG Compliant, cruelty-free, and PETA approved – not just as checkboxes, but as a daily way of life.
“We care for over 500 stray animals every single day from our Mumbai headquarters, where more than 20 cats and dogs live with us,” Natasha proudly shares. “That’s how deeply we live our values.”
The Growth Story
From a few thousand rupees in monthly sales to becoming a multi-million-dollar business with international presence across the USA, UK, Australia, Singapore, Saudi Arabia, UAE, and Japan, Soulflower’s rise has been nothing short of phenomenal.
It is now present in 650+ retail outlets PAN India, as well as on top e-commerce platforms like Amazon, Nykaa, Myntra, Flipkart, Tira, and quick-commerce giants like Blinkit, Zepto, Swiggy, and Instamart – delivering skin glow and hair growth essentials within minutes.
And yet, the brand’s mission remains the same:Farm. Formulate. Heal.
Quick Five with Natasha Tuli: –
If not an entrepreneur, what would you be? – An architect restoring ancient temples and heritage sites.
Beauty is synonymous with —Authenticity.
The best gift in life —A second chance — I know this deeply as a brain hemorrhage survivor.
One tip for skincare —Simplify your routine. Trust in pure ingredients.
One sure-shot way to success —Stay obsessed with solving real problems, not chasing trends.
About Soulflower: – For Soulflower, hair growth is a journey and it’s in it together with its customers. Soulflower is one of India’s leading ECOCERT Cosmos Organic Certified, ESG (Environment, Social & Governance) Compliant & Clean Beauty brands, specializing in offering efficacious & effective solutions to dandruff, hair fall, slow regrowth, and uneven, dark & dull skin. Soulflower believes its products should be accessible to all, without compromising on quality, ensuring only the best products reach its customers.
These products are handmade with ingredients sourced from Soulflower’s own farms in Rajasthan, making #CleanBeauty and #FarmToFace a reality for its customers. Soulflower believes in utilizing the traditional knowledge of sustainable farming passed on through generations of local Adivasis in Rajasthan to deliver clean & effective hair growth and skin glow solutions.
Cruelty-Free and PETA approved are more than certifications; they’re the brand’s daily commitment. Soulflower’s Mumbai headquarters is home to more than 20 cats & dogs and cares for over 500 stray animals daily. Soulflower is currently present PAN India across 650+ retail outlets and e-commerce platforms like Amazon, Myntra, Nykaa, Tira, Flipkart and more. It is now also available on Quick-commerce platforms like Blinkit, Zepto, Swiggy, Instamart and more, helping customers get hair growth & skin glow essentials in minutes. Internationally, the products are available across USA, Australia, Singapore, Saudi Arabia, UAE, Japan & the UK. When it comes to finding out what’s best for customers’ hair & skin, Soulflower is here for them.
