How this woman-led brand is a trailblazer for the natural beauty market

Natasha Tuli’s love for nature and everything organic has been a prominent fixture and a guiding principle in her life for years—from DIY summer projects on vermiculture, all the way to her plans for a career in landscape architecture. 

However, life had other plans. 

Growing up with sensitive skin pushed Tuli towards opting for natural skincare products, and discovering an opportunity in the market. 

At that time, the personal care market was divided between Ayurvedic products and chemical-laden commercial products. “There was a gap for natural products that also smelled and felt good,” Tuli tells HerStory.

In 2001, with her co-founder Amit Sarda, she started Soulflower with a range of essential oils.

“It was a combination of creativity and necessity. I started by making products myself, inspired by my visit to Thailand, where natural products were beautifully presented,” says Tuli. 

Growth of the brand

Initially, Soulflower operated out of Bangkok, then moved production to India “for sustainability reasons.” 

Tuli saw that their aromatherapy products were well-received, and how their blend of aesthetics and quality made them stand out.

Soon after, they expanded to creating formulations with zero preservatives. “I started formulating by reading extensively and experimenting, which led to our unique product range. For instance, our healthy hair oil is a top seller on Amazon, surpassing even established brands like Parachute,” she says.

Convincing her partner Amit to launch castor oil took two years, but today it's one of their top sellers, says Tuli. 

“Over time, we expanded to soaps - all handmade and unique. Our sandalwood soap is clinically proven to reduce melisma, and our anti-tan tomato soap uses fresh tomatoes. We always focus on addressing specific concerns,” she says.

During the pandemic, Soulflower pivoted to ecommerce, securing investment from Wipro and moving manufacturing to a farm in Rajasthan. This farm employs local tribals and local women, to promote sustainability and quality. 

Tapping into talent, not degrees

Soulflower is the result of Tuli following a bold call to creativity. 

After a degree from the JJ School of Architecture, and practising for a few years, she realised that she couldn’t be confined by the architectural norms in Mumbai, which were more centered on maximising space than creativity.

“I am an architect by education, but I've always believed in following my heart rather than my formal training,” Tuli says.

“Ignorance is bliss; not knowing what you’re diving into removes fear. Like a child curious about the world, I approached my ventures with curiosity and no preconceived notions,” she adds.

In fact, she takes a leaf from her own life to identify people who she feels would be a good fit in the Soulflower team. In 2015, she had a brain hemorrhage, which taught her a life-changing lesson on resilience and the importance of perseverance. 

“Despite being told I’d take two years to recover, I returned to work within a month. This experience reinforced my belief in focusing on what truly matters and driving forward with passion and dedication,” says Tuli.

One place where this belief is evident is Soulflower’s internship programme with IIT students, running since 2012. Tuli says she “reads resumes upside down” while taking on interns, looking for hobbies and passions that drive them rather than their formal education. 

“For instance, I hired an engineering student whose hobby was graphic design. Today, he's the Head of Design at Swiggy,” she says.

“We also look for a passion for animals, as we have a whole bunch of workplace pets.”

A word for women in the space

Even as the wellness market has boomed unprecedentedly since the decade that Soulflower launched, with cruelty-free, natural products driving the market, Tuli says that moving forward with curiosity rather than fear, has helped them carve a niche for themselves.

“Opportunities are everywhere, you just need to be open to them. Your background doesn’t limit you,” says Tuli.

“Also, instead of looking at competitors, focus on understanding your customers and their needs. Be original and lead, rather than follow. Most importantly, ensure your products deliver real results,” she advises.