Natasha Tuli on Scaling Soulflower with Honest Formulations, Clinical Proof, and Consumer Trust

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky sits down with Natasha Tuli, Co-Founder & CEO of Soulflower, to discuss how the brand carved a strong position in India’s highly competitive clean beauty market by staying rooted in transparency, efficacy, and trust. She shares how Soulflower’s farm-to-face philosophy, clinically validated formulations, and focus on visible results helped it compete with FMCG giants, build customer loyalty, and scale across Q-commerce and omnichannel platforms in 2025.

Natasha also reflects on shifting consumer expectations in clean beauty, the rise of performance-driven natural products, and the opportunities Soulflower sees in India and global markets as ingredient-led, science-backed beauty continues to gain momentum.

StartupTalky: Soulflower has become a pioneer in natural and clean beauty. Can you briefly describe the company’s core focus and the philosophy that guides your product development?

Natasha Tuli: From day one, we set out to be the brand people trust when they want real, natural care that actually works. Soulflower is all about simple, transparent formulations that come straight from nature and deliver visible results. We call it farm to face beauty because our ingredients are pure, organically grown on our farm in Rajasthan with ZERO Pesticides, ZERO fertilisers. 

We never dilute our products with junk like mineral oil or silicones. What drives every product is the idea that beauty should be honest, effective, and safe for daily use. We solve real skin and hair concerns with plant power and clinical backing, not exaggerated promises. That’s why our customers keep coming back and tell their friends.

StartupTalky: Looking back at 2025, what were the key milestones, achievements, or learning for Soulflower that made it a significant year for the brand?

Natasha Tuli: 2025 felt like a small David winning against FMCG Goliaths in everyday haircare and skincare. We strengthened our presence on Q-commerce platforms including Blinkit, Zepto, and Instamart so customers can get their go-to products in minutes. Our rosemary hair growth solutions became Amazon, Flipkart bestsellers with thousands of strong reviews, proving nature can compete with big players on performance and trust. 

On the industry side, our work got recognized in forums that value real results and honest marketing. The year reminded us that agility, listening to what customers truly want, and keeping our promise to deliver visible changes make a massive difference. 

StartupTalky: How has customer behaviour and demand for clean, natural hair and skincare evolved over the past year, and how has Soulflower adapted to these shifts?

Natasha Tuli: While it has become even more pronounced in the past year, over the years we’ve realized that people don’t just want natural on the label anymore. They want ingredient transparency, clinical proof, and products that fit into simple routines. They’re savvy, they research, they read reviews, and they compare before they buy. We adapted by sharpening our formulations with actives that deliver, by being clear about what’s inside every bottle and bar, and by showing real results from real people. We also met the shift in shopping habits by making our best loved products available instantly on Q-commerce, matching how fast life moves now.

StartupTalky: With rising competition in the D2C personal care space, what strategies does Soulflower employ to maintain customer trust, engagement, and loyalty?

Natasha Tuli: Trust isn’t built over a quarter of a year. It’s built over years of showing up with products that do what they say they will. That’s our biggest advantage. We stay consistent with our clean promise, listen closely to customer feedback, and make claims only when we can back them up.

Our key ranges, including rosemary hair care, are supported by clinically proven in vivo testing conducted by independent third-party labs on real human subjects. We don’t rely on self-testing or controlled brand trials. We believe results should be validated, not assumed.

We focus on repeat categories where performance is visible, pair it with clear storytelling, authentic reviews, and strong post-purchase engagement. In a space full of noise and flashy claims, we keep our word and let real results speak for us.

StartupTalky: Which products emerged as Soulflower’s hero offerings in 2025, and how do these reflect the brand’s focus on efficacy, consumer trust, and clean formulations?

Natasha Tuli: 2025 saw our OG rosemary hair care stand out as real heroes for customers dealing with hair fall, thinning, slow hair regrowth and scalp issues. Whether it’s the OG Rosemary essential oil, rosemary-lavender Hair Growth Oil, or our Tetragain In Vivo Tested Redensyl serum, they consistently show strong reviews and repeat love. They reflect what we’ve always stood for: clean, natural, clinically rooted solutions that give visible results and build confidence over time. This trust and performance is what keep our customers loyal.

StartupTalky: How does Soulflower decide which new products or formulations to bring to market? What role do customer feedback, performance data, and in-house expertise play in shaping your product roadmap?

Natasha Tuli: We don’t guess. We listen. Customer feedback, performance data, review signals, repeat purchases are our compass. When a need becomes clear in the real world, our in-house formulation team takes it on with science and clean standards at the core. We only launch when we know the product will solve a problem, and we validate it with clinical testing on real people, not animals. That’s how we make sure what comes to the market earns its place on the shelf.

StartupTalky: Looking ahead, what new opportunities or trends in clean beauty does Soulflower plan to explore in the coming year, both in India and globally.

Natasha Tuli: We’re doubling down on high-efficacy, clean, proven formulations that make routines simpler and results visible. Scalp health and targeted hair treatments will continue to grow, backed by science and nature working together. 

We also see a big opportunity for Soulflower beyond India, especially where people are craving authentic, ingredient-led brands that feel personal and trustworthy. At the same time, we’ll keep strengthening our omnichannel reach so people can choose how they want to shop and use their favourite products every day.

Explore more Recap'25 interviews here.