Natasha Tuli Shares How Soulflower is Redefining Clean Beauty with Farm-to-Face Solutions
StartupTalky presents Recap'24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The beauty industry in India is transforming, with a growing emphasis on sustainability, transparency, and natural ingredients. A brand making a difference in this space is Soulflower, which combines Ayurveda with clean beauty to create unique products.
In this edition of Recap’24, we feature Natasha Tuli, Co-founder and CEO of Soulflower. She shares what inspired her to start the brand and how it reflects her passion for natural skincare. Natasha talks about Soulflower's journey, its "Farm to Face" approach, and the challenges of promoting clean beauty in India.
Read on as Natasha also reveals the new product launches in 2024, her views on sustainability, and the future opportunities for clean beauty in India and globally.
StartupTalky: Soulflower has a unique approach to beauty rooted in Ayurveda and clean beauty. What inspired you to start the brand and shape its vision and philosophy?
Ms. Natasha Tuli: I’ve always been passionate about natural and effective skincare. Growing up, I experienced first-hand the harmful effects of chemical-laden products on my skin, which made me question what we were applying daily. That personal struggle became a driving force behind creating Soulflower, a brand built on providing pure, natural, and effective personal care solutions.
I wanted to offer clean, conscious hair and skincare that genuinely nourishes, heals, and rejuvenates, empowering people to embrace safe and sustainable self-care. Soulflower was born from this vision to redefine beauty with products that are as kind to the skin as they are to the environment.
StartupTalky: What new products or categories have you added in 2024? What is/are the USP of your products?
Ms. Natasha Tuli: In 2024, we expanded our portfolio with innovative hair and skincare products including the Rosemary Mint Light Hair Oil, Rosemary Water with Mint, Hyaluronic Invisible Sunscreen Gel, and Ceramide Face Gel Moisturiser. Each product is thoughtfully formulated with potent natural ingredients like hyaluronic acid, tea tree, aloe vera, and rosemary to deliver visible results without harsh chemicals.
Gen Z and Gen Alpha are increasingly mindful of the quality of the products they use and the potential side effects of harmful ingredients found in conventional options. They are aware of harmful chemicals, read labels carefully, and are willing to pay for better quality and transparent products. These generations actively seek natural alternatives to harsh chemicals like Minoxidil, valuing options that align with their preference for safety and sustainability.
Our unique selling proposition lies in our commitment to farm-fresh, natural ingredients sourced from our own sustainable farms in Banswara, Rajasthan. With a focus on efficacy and purity, Soulflower's Rosemary hair care range has become India’s Naya Tel for hair growth, setting a new standard for quality and results in natural beauty solutions. We focus on cruelty-free, ethical sourcing and sustainable practices to ensure every product remains unadulterated, organic, and effective, all at an affordable price.
At Soulflower, we aim to keep people’s hair and skin happy by offering clean beauty solutions that nourish and transform, while staying true to our promise of purity, transparency, and sustainability.
StartupTalky: What is your ingredient sourcing process, and how does it contribute to Soulflower’s product quality and business growth?
Ms. Natasha Tuli: At Soulflower, our ingredient sourcing process is rooted in sustainability and quality. We work directly with local adivasi farmers in Rajasthan, sourcing farm-fresh, natural ingredients that are cultivated using traditional and sustainable farming methods. By growing and harvesting on our own farms, we ensure that every ingredient meets our stringent quality standards and retains its potency and efficacy.
Our “Farm to Face” approach not only guarantees transparency and traceability but also positively impacts local communities by supporting their livelihoods. This control over the supply chain enables us to deliver products that are not only highly effective but also environmentally responsible, enhancing consumer trust and loyalty. Our commitment to quality and sustainability has been instrumental in driving Soulflower’s growth and establishing us as a trusted name in clean beauty.
StartupTalky: What are some of the biggest challenges you’ve faced while promoting clean beauty in India, and how did you overcome them?
Ms. Natasha Tuli: One of the most significant challenges in promoting clean beauty in India has been raising awareness about the benefits of natural ingredients and the potential harm caused by chemical-laden products. To address this, we invested heavily in creating content that highlights the advantages of clean beauty. By engaging directly with our community through social media, blogs and interactive campaigns, we’ve built trust and informed our customers.
We also leveraged certifications like 'FDA Approved', 'PETA Approved' and ‘Ecocert Cosmos Organic Certified’ to establish credibility and reassure consumers of the safety and efficacy of our products. Through consistent messaging and community engagement, we’ve been able to make clean beauty more accessible and desirable across India.
Tanusha Verma
StartupTalky: With availability across e-commerce and quick-commerce platforms, how has your distribution strategy evolved to meet changing customer needs?
Ms. Natasha Tuli: Our distribution strategy has transformed significantly to align with the evolving preferences of modern consumers. Recognizing the increasing demand for convenience and quick access, we’ve expanded our online presence through leading e-commerce platforms ensuring Soulflower products are available to a nationwide audience.
Additionally, we’ve partnered with quick-commerce platforms, enabling delivery within minutes for customers seeking instant access to hair and skincare essentials. To complement this, we’ve strengthened our offline footprint by forging strategic partnerships with retail outlets. This omnichannel approach allows us to meet diverse customer preferences, offering seamless shopping experiences whether they prefer the speed of quick-commerce, the variety of e-commerce or the personalized service of in-store shopping.
StartupTalky: How do you engage with customers to build loyalty and ensure repeat purchases in such a competitive market?
Ms. Natasha Tuli: At Soulflower, customer satisfaction is at the heart of everything we do. We actively listen to feedback and use it to refine our products and services, ensuring they meet the evolving needs of our customers. Social media plays a key role in building a strong and engaged community where we develop meaningful connections and conversations with our audience.
To enhance loyalty, we offer exclusive deals, personalized recommendations and loyalty programs that reward repeat purchases. Our focus is on creating an authentic and enriching experience that goes beyond the product itself, making customers feel valued and appreciated in every interaction.
StartupTalky: What marketing strategies have been most effective for Soulflower, especially in promoting your #CleanBeauty philosophy? Are there any particular campaigns/strategies that worked well for you?
Ms. Natasha Tuli: Social media has been a cornerstone of our marketing strategy, allowing us to connect directly with our audience. Platforms like Instagram and YouTube have proven invaluable for sharing skincare tips, product demonstrations and behind-the-scenes insights into our #CleanBeauty philosophy. Influencer collaborations have amplified our message, while user-generated content builds trust and engagement by showcasing real customer experiences. Campaigns like Farm to Face, Clean Beauty and Cruelty-Free have resonated with our customers, highlighting our commitment to natural and sustainable beauty.
StartupTalky: As clean beauty becomes more mainstream, what opportunities do you see for the growth of this industry in India and globally?
Ms. Natasha Tuli: The clean beauty industry is on a transformative journey, with immense opportunities both in India and globally. As awareness grows, consumers are increasingly seeking products that combine efficacy with ethical and sustainable practices. This shift opens doors for brands to innovate with natural and cruelty-free formulations that align with these values.
In India, the quick commerce boom adds an exciting dimension, with customers expecting their clean beauty solutions delivered in minutes. This trend is set to redefine how brands engage with consumers, emphasizing speed, convenience, and accessibility. Globally, clean beauty is becoming a lifestyle choice and the demand for transparency and eco-consciousness is pushing the industry to new heights. At Soulflower, we’re thrilled to lead this movement, offering farm-to-face solutions that meet the evolving needs of conscious consumers.
StartupTalky: What role do you play in the day-to-day operations, and how do you ensure the brand stays aligned with its mission?
Ms. Natasha Tuli: As the founder of Soulflower, I am deeply involved in every aspect of the business. From product development and innovation to strategic partnerships and brand building, I strive to ensure that every decision aligns with our core values of sustainability, ethics and natural beauty.
I work closely with our team to set the vision and direction for the brand. This includes overseeing product formulation, packaging design, and marketing strategies. Additionally, I actively engage with our customers, listening to their feedback and incorporating their insights into our product development process.
To maintain brand consistency, we have a strong team of dedicated professionals who share our passion for natural beauty. We regularly conduct team meetings, workshops, and training sessions to reinforce our brand values and ensure that everyone is aligned with our mission.
StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to create a brand that prioritises sustainability and ethics like Soulflower?
Ms. Natasha Tuli: For aspiring entrepreneurs who prioritise sustainability and ethics, I would offer the following advice:
- Stay True to Your Vision: Have a clear vision for your brand and stay committed to your core values.
- Prioritize Sustainability: Incorporate sustainable practices into every aspect of your business, from sourcing ingredients to packaging materials.
- Build Strong Relationships: Cultivate strong relationships with your suppliers, partners, and customers.
- Embrace Transparency: Be transparent about your business practices and share your story with your audience.
- Never Stop Learning: Stay curious, keep learning, and adapt to the changing needs of your customers.
- Believe in Yourself: Entrepreneurship is a journey filled with challenges. Stay positive, believe in yourself, and never give up.
