There really should be more people in the world like Natasha Tuli! Why do I say that? Well, for starters, she’s not your run-of-the-mill Founder, she’s also the Chief Formulator and Storyteller behind Soulflower, the clean beauty brand that’s all about farm-to-face fabulousness. As a brain hemorrhage survivor, Natasha isn’t just inspiring; she’s downright superhero-level, earning a spot in the book Unstoppable: Inspiring Stories of Heroes Who Beat All Odds to Run Marathons – and trust me, she’s running circles around the competition!
With over 20 years of experience in the beauty care jungle, Natasha is on a mission to catapult India onto the global beauty stage, armed with quality, efficacy, and a chirpy attitude. She’s like a beauty scientist with a dash of rebel, smashing the status quo of exaggerated claims and toxic ingredients. Her dream? A world where every ingredient is chosen with love, every formulation is crafted with intention, and even the quietest voices – yes, even your shyest plants and animals – are heard.
At Soulflower, she’s cooking up a sustainable business model that’s as refreshing as a splash of cool water on a hot day. She’s not just delivering natural, preservative-free hair growth and skin glow; she’s empowering tribal communities and women artisans to strut their stuff in clean, happy workplaces. And let’s not forget her soft spot for stray animals – Natasha’s not just cruelty-free on paper; she’s out there making sure our furry friends are living their best lives!
With a Bachelor of Architecture from Sir J.J. School of Arts and a stash of credentials including a Goldman Sachs 10,000 Women Scholarship and a specialization from ISB Hyderabad, Natasha blends creativity with business savvy like a master cocktail shaker. Her passion has rocketed her brand Soulflower across India and in seven countries abroad. Sumita Chakraborty, Editor-in-chief, TheGlitz raises a toast to the indomitable Natasha Tuli – a stylish trailblazer, a storytelling dynamo, and the beauty world’s favourite game-changer, shaking things up one eco-friendly bottle at a time!
TheGlitz: Welcome, Natasha Tuli! Let’s dive into your enchanting Soulflower journey.
Natasha: Thank you! It’s been an incredible adventure. Our brand has truly blossomed over the years. We’ve been immersed in the world of aromatherapy and essential oils for over 20 years. In fact, October 2 marks our 24th birthday – that day also happens to be my birthday!
TheGlitz: That’s wonderful! Could you share a bit about your background?
Natasha: Certainly! I’m an architect by training, having graduated from JJ School of Architecture. Though I come from a film family – my father, Virendra Kumar Tuli, is a movie producer, and my uncle was the renowned Rajendra Kumar, actors Kumar Gaurav and Sanjay Dutt are my first cousins. – my path was quite different. Growing up, I was inspired to carve my own niche, which led me to specialize in architecture with a special in landscape. It was during this time that I discovered the immense power of natural ingredients, essential oils, and the benefits of herbs for skin and hair.
Twenty years ago, I noticed a significant gap in the market. Back then, people viewed natural products as outdated, favoring brands like Sun Silk etc. Ironically, India, which is home to so many natural resources, wasn’t fully embracing them. Astonishingly, around 80% of the world’s essential oils come from India, yet the West consumed them more than we did!
Then I met my co-founder, Amit, and we began to change that narrative. Initially, people hesitated to use essential oils on their skin, but we took the plunge, and slowly but surely, we gained acceptance. We started off as an offline brand, selling in malls, but when COVID hit, we pivoted online. You could say 2022 was our second birth, and today, we proudly stand as the largest sellers of rosemary essential oil.
TheGlitz: Fascinating! Tell us more about Soulflower’s digital rebirth in 2022.
Natasha: Going digital was transformative. In 2022, our customer demographic shifted dramatically. We transitioned from serving primarily those aged 40-45 to attracting 16-18-year-olds who actively check labels and research ingredients. They regularly send us queries or Dm us on social media, and we answer each one of the queries and even have dedicated team members answering Dms late into the night!
It was also the year we caught the attention of Wipro, the powerhouse behind brands like Santoor and Chandrika Soaps. The CEO stumbled upon Soulflower when he found our soaps in his daughter’s room. Curious, he asked her why she favored us over Wipro products, and she passionately advocated for our brand, which led to a partnership.
TheGlitz: That’s incredible! And I must say, your products are remarkable, especially the Rosemary Mint hair oil. It worked wonders for my chronic scalp issue – no other product came close!
Natasha: Thank you! That’s the kind of feedback that fuels us. We’ve built Soulflower organically, and we’ve become something of a cult favorite. Our loyal customers often say they can’t imagine their lives without our products. If I had to pinpoint our secret sauce, it’s our unwavering commitment to pure, natural ingredients.
TheGlitz: As the chief formulator, you’re deeply involved in product development. Can you walk us through your creative process and how you uphold your natural and ethical values?
Natasha: We started with no experience in product formulation – just a spirit of experimentation. In the beginning, I was literally mixing things up in my kitchen! Over the years, we’ve expanded to our own organic farm in Banswara, Rajasthan, certified by the state government, where we cultivate our ingredients. We’re proud to provide employment opportunities to many, especially women in tribal communities. Our products are now available in seven countries, including Japan, Australia, the UAE, the US, Singapore, and Saudi Arabia – where compliance is particularly rigorous.
Transparency is crucial for us. Many natural products in India lack proper labeling, but we ensure that our products meet international standards. Soulflower is made in India, but we design it for the world. With FDA compliance and Ecocert certification, we guarantee that our ingredients are natural and organic – no preservatives in our oils! Excitingly, many of our products are patented, and just before this call, I received news that one of my patents has been granted after nearly nine years!
TheGlitz: That’s impressive! What challenges have you encountered along the way?
Natasha: Oh, there have been plenty! COVID and floods were just the tip of the iceberg. The most vital lesson I’ve learned is to maintain belief in our vision. It’s essential to remain open to change and improvement while staying true to your mission. When people ask about the name “Soulflower,” I explain that it’s not just abut the soul or flowers, our company is founded on compassion – we advocate for those who can’t speak for themselves.
At our office, we have 12 dogs and 18 cats. Some suggest we should have a sleek, glass-facade building, but I ask, “Where would all the animals go?” We’ve even acquired another building to accommodate them! Many people don’t realize that Soulflower is my brand name, while my company is PT Invent – P and T stand for my cats’ names. For every product sold, we feed a stray animal. Daily, around 3:30 PM, we prepare meals for strays in Andheri, Mumbai, caring for about 500 cats and dogs.
Natasha, what is your ultimate goal?
Our goal has always been to build a sustainable business. Money has never driven me; I’ve supported myself since a young age without relying on my parents. But I’ve always believed that when you believe in something, you work tirelessly for it. And of course, be positive about it… The success of Soulflower stems from the blind optimism my co-founder and I had from the very start.
TheGlitz: If you had to highlight three milestones in your Soulflower journey, what would they be?
Natasha: The first milestone would undoubtedly be our digital transformation during COVID. Prior to that, we were the first beauty brand signed on when Amazon entered India. Meeting Jeff Bezos was monumental; He asked me about my goal and I told him, “I want my product to sell all over the world.” That meeting catalyzed our global expansion and opened many doors. Another significant milestone was partnering with Wipro, which validated our brand and our mission.
TheGlitz: What advice would you offer to young entrepreneurs, especially women looking to create a brand rooted in nature and mindful living?
Natasha: I often speak to aspiring women entrepreneurs, and I have a straightforward message: today is the last day I’ll treat you as women; we’re all equals here. Women are far better than men and don’t need any special treatment or reservation. But they must have confidence in themselves. You don’t need to dress in blacks and grays to be taken seriously – I always wear vibrant colors because I believe that it’s crucial to express your individuality as a brand and a person.
TheGlitz: One personal question, I hear you’re also a marathon runner?
Natasha: Yes! I’ve completed over 35 marathons and was featured in a book with Inspirational Indian Runners called Unstoppable: Inspiring Stories of Heroes Who Beat All Odds to Run Marathons. I ran the Mumbai Marathon just four months after suffering a brain hemorrhage in 2015, despite my doctor predicting a two-year recovery. My journey is one of resilience and determination.
