An Exclusive Interview with Natasha Tuli, Co-founder and CEO of Soulflower, a Farm to Face Clean Beauty Initiative
In an exclusive interview, Natasha Tuli, Co-founder and CEO of Soulflower, discusses pioneering the ‘Farm to Face’ clean beauty initiative. She shares her vision for sustainable sourcing and cultivating conscious consumerism, making purity the brand’s core.
What inspired you to start Soulflower, and how did the journey begin?
Natasha Tuli: We started Soulflower with a simple belief – to be a voice for what cannot speak including our hair, skin, nature, and animals.
My background in design and a deep interest in herbs and aromatherapy led me to begin making handmade oils and soaps in small batches, often on weekends or in whatever time I could find during busy weekdays.
Those early experiments were shaped by my childhood. My mother and nani relied on simple, natural home remedies for everyday skin and hair care, and that instinctive, gentle approach to self-care became the foundation of Soulflower.
As more people connected with how real ingredients felt and performed, the brand grew. This eventually evolved into our Farm to Face philosophy, sourcing directly from farms and keeping formulations clean and preservative free.
Founded in the early 2000s, Soulflower has since grown into a full range of skin and hair products while staying true to those roots.
What challenges did you face as a D2C brand entering the competitive skincare market in India?
Natasha Tuli: Breaking into India’s crowded beauty market meant proving that “natural” could also be effective and consistent. Early on we had to educate customers about preservative-free formulations and why some products might feel different from mass-market options. Distribution and visibility were other hurdles.
We started primarily offline and had to pivot as consumer shopping moved online, learning to scale production, ensure product stability without preservatives, and build trust directly with customers. Balancing transparency, quality, and growth was a steady challenge.
How important is the focus on preservative-free and cruelty-free products for your brand and customers?
Natasha Tuli: It is not right, it is not left; these ethos are right at the centre of our operations. Being preservative-free and cruelty-free is part of our brand’s promise.
Customers who choose Soulflower are often looking for honest formulations and ethical practices. That commitment shapes everything from sourcing to production and packaging.
We are PETA certified and emphasize people-tested products rather than animal testing, and we highlight the Farm to Face sourcing to show where ingredients come from. That clarity builds trust and attracts consumers who value both efficacy and ethics.
How do you stay ahead of trends and consumer preferences in the fast-evolving beauty and personal care sector?
Natasha Tuli: We stay closely connected to our customers and our supply chain. Direct feedback through D2C channels helps us identify emerging needs quickly and respond with purpose.
Our Rosemary Hair Growth range is a strong example, offering clinically proven results with formulations free from mineral oil, paraffin, preservatives, IPM, and fillers.
Our Farm to Face approach and direct relationships with growers allow us to experiment with new botanicals and develop small batches without long delays.
We also track credible industry research and conversations around clean beauty, sustainability, and efficacy to ensure our launches are relevant and backed by real results.
How has the D2C model transformed your relationship with your customers?
Natasha Tuli: The D2C model brought us closer to our customers by removing intermediaries and enabling direct, honest conversations. It allows us to gather real-time feedback, improve products faster, and clearly communicate our values, from clean formulations to cruelty-free practices.
Quick commerce platforms like Zepto, Blinkit, and Instamart have further strengthened this connection. Faster delivery has made our products more accessible, even in remote parts of the country, boosting trial, trust, and overall reach.
What impact do you hope Soulflower will have on the Indian skincare industry in the next five years?
Natasha Tuli: We aim to make clean, preservative-free formulations more mainstream and raise standards around transparency and ethical practices.
This includes clearer ingredient disclosure, wider access to cruelty-free products, and stronger farmer-to-brand partnerships.
With rising incomes and higher per capita spending, consumers are becoming more mindful of what they apply on their skin and hair.
This growing awareness around safety, quality, and long-term impact is encouraging, and we hope to help shape a cleaner, more responsible industry.
What advice would you give aspiring entrepreneurs looking to build their own ethical consumer brands?
Natasha Tuli: Be clear about your values and ensure your product genuinely reflects them. Listen to customers early, be prepared to educate the market, and never compromise on quality. Ethical brands can scale when transparency, trust, and product integrity remain non-negotiable.
Natasha Tuli’s unwavering dedication to transparency and ethical sourcing defines Soulflower’s success. Her ‘Farm to Face’ philosophy has not only set a new standard for clean beauty but has also inspired a greener, more mindful industry.
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