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Published on: June 5, 2021, 11:56 a.m.
Soulflower goes from farm to face
  • Sarda and Tuli: early adopters of the internet; Photo: Sanjay Borade

By Lancelot Joseph. Executive Editor, Business India

“Soulflower focusses on the consumer of today, the tinder generation, millennials and Gen Z – consumers who live in the moment and are discerning,” explains Amit Sarda, MD, Soulflower. “These consumers are environmentally conscious, interested in businesses and have a strong sense of ethics and a compelling story to tell.” Adds Natasha Tuli, co-founder, Soulflower: “Our brand understands that our customers are looking for instant solutions and have no patience for trials. The brand understands this need and delivers through its efficacy-driven products.”

Interestingly, the two founders met on an online messenger service called ICQ in 1998 – their manner of meeting is testimony to their exploration and acceptance of the digital space. Both Tuli and Sarda have been early adopters of the internet. 

A ‘digital first’ company and early adopter of e-commerce, Soulflower retails through its experiential captive e-commerce site www.soulflower.biz and other leading e-tailing sites. Soulflower also enjoys an international presence in the US, the UK, Singapore, the UAE and Saudi Arabia. Soulflower has been awarded the Best Brand Award by Shoppers Stop, the prestigious ABBY awards and has been recognised as the Most Promising Brand for 2018 by The Economic Times. It is also one of the top 10 finalists of the Amazon Global Selling (ASG) Propel Accelerator Program.

Founded in 2001, Soulflower was born from the founders’ love and respect for nature and an intention to make customers happy by providing them with solutions to their personal care concerns. “Tapping into the benefits of nature in beauty offerings, the brand introduced customers to the premise of self-care and indulgence through its ‘spa-at-home’ experience and the benefits of aromatherapy,” says Tuli. 

Age-old remedies

Soulflower is India’s first preservative-free brand and has offered cruelty-free skin and haircare solutions for over 20 years. Pioneers of natural beauty in India, its products are deeply rooted in tradition, drawing on the ancient science of Ayurveda and age-old remedies passed down the generations, to provide sustainable, potent formulations using fresh and pure hand-selected ingredients. 

“Since inception, Soulflower has revolutionised the concept of aromatic natural skin and hair care in organised retail through its traditional concern-driven offerings,” says Sarda. “It has since reinvented itself as the go to DIY (do it yourself) brand with a thriving community of DIYers.” With its farm-to-face philosophy and product portfolio, it covers all aspects of wellness routines for the hair and skin.

“Today, each Soulflower product embodies the brand values of love, compassion and gratitude. Through its products, the brand aims to teach customers to show compassion towards themselves by indulging in self-care through its curated personal care offerings,” points out Tuli.

Soulflower is self-funded and has a two-decade-long presence in the beauty industry. The company’s portfolio of over 300 efficacy-driven product SKUs has a presence in over 500 retail stores and pharmacies internationally. A design-thinking and data-driven company motivated by designing solutions through their products, Soulflower’s product catalogue includes a wide range of all-natural skin and hair care solutions, such as hair oils, serums, masks, soaps, bath salts, roll-ons, and aroma diffusers, among others. The company also develops and provides signature aromas for businesses and counts Mercedes-Benz, Naturals and Uber, among others, as clients. 

Soulflower plans to raise funds to the tune of $10 million and has plans to expand. “The brand is focussed on Indians and other Asians living globally,” explains Sarda. “Soulflower plans to enter the Japanese market now, having already made moves to do so – the brand expects to get Japanese FDA approval soon. The decision to expand to Japan is motivated by the country’s noted preference for 100 per cent pure and natural products, its population, and the role that e-commerce and the digital space plays in the country, with an internet penetration of 93.5 per cent. Through its expansion plans for Canada, the brand intends to target the NRI population in the country and build on the presence and popularity it enjoys in America.” 

“Soulflower is raising funds to support its marketing efforts, brand communication, additional capacity building and extension of product portfolio,” adds Tuli, while talking about the exciting new product launches in the pipeline. “Social media channels like Instagram, Facebook and YouTube will be the key focus areas to work towards amplifying the brand’s presence.”

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