Natasha Tuli

Natasha Tuli is the CEO, Chief Formulator, and Founder of Soulflower, a clean beauty brand based in India. She has over 20 years of experience in the beauty and personal care industry, specializing in formulation, production, marketing, and customer experience.2

Career and Company Background

Natasha Tuli co-founded Soulflower in 2001 with Amit Sarda, starting with a range of essential oils.1 The company initially operated out of Bangkok before moving production to India for sustainability reasons. Soulflower has since expanded its product line to include various natural skincare and haircare products, with a focus on preservative-free formulations.1

Achievements and Recognition

• Soulflower's healthy hair oil is a top seller on Amazon, surpassing established brands.1
• The company has been recognized as one of the 10 most reliable organic brands in India.2
• Natasha Tuli is a brain hemorrhage survivor and has been featured in a book titled "Unstoppable- Inspiring Stories of heroes who beat all odds to run marathons".2

Business Philosophy and Approach

Natasha Tuli's approach to business is characterized by:

1. Focus on natural ingredients: She emphasizes creating products that are both natural and effective, filling a gap in the market between Ayurvedic and chemical-laden commercial products.1

2. Innovation and experimentation: Tuli formulates products by extensive reading and experimentation, leading to unique offerings like their sandalwood soap clinically proven to reduce melasma.1

3. Sustainability and social responsibility: Soulflower operates a farm in Rajasthan that employs local tribals and women, promoting sustainability and quality.1

4. Customer-centric approach: Tuli advises focusing on understanding customers and their needs rather than competitors.1

Education and Professional Development

• Bachelor of Architecture Degree from Sir J.J School of Arts
• Completed the 10000 Women Goldman Sachs Scholarship Management Program
• Supply chain management Specialization from ISB Hyderabad
• Participated in the Cherie Blair Women program2

Natasha Tuli's leadership has helped establish Soulflower as a prominent player in the natural beauty market, with a strong emphasis on quality, sustainability, and addressing specific customer concerns.