SoulFlower

What SoulFlower does

Soulflower (legal entity: Soulflower Pvt Ltd) is an Indian Direct-to-Consumer clean beauty brand headquartered in Mumbai, operating primarily through its owned e-commerce platform soulflower.in. The company develops and sells plant-powered hair care, skin care, carrier oils, and aromatherapy products, organized around a core franchise of rosemary-based hair growth formulations — including the proprietary trademarked Rosmagain™ and Tetragain™ formulas — supported by peer-reviewed clinical efficacy data (Cureus journal, June 2025) showing statistically significant hair regrowth outcomes. The product portfolio spans hero SKUs such as Rosemary Essential Oil and Rosemary Hair Spray (each reportedly selling 1–2 bottles per minute), through bundle regimens (2X to 5X Rosemary Routines), into adjacent categories including Kumkumadi facial oils, PDRN-based cleansers, Niacinamide soaps, and aromatherapy home fragrances.

The business is a self-serve, product-led D2C model with a one-time purchase architecture and bundle-driven AOV expansion (volume discounts of 15–40%). Pricing is positioned in the accessible premium tier (₹250–₹1,800 per SKU). Distribution is exclusively online via soulflower.in, with no disclosed third-party marketplace or physical retail presence; operating geographies are restricted to India, though a December 2021 investment from Wipro Consumer Care-Ventures included stated ambitions for international market expansion. The company self-reports a cumulative customer base of 50+ lakh (5 million+) and has been recognized in Vogue, Cosmopolitan, and Femina, and holds FDA-approved manufacturing, ESG, and cruelty-free certifications.

Soulflower is privately held with no disclosed institutional investors beyond the Wipro Consumer Care-Ventures minority investment, no public listing, and no subsidiaries. It is led by co-founder and Managing Director Amit Sarda and co-founder and CEO Natasha Tuli. Headcount is 101–250 employees. Revenue, GMV, and the size of the Wipro investment are not publicly disclosed.

Name

SoulFlower

Legal name

Soulflower Pvt Ltd

Website

https://soulflower.biz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Soulflower is an Indian D2C clean beauty brand selling plant-powered hair care, skin care, and aromatherapy products — led by clinically validated, trademarked rosemary-based formulations (Rosmagain™, Tetragain™) — to over 5 million self-reported individual consumers via its owned soulflower.in platform.

Ownership category

akta.pro rank

Product category

Personal Care & Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Conditioners & Hair Masks (CRABABAB), Shampoo & Scalp Cleansers (CRABABAA), Natural & Clean Fragrance (CRABADAG)

Keywords

• Clean beauty products
• Hair care oils
• Natural skin care
• Aromatherapy essentials
• Rosemary hair treatment

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. D2C E-commerce Product Sales: Direct-to-consumer sales of clean beauty products including hair oils, essential oils, serums, soaps, shampoos, and aromatherapy products through their e-commerce platform. Revenue is generated through one-time product purchases with various bundle options and subscription-like repeat purchase potential.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

SoulFlower is an Indian Direct-to-Consumer clean beauty brand that manufactures and sells a portfolio of hair care products (rosemary oils, serums, shampoos, hair masks, regimen kits), skin care items (Kumkumadi oils, cleansers, soaps, face washes), carrier oils (olive, argan, castor, bhringraj), and aromatherapy products (essential oils, bath salts, reed diffusers, attar perfumes) through its own e-commerce platform. The company positions itself as India's first 100% transparent brand, with proprietary formulations such as Rosmagain™ backed by published clinical trial data demonstrating statistically significant hair regrowth results.

Product overview

SoulFlower is an Indian D2C clean beauty brand offering a comprehensive portfolio of hair care, skin care, carrier oils, and aromatherapy products. The company markets itself as India's 1st 100% Transparent Brand with a focus on clean, ingredient-led formulations backed by science and clinical testing. The core product lines include: (1) Hair Growth line centered on Rosemary-based formulations (Rosemary Essential Oil, Hair Oils, Serums, Shampoos, Sprays, and bundled Regimen Kits ranging from 2X to 5X routines); (2) Skin Care products including Kumkumadi facial oils, cleansers, soaps, and face washes with active ingredients like Niacinamide, Kojic Acid, PDRN, and Vitamin C; (3) Carrier Oils such as Olive, Argan, Jojoba, Rosehip, Castor, Bhringraj, and Tea Tree oils; and (4) Aromatherapy/Home Fragrance products including bath salts, body perfumes (Attar), reed diffusers, candles, incense sticks, and aroma oils. The brand emphasizes clinically proven results, plant-powered ingredients, and sustainable manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Rosmagain™: Clinically validated rosemary-based hair regrowth formulation marketed by Soulflower Pvt Ltd

Products and services

• Rosemary Essential Oil

Quantifiable outcome

• 57.73% increase in hair growth rate (rosemary-castor oil formulation)
• +9 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mamaearth (Honasa Consumer): India's largest D2C clean beauty brand (parent: Honasa Consumer, publicly listed). Direct overlap with Soulflower's clean beauty positioning, hair care and skincare portfolio, and D2C-led go-to-market. Mamaearth is the scale benchmark Soulflower is competing against in the same category and channels.
• WOW Skin Science: Indian D2C beauty brand with strong overlap in apple cider vinegar shampoos, hair oils, and skincare. Competes head-on with Soulflower in the natural-ingredient, sulfate-free haircare segment and uses similar e-commerce-first distribution.
• Plum: Vegan, cruelty-free Indian D2C beauty brand with comparable product breadth across hair care, skin care, and body care. Closely comparable GTM (D2C-led, clean beauty positioning) and target consumer (ingredient-conscious millennials/Gen Z in India).
• mCaffeine: Indian D2C caffeinated personal care brand spanning hair, skin, and body. Comparable D2C-only model, similar price points (₹300-₹1,200), and overlapping millennial/Gen Z target demographic.
• Kama Ayurveda: Premium Ayurvedic beauty brand overlapping with Soulflower's Kumkumadi/oil-based skincare and herbal haircare. Comparable ingredient philosophy (botanical/traditional Indian herbs) though positioned at a higher price tier with selective offline retail.
• Forest Essentials: Luxury Ayurvedic beauty brand (owned by Estée Lauder). Directly comparable in ingredient-led hair oils, face oils (Kumkumadi-type), and natural luxury positioning. Operates at a higher price tier but addresses overlapping consumer occasions.
• Minimalist: Indian D2C clinical-active skincare brand. Comparable ingredient-led, science-backed positioning with focus on actives (Niacinamide, Retinol). Soulflower's PDRN cleanser and Niacinamide soap overlap with Minimalist's hero ingredients category.

Emerging players

• Juicy Chemistry: India-based organic, certified-clean beauty brand. Comparable in clean/plant-based formulation philosophy and D2C-first distribution, though with a stronger organic-certification angle and smaller scale than Soulflower.
• Briogeo: US-based clean hair care brand with strong focus on natural ingredient efficacy and clinical-style claims (similar to Soulflower's Rosmagain™ positioning). Comparable in 'natural-meets-clinical' haircare narrative, though operating in a different geography.

Broad incumbents

• The Body Shop: Global incumbent in ethical/clean beauty (under L'Oréal-owned Natura). Comparable in clean-beauty positioning, broad haircare/skincare/bodycare portfolio, and cruelty-free/vegan messaging. Serves overlapping consumer needs but at much larger scale with extensive offline retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/besoulflower
• Facebookfacebook.com/besoulflowerindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SoulFlower