SoulTree
SoulTree, operated by Vedicare Ayurveda Private Limited, is an Indian direct-to-consumer Ayurvedic beauty brand selling BDIH and COSMOS-certified natural skincare, color cosmetics, hair care, and body care products to health-conscious Indian and international consumers via e-commerce, retail stores, and corporate gifting.
- Company typePrivate
- Founded2006
- HeadquartersGurugram, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SoulTree does
SoulTree, marketed by Vedicare Ayurveda Private Limited, is an Indian direct-to-consumer beauty and personal care brand founded in 2006 and headquartered in New Delhi with manufacturing in Greater Noida. The company positions itself as the only Indian brand holding European-certified natural personal care credentials (BDIH Germany, COSMOS Natural, COSMOS Organic), with additional GMP, ISO, LEED Platinum, and Halal certifications. Its product portfolio spans skincare (the Saptarasayana adaptogenic anti-aging range, Advanced Kumkumadi range with Mogra Saffron, Hemp collection, mineral sunscreen), color cosmetics (11-shade Ayurvedic Kajal using a 3,000-year-old organic ghee recipe, 15-shade lipstick), body care, hair care, and a recently launched line of Ayurvedic body mists.
The company's underlying technology rests on proprietary Ayurvedic formulations derived from 6,000-year-old textual traditions, including the proprietary Saptarasayana seven-adaptogen blend and BDIH-certified natural ingredient sourcing. Operations are anchored in a LEED Platinum manufacturing facility in Greater Noida, with the brand narrative drawing on Himalayan Uttarakhand heritage and the "triple seal of Truth" (Ayurvedic, Organic, Ethical).
The business model is predominantly direct-to-consumer e-commerce via soultree.in, priced at Rs. 1,095–Rs. 9,900 per SKU with one-time purchase billing (no subscription model), supplemented by physical retail stores offering signature services (Ayurvedic facials, Kansa Massager treatments), a corporate gifting B2B program, international shipping, and the SOULCIRCLE loyalty program. Marketing relies on organic social (Instagram, Facebook, YouTube, LinkedIn), a content blog, email, customer testimonials, and referral mechanics. The company is privately held with no disclosed external funding, serves primarily Indian health-conscious consumers seeking chemical-free beauty products, and operates with a 11–50 employee headcount.
SoulTree firmographics
Firmographics- Name
- SoulTree
- Legal name
- Vedicare Ayurveda Private Limited
- Website
- https://soultree.in
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SoulTree, operated by Vedicare Ayurveda Private Limited, is an Indian direct-to-consumer Ayurvedic beauty brand selling BDIH and COSMOS-certified natural skincare, color cosmetics, hair care, and body care products to health-conscious Indian and international consumers via e-commerce, retail stores, and corporate gifting.
- Ownership category
- akta.pro rank
SoulTree industry classification
Industry- Product category
- Ayurvedic Natural Personal Care and Beauty
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where SoulTree is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
SoulTree business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Product Sales: One-time purchase model for direct-to-consumer sales through their website soultree.in. Products include kajals, lipsticks, skin care, hair care, body care, and gift sets. No subscription model mentioned; purchases are individual transactions with prices ranging from Rs. 1,095 to Rs. 9,900 per product.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including Kajals |
| Unit Pricing | Pay-as-you-go | Lipstick and Makeup Products |
| Unit Pricing | Pay-as-you-go | Premium Skincare - Saptarasayana Range |
| Unit Pricing | Pay-as-you-go | Advanced Kumkumadi Skincare Range |
| Unit Pricing | Pay-as-you-go | Specialized Products - Sunscreen and Body Care |
| Other | Pay-as-you-go | Shipping and Delivery |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
SoulTree product offering
Product offeringCore offering
SoulTree manufactures and sells certified-natural Ayurvedic personal care and beauty products — including skincare (Saptarasayana adaptogenic range, Advanced Kumkumadi saffron range), makeup (Ayurvedic Kajal in 11 shades, Lipsticks in 15 shades), hair care (Hemp Collection), body care, and a mineral SPF 50 sunscreen — through its own D2C e-commerce site, physical stores, and corporate gifting channel. Products are formulated from 6,000-year-old Ayurvedic texts and carry BDIH Germany, COSMOS Natural, and COSMOS Organic certifications, making SoulTree the only Indian brand with European-certified natural personal care.
Product overview
SoulTree is an Indian organic Ayurvedic beauty brand offering certified natural personal care products across skin care, hair care, bath care, makeup, and body care categories. The product portfolio centers on three flagship ranges: (1) Saptarasayana – India's first Ayurvedic adaptogenic skin longevity ritual featuring Black Turmeric and seven adaptogens for anti-aging benefits; (2) the Advanced Kumkumadi line with Mogra Saffron-based day cream, night cream, facial gel, and body butter for radiant, even-toned skin; and (3) the Hemp Collection for barrier-strengthening nourishment. Core offerings include Ayurvedic Kajal (11 shades) and Lipsticks (15 shades), both certified natural by BDIH/COSMOS standards with organic ghee formulations. Supporting products include the Anshumali Elixir SPF 50 sunscreen (mineral-based), Ayurvedic body mists, body care gift boxes, and the SOULCIRCLE loyalty program. All products are rooted in 6,000-year-old Ayurvedic wisdom with European certifications (BDIH Germany, COSMOS Natural/Organic).
Differentiator
Problem solved
Functional benefit
Brands
- Saptarasayana: India's first Ayurvedic adaptogenic skin longevity ritual — a premium product line featuring firming beauty oil and complementary skincare products.
- Advanced Kumkumadi
Products and services
- Saptarasayana Ayurvedic Adaptogenic Skin Longevity Ritual A flagship anti-aging skincare ritual and product range built on seven Ayurvedic adaptogens, designed for consumers seeking natural firming, lifting, elasticity restoration, and long-term skin longevity benefits.
- Advanced Kumkumadi Skincare Range A premium Ayurvedic skincare line centered on Organic Mogra Saffron for radiance, even skin tone, and anti-aging benefits, including day cream, night cream, facial gel, body butter, and facial exfoliator.
- SoulTree Hemp Collection A hair and skincare collection infused with hemp seed oil, targeting nourishment, youth preservation, and skin barrier strengthening.
- Ayurvedic Kajal A traditional Ayurvedic kajal product line made using a 3,000-year-old process with organic ghee, camphor, almond oil, and natural pigments, available in 11 shades and certified natural by BDIH Germany.
- Ayurvedic Lipstick A natural lipstick range enriched with Organic Ghee and Almond Oil, free from carmine and lead, available in 15 shades.
- SoulTree Saptarasayana Firming Beauty Oil A premium weightless facial oil within the Saptarasayana range using seven Ayurvedic adaptogens led by Black Turmeric, marketed for firmness, reduced sagging, nourishment, and antioxidant protection.
- Anshumali Elixir Ayurvedic Sunscreen SPF 50 PA+++ A certified natural Ayurvedic mineral sunscreen with SPF 50 and PA+++ rating built on Yashad Bhasma (Zinc Oxide) with Ashwagandha and Aloe Vera, packaged in sustainable aluminum.
- SoulTree Body Care Boxes and Gift Sets Curated gift sets, ritual boxes, gifting hampers, and seasonal body care bundles for personal and corporate gifting, complemented by in-store signature Ayurvedic services.
- Ayurvedic Body Mists A range of Ayurvedic body mists in five variants (Kasturi Rendezvous, Ananta Whisper, Rasa Allure, Amara Breeze, Citrus Chakra) formulated with natural ingredients for fragrance and skin benefits.
- SoulTree Signature In-Store Services A suite of in-store Ayurvedic beauty services — Ananda face massage with Kansa Massager, Amrita hand massage, Alankrita makeup application, and Anahita quick makeup — delivered at SoulTree retail locations.
Quantifiable outcome
- Products certified 100% natural with 99.14-99.19% natural origin ingredients in key formulations
- +1 more outcomes
Companies that use SoulTree
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
SoulTree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SoulTree partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
SoulTree competitors and assessment
Company assessmentDirect peers
- Forest Essentials: Indian luxury Ayurvedic beauty brand with extensive skincare, body care, and haircare portfolio; direct peer in the premium natural Ayurvedic segment, with greater scale and Estee Lauder backing but overlapping customer base and product positioning.
- Kama Ayurveda: Pure-play Ayurvedic beauty and wellness brand offering skincare, haircare, and body care; closely comparable in target segment (premium natural), category mix, and D2C plus offline retail model, with broader heritage portfolio.
- Biotique: Indian Ayurvedic and botanical personal care brand with mass-market pricing across skincare, hair, and body; comparable in ingredient philosophy (herbal/Ayurvedic) but targets a more accessible price tier than SoulTree.
- Mamaearth: One of India's largest natural beauty D2C brands (Honasa Consumer, public) covering skincare, haircare, baby care, and color cosmetics; comparable in clean/natural positioning and DTC distribution but operates at significantly larger scale with PE backing.
- Juicy Chemistry: Indian certified-organic skincare brand emphasizing ECOCERT/COSMOS compliance; comparable in clean-beauty certification positioning and D2C model, though with smaller portfolio and stronger focus on skincare serums/oils.
- WOW Skin Science: India-based natural beauty brand with extensive personal care portfolio (skincare, haircare, body care, wellness); comparable in natural ingredient positioning and D2C distribution but at more accessible price points and larger scale.
- Plum (Plum People): Indian vegan and cruelty-free beauty brand covering skincare, haircare, and body care; comparable in clean-beauty positioning, mid-premium pricing, and D2C-plus-offline retail mix targeting young urban consumers.
Broad incumbents
- The Body Shop: Global natural and ethical beauty retailer/brand (Natura &Co owned); comparable in ethical, natural ingredient philosophy and physical retail presence but operates at much larger scale with broader portfolio across skincare, body, and haircare.
- Dr. Hauschka: German natural and organic skincare brand with BDIH/NATRUE certifications and Ayurvedic-influenced formulations; comparable in certified-natural positioning, premium pricing, and brand storytelling rooted in natural rhythms.
- Weleda: Global natural cosmetics brand with NATRUE certification and a century-old heritage; comparable in natural/anthroposophic formulation philosophy and premium positioning, with broader international distribution than SoulTree.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SoulTree social profiles
Digital presenceSoulTree compliance and trust
Trust signalCompliance6 records
SoulTree financial estimates
Financial estimateRevenue estimate
Valuation estimate
SoulTree leadership team
Management profileNumber of profiles
Profiles1 record
SoulTree funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SoulTree M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SoulTree
What does SoulTree do?
SoulTree manufactures and sells certified-natural Ayurvedic personal care and beauty products — including skincare (Saptarasayana adaptogenic range, Advanced Kumkumadi saffron range), makeup (Ayurvedic Kajal in 11 shades, Lipsticks in 15 shades), hair care (Hemp Collection), body care, and a mineral SPF 50 sunscreen — through its own D2C e-commerce site, physical stores, and corporate gifting channel. Products are formulated from 6,000-year-old Ayurvedic texts and carry BDIH Germany, COSMOS Natural, and COSMOS Organic certifications, making SoulTree the only Indian brand with European-certified natural personal care.
Is SoulTree a public or private company?
SoulTree is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SoulTree founded?
SoulTree was founded in 2006. It employs 11 to 50 people.
Where is SoulTree based?
SoulTree is headquartered in Gurugram, India, in the Asia region.
How does SoulTree make money?
One revenue line is on record: direct E-commerce Product Sales.
Who are SoulTree's main competitors?
Direct peers on record are Forest Essentials, Kama Ayurveda, Biotique, Mamaearth, Juicy Chemistry, WOW Skin Science and Plum (Plum People). Broad incumbents are The Body Shop, Dr. Hauschka and Weleda.
Does SoulTree have an API?
No public API is recorded for SoulTree.
What industry is SoulTree in?
SoulTree's product category is Ayurvedic Natural Personal Care and Beauty. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456120 and its SIC code is 2844.