Soulflower, India’s pioneering farm-to-face beauty brand known for its natural and science-backed formulations, has solidified its position as a dominant player in the hair care segment. According to the latest Nielsen IQ data for the second half of 2024, the brand has recorded an extraordinary year-on-year (YoY) surge of 141 percent in hair oil volume growth, 240 percent in value growth, and 99 percent in price growth, outpacing traditional legacy brands. Soulflower now ranks among the top three hair oil brands, contributing to 43 percent of the category’s growth, driven by the rising popularity of digitally native challenger brands.
“The report highlights a clear shift in consumer preference towards performance-driven, clean beauty products and Soulflower’s superior customer trust and product efficacy. Our growth is a testament to the trust consumers place in clean, transparent, and clinically validated beauty solutions. Soulflower is bridging the gap between nature and science, offering clinically tested products that deliver real results. We invest in developing innovative, natural formulations backed by independent clinical studies and are committed to sustainability, ensuring ethical sourcing and eco-conscious packaging. Our farm-to-face philosophy has resonated with discerning shoppers, especially in metros, and we’re poised to expand this success nationwide,” shared Natasha Tuli, Co-Founder & CEO, Soulflower.
Soulflower’s farm-to-face philosophy which prioritizes ethical sourcing, sustainability, and eco-conscious packaging—has particularly resonated with urban consumers in metro cities. The brand’s commitment to innovation, clinical validation, and transparency has made it a preferred choice among conscious beauty enthusiasts.
Additionally, with an Average Selling Price (ASP) of Rs. 225 per 100ml, Soulflower has successfully established itself as a premium and highly effective hair care brand. Its products appeal to consumers who seek clean, cruelty-free, and high-efficacy solutions.
“As consumer demand shifts towards clean, cruelty-free, and high-efficacy products, Soulflower continues to lead the way and has become India’s New Tel (oil) especially, for Gen-Z and Gen-Alpha. We are also the fastest-growing brand in the category, leading digital-driven sales growth. We are thrilled to see our efforts being recognized and look forward to continuing our journey of revolutionizing the beauty landscape. Our growth is driven by our core values of happiness, love, gratitude, and compassion,” concluded Tuli.
Beyond its success in India, Soulflower is the world’s largest seller of Rosemary Essential Oil and a trailblazer in the organic farm-to-face movement. Their Hair Growth Oils including Rosemary are now the No.1 choice of GENZ & GEN-Alpha. Thus becoming, India’s Naya Tel For Hair Growth. With over 15 million products sold, the brand enjoys a strong global presence across India, KSA, UAE, USA, Japan, Singapore, Australia, and the UK.
About Soulflower
Soulflower, leading clean beauty brand in India, focused on effective beauty solutions. The brand is ECOCERT Cosmos Organic Certified, FDA-Approved, PETA-Certified, and ESG Compliant.
With India’s highest number of clinical studies and in vivo tests, Soulflower ensures transparency and trust in every product. Offering high-quality, ethical, and sustainable beauty solutions, built on integrity and reliability.
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