Wipro Consumer Care – Ventures has announced that it has signed an agreement to invest in Soulflower, a Mumbai-based D2C brand in the clean beauty space.
Soulflower was founded by Natasha Tuli, a woman entrepreneur focused on transforming the natural personal care category of face, body & hair care products. The brand has unique formulations developed through robust R&D and sustainable manufacturing.
The brand specializes in high efficacy, preservative-free, cruelty-free, aromatherapy, natural (ECO-CERT & ESG certified) face, skin, and hair care products. It caters to the increasing demand for high efficacy Farm2Face personal care solutions in domestic & international markets.
With this investment, Soulflower will focus on investing in increasing brand transparency for consumers by adopting technology in Seed-to-Skin, sustainable manufacturing, and pure ingredient sourcing from The Soulflower Farm.
According to a statement, Soulflower is known by the values of Happiness, Compassion, Love, and Gratitude, a pioneer to go beyond cruelty-free towards taking care of animals and nature at large, with a mission of offering consumers uncompromising quality and transparency of effective natural skin and hair care products.
“Our investment in Soulflower is part of our strategy to support innovative D2C Clean Beauty Brands. We want to back authentic brands that address the unique requirements of consumers. Natasha has built her business on the principles of transparency & innovation. The brand has served over 1 Mn customers to date. This is the 5th investment of our fund, the earlier ones being MyGlamm, Ustraa, LetsShave, and Onelife nutraceuticals,” said Sumit Keshan, Managing Partner, Wipro Consumer Care – Ventures.
Speaking on the development, Natasha Tuli, Founder & CEO, Soulflower, said:
“The investment will enable Soulflower to further strengthen its position as a Pioneer in the Clean Beauty Cruelty-Free segment. We are excited to be supported by Wipro Consumer Care. It helps us in our journey towards the rapid expansion of our e-commerce footprint. Making natural solutions for Face, Skin & Hair accessible to everyone is our motto.”
At present, the brand has 200+ active SKUs positioned as mass premium across ecommerce channels. Soulflower, an Amazon Propeller Company, has already launched in international markets like the US, UK, UAE, Singapore, and Japan, witnessing robust growth and interest within this new global customer base.
Maple Capital Advisors acted as the sole & exclusive financial advisor to Soulflower for this fundraise, it said.