Soulflower CEO Natasha Tuli on Building Brand Loyalty Through Transparency

Standing before an audience at TechSparks 2026 in Bengaluru, Natasha Tuli, founder and CEO of Soulflower, recounted the moment she decided to film her company’s soap production process. While industry peers warned that exposing her manufacturing methods would compromise trade secrets, Tuli moved forward. She believed that showing customers how products are made builds essential brand confidence.

Prioritizing Customer Trust Over Marketing

Tuli argued that while advertising and discounts capture initial attention, they do not guarantee repeat business. A first purchase confirms marketing effectiveness, but a repeat customer proves a product has delivered on its promise. She noted that many brands focus on copying competitors rather than developing distinct products. By sticking to unique innovations, Tuli stated, brands can foster long-term belief among consumers.

To illustrate her point, Tuli cited the success of rosemary oil. After the COVID-19 pandemic, Soulflower increased sales by educating customers on the product’s uses. Google Trends data showed that searches for rosemary grew nearly sevenfold between 2021 and 2026.

Analyzing Customer Needs

The company also uses data to refine its offerings. By photographing customer shopping carts, Tuli’s team tracks purchasing patterns to understand consumer preferences. This research led to the development of a non-oily rosemary hair serum, designed specifically for customers who preferred alternatives to traditional oils. Tuli said the decision required two years of internal debate with her co-founder, but she prioritized customer feedback over internal reluctance.

Ultimately, Tuli emphasized that brands must define whom they are selling to and what specific promise they are making. She suggested that transparency about the people and processes behind a product gives consumers a necessary look into the company’s core values.