Thulisa Naturals
About the Company
Thulisa Naturals is a natural bath and body products company founded by Anusha Moodley. The company's flagship products are aromatherapy shower steamers, designed to provide a spa-like experience in the shower. These products release soothing aromas, offering a moment of relaxation and self-care. Thulisa Naturals has expanded its product line to include seasonal scents and a men’s collection, with a focus on supporting mental and physical well-being.
Anusha started her business with a modest $5,000 investment, and the company has since grown to generate over $29,000 in monthly revenue. She emphasizes that the company is self-funded and has steadily grown through organic marketing and word of mouth. Thulisa Naturals’ products are available in retail stores and online, and the company is planning further expansion in the coming years.
Idea Behind Company
The idea for Thulisa Naturals was born from Anusha’s personal experience with postpartum depression. As a mother of two and a healthcare professional, she realized the importance of self-care for both mental and physical well-being. Her daily shower was a cherished time for relaxation, and she sought to enhance that experience using essential oils. She began experimenting with formulations that not only nourished her skin but also helped her feel more centered and uplifted.
Anusha’s passion for essential oils grew, and she soon discovered their potential to create luxurious, all-natural products. This journey led her to develop Thulisa Naturals, with a mission to share these benefits with others. The brand’s name, "Thulisa," means "bringer of peace" in Zulu, reflecting the company’s goal of promoting peace and well-being through self-care rituals.
Creating the Company
In 2017, Anusha officially launched Thulisa Naturals by attending local markets to sell her products. She quickly learned that while people loved natural ingredients, many potential customers didn’t take baths and wanted something for the shower. This led her to focus on developing shower steamers, which became the company’s best-selling product. The steamers were a hit at markets and boutiques, selling out so quickly that she struggled to keep up with demand.
Anusha took various aromatherapy courses and earned a diploma in natural body care product formulation to ensure that her products were safe and high-quality. She experimented with about 40 different batches before finalizing her shower steamer formula. The success of these steamers at markets confirmed the demand, and she continued to refine her products and packaging to attract more customers.
Launching the Business
Anusha’s initial goal was to get her products into boutique stores to build credibility. She reached out to local stores via email and invested in professional product photography. With a limited marketing budget, she relied on social media, particularly Instagram and Pinterest, to gain exposure. Her efforts paid off, and her products were soon featured in three local stores, which helped grow the business through word of mouth.
She focused on organic growth, including participating in local trade shows and consistently pitching her products to more stores. As her business grew, she expanded her wholesale presence, eventually getting her products into 123 retail stores across the U.S. Today, Thulisa Naturals is sold in well-known retailers like Macy’s and Paper Source.
Earnings
Thulisa Naturals is currently profitable, generating $348,000 in annual revenue, with 90% of sales coming from wholesale accounts. The company has grown steadily, and Anusha has reinvested profits into the business by moving into a larger production facility and purchasing new equipment. She has also hired two employees to help meet demand and is planning to expand her product line to include skincare and a men’s collection.
Looking to the future, Anusha expects the company to continue growing as it scales its production and introduces new products. Despite challenges, like supply chain issues during the pandemic, her resilience and dedication have positioned Thulisa Naturals for ongoing success.
