Auli Lifestyle

 Auli Lifestyle: The Success Story and Growth of a Skincare Brand

In the ever-evolving landscape of the beauty industry, where new products and brands are introduced daily, standing out and achieving success is no small feat. Yet, Auli Lifestyle, a skincare brand, managed not only to capture the attention of beauty enthusiasts but also to experience remarkable growth during challenging times. This is their inspiring success story.

AULI Lifestyle: A Case Study in Skincare Success

AULI Lifestyle is an organic skincare brand that harnesses the power of natural ingredients, ancient Ayurvedic traditions, and modern scientific advancements to create skincare products with exceptional benefits.

Founders: Aishwarya Biswas and Ardhendu Biswas

Established: June 2017

Location: Headquarters in Kolkata, West Bengal, India

About the Founder: 

Aishwarya, a well-known personality in the beauty and fashion industry, proudly holds the title of the 2001 Lakme Sananda Tilottama winner. Her educational journey took her to the United States, where she pursued a double major and earned a prestigious postgraduate MBA from a globally renowned business school. She also had the privilege of studying at the esteemed London School of Economics.

Auli Lifestyle: Where Nature, Ayurveda, and Science Unite

Auli Lifestyle is a brand that harmonizes the forces of nature, Ayurvedic traditions, and modern scientific innovations to create beauty essentials that elevate your daily routines. Starting as a humble venture and blossoming into a nationwide sensation, our homegrown brand proudly presents a diverse array of skincare, haircare, body care, and wellness products.

Auli Lifestyle Business Approach: 

Auli Lifestyle adopts a business-to-consumer (B2C) model that centers on encouraging customers to embark on a holistic journey with each skincare product, understanding its advantages, and nurturing enduring loyalty. Surpassing a remarkable 75 percent rate of repeat customers, Auli Lifestyle has attained an unparalleled level of customer retention in its field. The company is committed to preserving this exceptional achievement by staying on its current course and consistently captivating and retaining its devoted clientele.

Auli Lifestyle’s Remarkable Journey on Shark Tank: 

Aishwarya embarked on an extraordinary journey when she graced the stage of Shark Tank India and secured a substantial investment of Rs 75 lakh in exchange for a 15 percent equity stake, with investor Namita Thapar on board. This funding, coupled with the strong connection between Aishwarya and Namita, has propelled Auli Lifestyle to new heights. Aishwarya described her entire pitching experience on the show as nothing short of phenomenal.

Auli Lifestyle distinguishes itself from competitors in several significant ways, and the investment from Namita Thapar will play a pivotal role in showcasing these unique qualities. Aishwarya firmly believes that her brand serves a deeper purpose beyond merely offering skincare products. It aspires to convey the value and importance of skincare to all individuals, ensuring accessibility to high-quality skincare solutions for everyone.

One of the standout features of Auli Lifestyle is its commitment to inclusivity. Aishwarya envisions her brand as a platform that caters to individuals of all genders, skin types, and backgrounds. By prioritizing diversity, Auli Lifestyle strives to develop a skincare range that addresses the distinct needs and concerns of each person. This dedication to inclusivity deeply resonated with Namita, further strengthening their connection during the pitching process.

The investment from Namita Thapar has not only provided Auli Lifestyle with crucial financial support but also brought validation and valuable mentorship. Namita’s unwavering belief in Aishwarya’s vision and passion has fueled Auli Lifestyle’s growth, empowering the brand to make a significant impact in the skincare industry.

What Makes Auli Lifestyle Stand Out? 

Safety, Effectiveness, and Cruelty-Free Approach: Auli Lifestyle distinguishes itself from competitors through its steadfast commitment to the Auli promise. The brand places paramount importance on the safety, effectiveness, and cruelty-free nature of its products, setting a new industry standard.

  • Stringent Safety Regulations at Cutting-Edge Manufacturing Units: Auli Lifestyle goes the extra mile by rigorously adhering to stringent safety regulations at its state-of-the-art manufacturing facilities. An experienced team of experts consistently explores cutting-edge ingredients, technologies, testing methods, and formulation techniques to deliver an unparalleled customer experience.
  • Free from Harmful Chemicals: Auli Lifestyle’s unwavering dedication is evident in its creation of skincare products that are entirely free from harmful chemicals. Prior to the formulation process, each ingredient undergoes meticulous research and evaluation by the brand’s expert team. This rigorous approach ensures that only the most effective and safe ingredients make their way into the final formula.
  • Thorough Dermatological Testing: To ensure the highest quality, every product undergoes rigorous testing under dermatological control. The Auli team invests months of effort to guarantee that each product not only delivers on effectiveness but also meets the most stringent safety standards.

What Happened to Auli Lifestyle After Shark Tank? 

The post-Shark Tank journey of Auli Lifestyle has been nothing short of remarkable, marked by a substantial transformation in their sales performance. Initially, their monthly sales ranged from 10 lakh rupees to 12 lakh rupees. However, following their appearance on Shark Tank India, their growth trajectory began to shift.

Securing funding during the first season of Shark Tank India proved to be a pivotal moment for Auli Lifestyle’s business. With the infusion of capital, they strategically invested in their operations, expanded their product range, and implemented effective marketing strategies. These initiatives started yielding positive results, resulting in a significant upswing in their monthly sales.

Their sales figures skyrocketed, experiencing a remarkable surge, now ranging from 30 lakhs to 37 lakhs on a monthly basis. The primary driver behind this surge was the company’s decision to make their products more affordable. Recognizing the importance of price points in attracting customers and maintaining competitiveness in the market, they offered their products at accessible price ranges. This strategy allowed them to capture a broader customer base and substantially boost their sales.

Auli Lifestyle’s Future Goals:

Auli Lifestyle, a skincare brand rooted in Ayurvedic principles, is committed to collaborating with like-minded individuals and organizations to create a greener and healthier future. Their future goal centers on promoting sustainable practices, utilizing natural ingredients, and advocating for conscious consumerism. Auli Lifestyle aims to make a positive impact on both the environment and people’s well-being. They aspire to lead the way in the movement toward a more sustainable and mindful approach to skincare, ultimately contributing to a brighter future for all.


Ques What is Auli Lifestyle, and when was it founded?

Ans: Auli Lifestyle is an organic skincare brand founded in June 2017. It offers a wide range of skincare, haircare, body care, and wellness products.

Ques. Who are the founders of Auli Lifestyle?

Ans: Auli Lifestyle was founded by Aishwarya Biswas and Ardhendu Biswas.

Ques. What makes Auli Lifestyle stand out from other skincare brands?

Ans: Auli Lifestyle stands out due to its unwavering commitment to safety, effectiveness, cruelty-free products, and comprehensive safety regulations.

Ques. How did Auli Lifestyle perform on Shark Tank India?

Ans: Auli Lifestyle secured an investment of Rs 75 lakh for a 15 percent equity stake from investor Namita Thapar during its appearance on Shark Tank India.

Ques. What impact did securing funding on Shark Tank have on Auli Lifestyle’s sales?

Ans: After securing funding on Shark Tank, Auli Lifestyle experienced a significant increase in its monthly sales, with figures ranging from 30 lakhs to 37 lakhs.


Auli Lifestyle’s journey from its humble beginnings to becoming a prominent name in the skincare industry is nothing short of inspiring. Founded by Aishwarya and Ardhendu Biswas, this homegrown brand has redefined the standards of skincare by blending the power of nature, Ayurvedic wisdom, and modern science.

Their appearance on Shark Tank India was a turning point, leading to significant growth in sales and market reach. Auli Lifestyle’s commitment to safety, effectiveness, and cruelty-free products has set new industry standards. Their focus on inclusivity, affordable pricing, and sustainability initiatives has resonated with consumers, making them a brand of choice.

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