In the modern fashion world, inclusivity is no longer a luxury—it’s a necessity. As more consumers demand representation in sizing, style, and brand messaging, labels that genuinely deliver on these values stand out. Arula, formerly known as A’Beautiful Soul, is one such brand leading the charge.
Created as a sister brand to Altar’d State, Arula is dedicated to empowering women sizes 10 to 24, offering clothing, accessories, and community-centered experiences that celebrate confidence, femininity, and individuality.
This article explores the story behind Arula, its brand philosophy, product offerings, and how it’s changing the plus-size fashion narrative.
The Origin of Arula
From A’Beautiful Soul to Arula
Launched originally as A’Beautiful Soul, the brand began as a plus-size extension of Altar’d State, a popular boutique fashion retailer known for bohemian and feminine styles.
In 2021, the brand underwent a thoughtful rebranding and emerged as Arula. The new name reflects a clearer, stronger identity focused on uplifting women of all shapes without compromising on fashion-forward design.
According to the brand, “Arula is more than a clothing label—it’s a movement toward self-love, joy, and fearless individuality.”
What Makes Arula Different?
Unlike many retailers that merely expand their size ranges, Arula designs every piece specifically with curvy bodies in mind. That means no awkward tailoring, no “upscaled” straight-size patterns, and no shortage of style.
1. Body-Inclusive Design Philosophy
Arula’s design process puts fit and comfort first. Every collection is built to flatter and support curvier figures, using:
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Stretch-friendly fabrics
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Thoughtful cuts and seams
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Adjustable details
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Proper bust and hip proportions
The result? Clothes that feel as good as they look—without compromise.
2. Trend-Driven Style
Plus-size fashion has often been stereotyped as overly modest or outdated. Arula breaks that mold with:
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Bold prints
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Romantic boho silhouettes
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Statement tops and dresses
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Seasonal fashion drops
Whether it’s brunch with friends or a weekend getaway, Arula styles help women express their personality with confidence.
3. Personalized Shopping Experience
In both Arula standalone boutiques and store-within-a-store locations inside Altar’d State, customers can expect:
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Trained stylists
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Size-inclusive mannequins
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Warm, body-positive environments
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Private fitting rooms
This inclusive retail approach promotes a judgment-free space for shoppers to feel seen and supported.
What You’ll Find at Arula
Clothing
Arula offers a wide range of women’s fashion in sizes 10–24, including:
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Dresses: Maxi, midi, fit-and-flare, and wrap styles
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Tops: Blouses, graphic tees, tunics, and tanks
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Bottoms: Jeans, skirts, wide-leg pants, and leggings
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Outerwear: Kimonos, cardigans, jackets, and blazers
Accessories
The brand also features:
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Jewelry
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Bags and wallets
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Hats and scarves
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Hair accessories
These add-on items complete the look and are curated to complement Arula’s unique aesthetic.
Seasonal Collections
Arula frequently drops seasonal capsules, including:
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Fall layering essentials
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Holiday glam collections
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Spring floral sets
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Summer-ready vacation looks
These help customers stay current with trends without having to sacrifice fit or function.
Arula’s Commitment to Empowerment
More than a fashion brand, Aru-la is a community. It positions itself as a champion of self-expression, self-acceptance, and confidence.
Empowering Messaging
From email campaigns to social media captions, Aru-la consistently uses its platform to:
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Promote body positivity
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Highlight customer stories
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Challenge outdated beauty standards
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Reinforce mental health and self-love messages
Real People, Real Models
Many of Arula’s campaigns feature real customers and brand ambassadors—not just traditional models. This creates an authentic connection with audiences and emphasizes that beauty is not one-size-fits-all.
Giving Back
Like its sister brand Altar’d State, Arula is committed to charitable work. A portion of proceeds often goes toward community causes and non-profits that align with the brand’s values.
Where to Shop Arula
In-Store Locations
Aru-la has its own branded boutiques as well as dedicated sections within Altar’d State stores. These retail locations can be found in major malls and shopping centers across the U.S.
Features of the in-store experience include:
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Friendly stylists who understand plus-size fit
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Spacious fitting rooms
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Complimentary styling sessions
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A serene, uplifting environment
Online Store
The official Arula website arula.com offers:
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Full product catalog
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Style guides and lookbooks
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Customer reviews
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Easy returns and free shipping promotions
Shopping online is streamlined with fit tips and detailed size charts, so customers feel confident ordering from home.
Is Arula Worth It?
Absolutely—if you’re looking for fashion that fits, flatters, and empowers. Arula blends boutique charm with inclusive fashion in a way that feels modern and meaningful. Its body-centric design philosophy, warm in-store experience, and commitment to empowering messaging make it a standout brand for curvier women.
Whether you’re size 10 or 24, Aru-la ensures you don’t have to settle for anything less than stylish, flattering, and joyful.
Final Thoughts
Arula isn’t just filling a market gap—it’s redefining how we think about fashion and bodies. By centering plus-size women in design, experience, and brand storytelling, Arula invites its customers to celebrate themselves exactly as they are. In a world that’s still catching up to the idea that beauty comes in every shape and size, Arula isn’t just on trend—it’s leading the movement.