Secret Alchemist has secured $3 million (about ₹27 crore) in a seed round led by Unilever Ventures, with participation from DSG Consumer Partners, as investor interest grows in India’s clean, ingredient-led beauty and personal care sector. The funding comes amid rising consumer demand for premium, transparent and wellness-driven fragrances.
Evolution from aromatherapy to fragrance-first positioning
Launched in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist began as a wellness brand focused on aromatherapy and essential oils. Founders identified a market gap for premium fragrances that combined sensorial appeal with safety and ingredient transparency.
The company subsequently repositioned itself as a fragrance-first label, marrying contemporary perfumery with aromatherapy-inspired formulations. This shift targeted urban Indian consumers increasingly attentive to ingredient lists and product provenance in personal care purchases.
Celebrity association and market visibility
Actor Samantha Ruth Prabhu joined the venture as a co-founder, boosting the brand’s visibility and aligning with its mindful, clean-living ethos. Her involvement helped amplify Secret Alchemist’s presence across digital channels and strengthened engagement with younger consumers seeking authenticity in beauty brands.
Secret Alchemist has positioned itself among India’s early entrants in the clean fragrance category, publishing ingredient and allergen information—an approach still uncommon in the domestic perfumery market.
Use of funds and growth strategy
The company says the seed capital will support expansion of its fragrance portfolio, enhanced research and development, and broader distribution across online and offline channels. Plans also include bolstering leadership and operational teams to manage the next growth phase.
By prioritising innovation and formulation quality, Secret Alchemist aims to deliver fragrances suited to everyday Indian use while adhering to international safety and formulation standards.
Strategic backing signals broader industry shift
Unilever Ventures’ lead investment reflects a larger trend of established FMCG investors backing agile, direct-to-consumer brands that are creating new sub-categories. Clean beauty and conscious personal care are fast-growing segments driven by rising disposable incomes, heightened awareness and demand for premium products.
Beyond capital, the strategic investor is expected to provide guidance on scaling operations and refining brand positioning as Secret Alchemist expands.
Outlook
Facing intensifying competition in India’s beauty and fragrance market, Secret Alchemist contends that its focus on clean formulations and wellness-led perfumery provides a competitive edge. The startup plans to deepen its domestic footprint with an eye on selective international expansion over time.
