Clean fragrance and aromatherapy brand Secret Alchemist, backed by actor Samantha Ruth Prabhu, has raised $3 million in a funding round led by Unilever Ventures, with participation from DSG Consumer Partners.
The round comprised a mix of primary and secondary capital, with $2.5 million raised as primary capital. The remaining amount came from secondary transactions, allowing a few early angel investors to partially exit.
The Mumbai-based startup had earlier raised $898,000 in a seed funding round led by Inflection Point Ventures (IPV) and other investors.
Fueling Brand Expansion and Product Innovation
According to the company, the fresh capital will be deployed towards branding and marketing initiatives, expanding its product portfolio, and strengthening its team as it scales its presence in India’s fast-growing beauty and wellness market.
Founded in 2022 by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, Secret Alchemist positions itself as a clean fragrance and aromatherapy brand, focused on transparent, toxin-free formulations rooted in natural ingredients and aromatherapy principles.
Nature-Meets-Science Wellness Brand
Secret Alchemist aims to deliver holistic wellness solutions by combining nature-backed ingredients with science-led formulations. The brand addresses skin, hair, and wellness concerns through the use of pure essential oils, transparent ingredient sourcing, and sustainable practices.
Its product portfolio spans clean perfumes, skincare, haircare, and aromatherapy blends, catering to consumers seeking purity, sustainability, and premium experiences without compromising on ingredient safety.
Omnichannel Distribution Strategy
The brand follows a strong omnichannel distribution model, with products available through its direct-to-consumer website, leading ecommerce platforms such as Amazon, and quick-commerce apps, including Blinkit, enabling faster access for urban consumers.
With backing from strategic investors and a growing focus on clean beauty, Secret Alchemist is positioned to scale as consumer demand for toxin-free, wellness-led personal care products continues to rise.
By: Arushi Agarwal
