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Secret Alchemist, India’s first clean perfume brand, has raised $3 million in a seed funding round led by Unilever Ventures with participation from DSG Consumer Partners. Founded by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, the brand is redefining Indian perfumery by creating clean, ingredient-led fragrances designed for contemporary consumers.
Samantha Ruth Prabhu co-founded Secret Alchemist raises $3 million in seed funding
Secret Alchemist has raised $3 million in a seed round comprising each primary and secondary capital. With prior backing from IPV, the most recent investment reflects sustained institutional confidence within the brand’s long-term vision and talent to construct a category.
Rooted in aromatherapy and essential oils, Secret Alchemist began its journey with ailment-led wellness solutions and has since evolved right into a fragrance-first brand. Today, it blends the science of aromatherapy with contemporary perfumery to create lifestyle-led, emotion-driven clean fragrances bridging wellness, scent, and self-expression.
The capital raised can be utilized to expand the brand’s clean fragrance portfolio, strengthen formulation depth and R&D capabilities, and construct leadership and core teams. Secret Alchemist can even spend money on scaling brand presence and distribution because it continues to construct an India-first brand with global ambitions.
Commenting on the fundraise, Ankita Thadani, Co-Founding father of Secret Alchemist, said, “Globally, “clean” has turn into a baseline in beauty and private care, and fragrance is of course moving in that direction. With Secret Alchemist, our focus is on constructing perfumes which are ingredient-led, well-formulated, and uncompromising on quality. We’re among the many first in India to openly publish full ingredient and allergen disclosures in perfumery, because for us, clean means being honest. This investment allows us to deepen product innovation and strengthen our R&D capabilities in keeping with that belief.”
Samantha Ruth Prabhu, Co-Founding father of Secret Alchemist, added, “As Secret Alchemist evolves, this seems like the fitting moment for us. It gives us the chance to construct more deeply on what matters: clean ingredients, thoughtful formulations, and fragrances people genuinely enjoy using day-after-day.”
Akash Valia, Co-Founder, of Secret Alchemist, said, “Clean fragrance is seeing strong traction globally, and India is prepared for brands built with that mindset from day one. This fundraise allows us to scale Secret Alchemist as a fragrance-first, ingredient-led clean perfume brand while strengthening distribution and brand presence and eventually bringing Indian perfumes to the worldwide market.”
Commenting on leading the investment round, Pawan Chaturvedi , Partner & Head of Asia at Unilever Ventures, said “We’re delighted to partner with Secret Alchemist because it builds certainly one of India’s first clean, fragrance indie brands. Clean has already turn into a norm in beauty globally, and we’re starting to see fragrance follow the identical trajectory, and Secret Alchemist is well positioned to steer this emerging category in India.”
Commenting on the investment, Hariharan Premkumar MD & Head of India at DSG Consumer Partners said, “We now have believed within the clean fragrances opportunity for a few years. With Secret Alchemist, we found a powerful founding team in Ankita and Akash with deep product capabilities. They’re constructing high-quality fragrances at attractive price points. The brand is backed by a celeb founder who will not be just lending her name but is an influence user and deeply involved in constructing the product. Given the numerous under-penetration of the fragrances category in India, we’re highly bullish on the long-term potential of the brand and the category.”
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