Secret Alchemist, an aromatherapy-focused D2C brand co-founded by Akash Valia and Ankita Valia, is setting its sights on significant growth in the next six months. With recent funding, new product launches, and strategic collaborations, the brand aims to achieve a 300% increase in revenue.
Speaking about the brand’s evolution, Valia said, “We started small, running it like a cottage industry, but quickly realized the vast potential of aromatherapy in addressing ailments like stress and sleep issues, which resonate with many consumers today. Our roll-ons for stress and sleep alone contribute 80% of sales.”
Strategic Shift: Creams, Mists, and More
To make aromatherapy more accessible, Secret Alchemist is moving beyond roll-ons. The brand is launching products in cream and mist formats that integrate seamlessly into daily routines. “A night cream that helps you sleep deeper or a moisturizer that keeps you stress-free—this is where personal care meets wellness,” Valia explained.
The product range will soon extend to shampoos, conditioners, and other formats aimed at promoting holistic well-being. “Our goal is to make aromatherapy intuitive, part of everyday rituals, without requiring consumers to learn something new,” he added.
Samantha Ruth Prabhu’s Role and Fundraising Success
The company’s growth momentum received a significant boost when actress Samantha Ruth Prabhu became both an investor and a brand evangelist. A long-time user of the products, Samantha found solace in aromatherapy during her battle with myositis, an autoimmune condition.
Valia revealed, “Samantha’s involvement has been a game-changer. She not only invested but also brought her story to the forefront, helping us educate a larger audience about the benefits of aromatherapy.”
The brand recently closed a seed funding round led by Inflection Point Ventures, with participation from Samantha and other investors.
D2C First, Offline Later
Secret Alchemist has adopted a digital-first strategy to scale rapidly. Currently priced between ₹700 and ₹900, the products are available on platforms like Amazon, Nykaa, and Blinkit, with plans to expand into additional quick commerce marketplaces.
While retail isn’t on the immediate horizon, Valia said, “Offline expansion requires a strong pull factor. For now, our focus is on building a robust online presence. Six months from now, we’ll evaluate offline experiments and B2B2C collaborations.”
Targeting Tier 2 and Tier 3 Aspirations
Valia highlighted the growing demand for clean, aspirational products in smaller cities. “Social media has bridged the gap between metros and Tier 2 and 3 cities. Consumers there are now opting for premium, natural products they see online,” he said.
With a foothold in the ₹2.6 billion D2C personal care segment, Secret Alchemist aims to carve out a niche at the intersection of wellness, clinical care, and personal care.
In the next six months, the brand plans to launch new SKUs, strengthen its D2C strategy, and explore selective offline collaborations. “We’re on an inflection journey. By making aromatherapy simple and effective, we believe we can scale this to millions of households,” Valia concluded.