Samantha Ruth Prabhu backed fragrance brand Secret Alchemist has raised 3 million dollars, about Rs 27.1 crore, in a seed funding round led by Unilever Ventures, the venture capital arm of FMCG major Hindustan Unilever. The round also saw participation from DSG Consumer Partners and included a mix of primary and secondary investments.
The funding marks a key milestone for the D2C beauty and personal care startup, which positions itself as a clean perfume brand rooted in Indian aromatherapy and traditional perfumery practices. Secret Alchemist plans to use the fresh capital to expand its fragrance portfolio, strengthen research and development, and build a deeper leadership and core operations team.
Founded in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist began as an aromatherapy and essential oils focused wellness brand. The company later pivoted entirely to perfumes, aiming to bring ingredient led fragrances to a younger, digitally native audience. Actor Samantha Ruth Prabhu joined the brand as a cofounder last year, helping sharpen its consumer appeal and visibility in an increasingly crowded fragrance market.
India’s perfume and personal care segment has seen a surge in D2C brands over the past few years, driven by rising disposable incomes, premiumisation, and growing interest in clean and conscious products. Secret Alchemist is betting on this shift by blending modern fragrance creation with Indian sensibilities, rather than following purely Western scent profiles.
With backing from a global consumer goods major and a clear focus on product depth, Secret Alchemist is now looking to scale thoughtfully. The brand’s next phase will likely focus on innovation, distribution expansion, and carving out a distinct identity in India’s fast growing premium fragrance space.
