Perfume brand Secret Alchemist raises $3 Mn led by Unilever Ventures

Actress Samantha Ruth Prabhu–backed perfume brand Secret Alchemist has raised $3 million in a funding round led by Unilever Ventures, with participation from DSG Consumer Partners. The round was a mix of primary and secondary capital, of which $2.5 million was primary capital and the remainder was secondary, with a few early angel investors selling their stakes.

The Mumbai-based startup had previously mopped up $898,000 in a seed funding round led by IPV and others.

The proceeds will be utilised for branding and marketing, widening its product portfolio, and expanding the team, Secret Alchemist said in a press release.

Co-founded in 2022 by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, Secret Alchemist is a clean fragrance and aromatherapy brand that focuses on transparent, toxin-free perfumes and wellness products derived from natural ingredients and aromatherapy principles.

Secret Alchemist aims to provide holistic wellness through nature-meets-science formulations, addressing the root causes of skin and hair concerns with pure essential oils and transparent ingredients. The brand offers clean perfumes, skincare, haircare, and aromatherapy blends, emphasising purity, sustainability, and luxury.

Secret Alchemist’s products are available on the company’s direct-to-consumer website, ecommerce platforms such as Amazon, and quick commerce apps, including Blinkit. The company plans to expand its presence across more websites and apps in the coming days.