Clean fragrance brand Secret Alchemist has secured $3 million in a funding round led by Unilever Ventures, with DSG Consumer Partners also participating.
The round included both primary and secondary capital, with $2.5 million as fresh infusion and the remainder coming from early investors exiting some of their stakes.
The brand plans to deploy the funds to expand its fragrance portfolio, strengthen branding and marketing, scale the team, and grow distribution across direct-to-consumer channels, ecommerce platforms, and quick-commerce apps.
Secret Alchemist, co-founded by actress Samantha Ruth Prabhu, Ankita Thadani, and Akash Valia, was originally a wellness and aromatherapy brand before pivoting to a fragrance-first model in 2025. The company emphasizes “clean” perfumes, free from parabens, phthalates, synthetic dyes, or harmful chemicals, using therapeutic-grade essential oils and grain-derived alcohol.
Its portfolio includes the Alchemy Collection with scents like Rose Oud and Madurai Jasmine, a Signature Line with higher-concentration parfums such as Saffron Dusk, and a wellness range of oils, creams, and mists designed for mood and stress support.
Samantha Prabhu said the funding comes at the right moment to help the brand build deeper and reach more customers.
Pawan Chaturvedi, partner and head of Asia at Unilever Ventures, added that Secret Alchemist is well-positioned to lead the clean fragrance segment in India, which is following a global trend toward wellness and transparency in beauty products.
The brand’s products are available through its D2C website, Amazon, Nykaa, and quick-commerce apps like Blinkit and Zepto.
