Mumbai-based perfume and wellness brand Secret Alchemist has raised $3 million in a new funding round led by Unilever Ventures, with participation from DSG Consumer Partners. The investment marks a major milestone for the young brand as it looks to strengthen its presence in India’s premium personal care and fragrance market.

The funding round included a mix of primary and secondary capital. Of the total amount raised, $2.5 million came in as primary capital to support the company’s growth plans. The remaining portion was secondary capital, which saw a few early angel investors partially exit by selling their stakes.

Strong investor confidence in a young startup

Secret Alchemist had previously raised $898,000 in a seed funding round led by IPV and other investors. The latest round reflects growing investor confidence in the brand’s positioning within the clean beauty and wellness space, as well as its early traction across digital channels.

The participation of Unilever Ventures, the venture capital arm of global consumer goods major Unilever, adds strategic value to the company as it scales its operations and brand visibility. DSG Consumer Partners also joined the round, continuing its focus on emerging consumer brands in India.

Clear plans for using the fresh capital

According to the company, the newly raised funds will be used across several key areas. A significant portion will go toward branding and marketing initiatives to strengthen awareness and reach among consumers. The capital will also support the expansion of Secret Alchemist’s product portfolio and the growth of its internal team as the company prepares for its next phase of scale.

These initiatives are aimed at building a stronger foundation for long-term growth while maintaining the brand’s core focus on clean and transparent formulations.

Founded with a focus on clean and conscious products

Secret Alchemist was co-founded in 2022 by Ankita Thadani, Akash Valia, and actor Samantha Ruth Prabhu. From its inception, the brand has positioned itself as a clean fragrance and aromatherapy company that prioritises transparency, safety, and wellness.

The company focuses on toxin-free perfumes and wellness products that are derived from natural ingredients and guided by aromatherapy principles. Its formulations are designed to combine nature-inspired ingredients with science-backed processes.

Blending wellness with fragrance and personal care

Beyond perfumes, Secret Alchemist has built a broader portfolio that includes skincare, haircare, and aromatherapy blends. The brand emphasises holistic wellness by addressing the root causes of skin and hair concerns through the use of pure essential oils and clearly disclosed ingredients.

Purity, sustainability, and a sense of accessible luxury form the core pillars of the brand’s product philosophy. By maintaining transparency around its formulations, Secret Alchemist aims to appeal to consumers who are increasingly conscious about what goes into the products they use daily.

Expanding reach across digital and quick commerce platforms

Secret Alchemist currently sells its products through its direct-to-consumer website, allowing it to engage closely with customers. In addition, the brand is available on major ecommerce platforms such as Amazon, as well as quick commerce apps including Blinkit.

The company has stated that it plans to expand its presence across more websites and apps in the coming days. This wider digital distribution is expected to improve accessibility and convenience for customers while supporting faster order fulfilment.

Positioned for the next phase of growth

With fresh capital, strategic backing, and a clear focus on clean and transparent products, Secret Alchemist is preparing to scale its operations in a competitive market. The funding will allow the company to invest in brand-building, introduce new offerings, and strengthen its team while staying aligned with its original vision.

As demand for clean beauty, wellness, and premium fragrances continues to rise, Secret Alchemist’s latest funding round places it in a stronger position to expand its footprint and deepen its connection with modern, ingredient-conscious consumers across India.

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