Indian beauty and personal care (BPC) startup Secret Alchemist has raised $3 million (approximately ₹27 crore) in a seed funding round led by Unilever Ventures, the investment arm of FMCG major Hindustan Unilever. The round also saw participation from DSG Consumer Partners, highlighting growing investor interest in clean, ingredient-led beauty brands emerging from India.
The fresh capital comes at a time when India’s fragrance and personal care market is witnessing a shift towards premiumisation, transparency, and wellness-driven products. With this funding, Secret Alchemist is looking to strengthen its position as a modern, clean fragrance brand catering to evolving consumer preferences.
From Aromatherapy Roots to a Fragrance-First Brand
Founded in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist initially entered the market as a wellness-focused brand built around aromatherapy and essential oils. Over time, the founders identified a gap in the Indian market for fragrances that are not only premium and sensorial but also safe, transparent, and rooted in wellness principles.
This insight led the brand to transition into a fragrance-first identity, blending contemporary perfumery with aromatherapy-inspired formulations. The evolution helped Secret Alchemist appeal to urban Indian consumers who are increasingly conscious about ingredients used in their daily personal care products.
Celebrity Backing and Brand Visibility
A significant milestone in the brand’s journey was the addition of actor Samantha Ruth Prabhu as a co-founder. Her involvement added visibility to the brand while also aligning with its philosophy of mindful, clean living. The association helped Secret Alchemist expand its reach across digital platforms and strengthen its connection with younger consumers seeking authenticity and trust in beauty brands.
The company has positioned itself as one of India’s early movers in the clean fragrance space, openly sharing ingredient details and allergen information—an approach still relatively uncommon in the domestic perfumery market.
Plans for Product Expansion and Growth
According to the company, the newly raised funds will be utilised across multiple growth initiatives. These include expanding its fragrance portfolio, investing in research and development, and strengthening distribution across online as well as offline channels. Secret Alchemist also plans to build a stronger leadership and operational team to support the next phase of growth.
By focusing on innovation and quality, the startup aims to create fragrances suitable for daily Indian usage while maintaining international standards of formulation and safety.
Strategic Investor Confidence in Clean Beauty
Unilever Ventures’ participation reflects a broader trend of large FMCG players backing nimble, direct-to-consumer brands that are shaping new sub-categories. Clean beauty and conscious personal care have emerged as high-growth segments, driven by rising disposable incomes, increasing awareness, and demand for premium products.
For Secret Alchemist, the backing from a global consumer goods investor offers not just capital but also strategic guidance as it scales operations and sharpens its brand positioning.
The Road Ahead
As competition intensifies in India’s beauty and fragrance space, Secret Alchemist believes its focus on clean formulations and wellness-led perfumery gives it a distinct edge. The company aims to deepen its domestic presence while gradually exploring international opportunities in the future.
This funding round marks a key step in the startup’s journey and underscores the growing momentum of Indian BPC brands that are redefining traditional categories with innovation, transparency, and consumer-first thinking.