Mumbai, January 14, 2026 — Secret Alchemist, the clean fragrance and aromatherapy brand co-founded by actress Samantha Ruth Prabhu, has raised $3 million in a funding round led by Unilever Ventures, with participation from DSG Consumer Partners.
The round comprised both primary and secondary capital, with $2.5 million as primary infusion and the remainder as secondary, allowing some early angel investors to partially exit.
This marks a significant step forward for the Mumbai-based wellness and beauty startup as it looks to scale operations and expand its footprint in India’s growing clean beauty and luxury fragrance segment.
Fueling Growth Across Wellness, Fragrance, and Beauty
According to a company statement, the newly raised funds will be used to strengthen branding and marketing initiatives, expand its product portfolio, and grow the team across functions.
“We’re thrilled to have the backing of Unilever Ventures and DSG Consumer Partners as we enter our next growth phase,” said Ankita Thadani, Co-founder of Secret Alchemist. “Our mission is to make clean, transparent, and holistic wellness accessible through products that combine nature with science.”
A Clean, Conscious Brand Rooted in Aromatherapy
Founded in 2022 by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, Secret Alchemist has carved a niche in India’s luxury wellness and fragrance market through its commitment to transparency, sustainability, and toxin-free ingredients.
The brand’s portfolio includes clean perfumes, skincare, haircare, and aromatherapy blends that are formulated using pure essential oils and natural extracts. Each product is designed to promote holistic well-being, addressing not just superficial beauty but also mind-body balance through aromatherapy principles.
“Secret Alchemist stands at the intersection of wellness and self-expression,” said Samantha Ruth Prabhu, Co-founder and Brand Partner. “We want to redefine how people experience fragrance — not just as a scent, but as an emotion that promotes calm, confidence, and connection.”
Nature Meets Science: A Growing Category in Clean Beauty
With consumers increasingly seeking clean, sustainable, and cruelty-free beauty products, Secret Alchemist has positioned itself as a brand that bridges nature and science.
The company’s formulations focus on natural healing, using essential oils to target skin and hair concerns from within. The brand also emphasizes ethical sourcing, eco-friendly packaging, and transparent ingredient lists — key pillars in the global clean beauty movement.
The latest funding will enable Secret Alchemist to scale R&D, introduce new product lines, and build deeper consumer engagement through immersive storytelling and brand-led experiences.
Omnichannel Expansion and Growing Online Presence
Secret Alchemist currently retails its products through its direct-to-consumer (D2C) website and major ecommerce platforms including Amazon, while also being available on quick commerce platforms like Blinkit.
The brand plans to expand its digital footprint by partnering with additional marketplaces and lifestyle retailers to reach a wider consumer base across India and overseas.
“We believe wellness should be intuitive, effortless, and rooted in everyday rituals,” said Akash Valia, Co-founder and COO of Secret Alchemist. “This funding gives us the resources to scale thoughtfully while staying true to our brand philosophy of purity and purpose.”
Backed by Industry Giants
Unilever Ventures, the venture capital arm of global FMCG major Unilever, is known for investing in early-stage consumer and beauty brands with global potential. Its investment in Secret Alchemist signals growing confidence in India’s emerging clean fragrance and wellness sector.
DSG Consumer Partners, which has backed several high-growth D2C brands in India and Southeast Asia, brings deep expertise in scaling consumer-focused startups across wellness, beauty, and lifestyle categories.
Together, these strategic investors are expected to support Secret Alchemist’s ambition to build an Indian-origin global clean beauty brand.
About Secret Alchemist
Secret Alchemist is a Mumbai-based clean fragrance and aromatherapy brand offering a range of toxin-free perfumes, skincare, haircare, and wellness products derived from natural ingredients and essential oils.
Founded in 2022 by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, the brand aims to create a nature-meets-science ecosystem for holistic well-being. Its products focus on purity, sustainability, and emotional wellness, designed to help consumers reconnect with themselves through scent and self-care.
Key Highlights
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Funding Raised: $3 million
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Lead Investor: Unilever Ventures
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Co-Investor: DSG Consumer Partners
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Previous Round: $898,000 seed funding led by IPV
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Founded: 2022 | Headquarters: Mumbai
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Founders: Ankita Thadani, Akash Valia, Samantha Ruth Prabhu
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Product Categories: Clean perfumes, skincare, haircare, aromatherapy
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Retail Channels: D2C website, Amazon, Blinkit
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Focus Areas: Branding, product expansion, team growth
Ankitt Yadu is the Editor at Entrepreneur News Network and TVW News India, where he leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape.