India-first clean perfume Secret Alchemist, which recently raised a successful $3 million seed round. Unilever Ventures, the venture capital arm of the global consumer giant, was the lead investor with notable input from DSG Consumer Partners. This round, which incorporates both primary and secondary capital, is a significant milestone in the brand since it is stepping out of an aromatherapy-centred label, but instead becoming a force to be reckoned with in the modern fragrance industry.

Strategic evolution and mission

Secret Alchemist is the startup of Ankita Thadani and Akash Valia, and recently it has added another co-founder to its leadership, actor and entrepreneur Samantha Ruth Prabhu. The brand has a deep foundation in the science of aromatherapy, initially selling essential oil-based remedies for wellness and self-care. The company has, however, evolved strategically to bridge the gap between wellness and modern perfumery. Combining the healing properties of the essential oils with an advanced scent formula, Secret Alchemist is developing the so-called emotion-driven fragrances, which could be worn daily as required by the contemporary consumer.

The core of the mission of Secret Alchemist is its commitment to honesty, which is not that common in the old-fashioned world of perfume. Co-founder Ankita Thadani makes it clear that though clean beauty has become the international standard of skincare products, fragrance companies are only starting to move the same way. Secret Alchemist is unique in its own way as it is among the first in India to disclose complete ingredient and allergen information publicly. In the case of the brand, clean would be synonymous with being uncompromising in formulation quality, that is, to be free of the harmful chemicals such as parabens, and still, to be high-performing, like high-quality perfumes should be.

Investor involvement

Unilever Ventures and DSG Consumer Partners’ involvement is an indication of the high institutional confidence in the new clean fragrance category in India. According to Pawan Chaturvedi, Partner and Head of Asia, Unilever Ventures Secret Alchemist is uniquely placed to dominate in this category as Indian consumers shift towards more conscious consumption. On the same note, DSG Consumer Partners, which supports insurgent consumer brands such as Sula Vineyards and Epigamia, stated that they have long been believers in the clean fragrance opportunity. This collaboration not only offers Secret Alchemist access to capital but also a global network of consumer knowledge and strategic advice.

Conclusion

The effective raising of $3 million makes Secret Alchemist one of the leaders in the developing beauty and wellness sector in India. Through the combination of the star power and personal wellness philosophy of Samantha Ruth Prabhu and the institutional support of Unilever Ventures and DSG Consumer Partners, the brand is better poised to expand its ingredient-led philosophy.

With its future path, transparency, R&D, and modern perfumery of Secret Alchemist will establish a new perspective of what a clean brand can be in the perfume industry, eventually culminating in an India-born label with actual global aspirations.