Mumbai-based Secret Alchemist, a pioneering holistic aromatherapy-based wellness brand, earlier this month welcomed the renowned actress Samantha Ruth Prabhu as its newest co-founder. This strategic move coincides with the company’s successful seed funding round, which garnered $500,000 in investments led by Inflection Point Ventures (IPV), a prominent angel investment firm based in Gurugram. This influx of capital and expertise is poised to propel Secret Alchemist’s growth and expansion in the wellness industry.
According to Secret Alchemist, the fresh infusion of capital will fuel the brand’s accelerated growth trajectory. The funds will be utilized to intensify marketing initiatives, expand brand visibility, and enhance customer outreach, ultimately bolstering awareness and solidifying Secret Alchemist’s position in the wellness industry.
“The beauty segment in India saw a surge in the ’90s, which unfortunately brought unrealistic standards. Secret Alchemist is redefining this by promoting mindful, affordable products that encourage well-being and relaxation. IPV believes in the team’s strong foundation and is committed to supporting their sustainable growth.” said Vinay Bansal, Founder and CEO of Inflection Point Ventures, praising Secret Alchemist’s innovative approach
Under the leadership of Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu, and founded by Sumi Thadani, Secret Alchemist has emerged as a pioneering personal care brand. By harnessing the power of aromatherapy and Ayurvedic wisdom, the startup crafts innovative wellness solutions that combat stress, anxiety, and other modern lifestyle challenges. Secret Alchemist’s product range is distinguished by its cruelty-free and sustainable approach, leveraging essential oils to promote holistic well-being.
“At Secret Alchemist, our vision is to make aromatherapy an essential part of everyday wellness. We aim to educate and inspire more people about the transformative healing properties of essential oils through purpose-driven personal care products.” said Ankita Thandani
Secret Alchemist’s product portfolio is set to expand, offering a comprehensive range of holistic wellness solutions. The brand’s new additions include pure-grade essential oils, expertly blended into luxurious creams, refreshing mists, and nourishing shower gels.
The Pushpa actress Samantha Ruth Prabhu, Co-founder of Secret Alchemist, revealed the personal inspiration behind her involvement with the brand, stating,
“When I was on my healing journey and went for treatment abroad, aromatherapy became an unexpected source of comfort and healing for me. I realized just how much the healers in the West were making use of the power of essential oils to bring well-being. It made a big difference to my health that when I returned, I started searching for a brand that I could trust.” she said
“And that’s when I found Secret Alchemist. After trying their oils and feeling their impact firsthand, I knew this wasn’t something I wanted to keep a secret. I wanted to share it with the world. It’s not just about investing in a brand—it’s about believing in the power of natural remedies to bring true well-being. I’m proud to be a part of this journey,” she added.
Reflecting Samantha’s personal experience with aromatherapy, Ankita said,
“Samantha’s personal journey with aromatherapy perfectly aligns with our philosophy of addressing wellness at its roots, and together we plan to utilize the new funds to expand our product line, invest in brand building, and enhance our customer reach while deepening our impact in the personal care industry,” said Ankita
It is worth noting that the Indian beauty and personal care market is experiencing rapid growth, reaching $31.5 billion with a 30% year-on-year increase, according to Statista. Within this thriving industry, the direct-to-consumer (D2C) body care segment stands out, valued at $2.6 billion and expanding swiftly.
Secret Alchemist seeks to tap into this lucrative market, focusing on consumers seeking sustainable, natural, and wellness-oriented products. By meeting the growing demand for conscious consumerism, Secret Alchemist is well-positioned to capture a significant share of the high-growth D2C body care segment.
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