Mumbai, 3rd October 2024 — Secret Alchemist, a holistic aromatherapy-based wellness brand, announces the joining of versatile actress Samantha Prabhu as a co-founder. Secret Alchemist has also raised $500,000 in a seed round led by Inflection Point Ventures (IPV).
With a keen focus on personal care and making aromatherapy accessible to a diverse audience, Secret Alchemist plans to use the funding strategically for growth. The funding will allow Secret Alchemist to ramp up their marketing efforts while increasing brand presence, customer reach and awareness. The product portfolio also sees expansion with pure-grade essential oils for a holistic wellness experience in the form of creams, mists and shower gels.
Commenting on the fund raise, Vinay Bansal, Founder CEO, Inflection Point Ventures, said, “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.”
Co-founded by Ankita Thadani and Akash Valia, Secret Alchemist boasts a 30-year legacy in aromatherapy. With a mission to transform personal care through wellness, the brand offers natural, premium ingredients, focusing on aromatherapy and essential oil-based solutions that are natural, sustainable, and non-toxic.
Samantha’s presence is also a seamless fit into the brand ethos with her deep connection to wellness. In addition to her widespread popularity, Samantha’s reach & influence in in the South Indian markets, add a vital dimension to the team, alongside Ankita and Akash.
“At Secret Alchemist, our vision is to make aromatherapy an essential part of everyday wellness” says Ankita Thadani, Co-founder at Secret Alchemist “We aim to educate and inspire more people about the transformative healing properties of essential oils through purpose-driven personal care products. 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,” she adds.
Samantha Prabhu, Co-founder, Secret Alchemist, further adds, “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. 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. “
The beauty and personal care market in India is valued at $31.5 billion, with a robust 30% year-on-year growth. The direct-to-consumer (D2C) body care segment, valued at $2.6 billion, is rapidly expanding. Secret Alchemist is well-positioned to tap into this high-growth niche, targeting consumers who seek sustainable, natural, and wellness-focused products.