Secret Alchemist, a holistic aromatherapy-based wellness brand, has announced the onboarding of versatile actress Samantha Prabhu as a co-founder. The startup recently secured $500,000 in a seed funding round led by Inflection Point Ventures (IPV), a Gurugram-based angel investment firm.
The investment aims to facilitate growth and enhance marketing efforts, helping to boost brand presence, customer reach, and overall awareness. Vinay Bansal, Founder and CEO of Inflection Point Ventures, emphasized the importance of this partnership, stating, “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.”
Founded by Sumi Thadani, Secret Alchemist is now led by Ankita Thadani, Akash Valia, and Samantha Prabhu. The brand specializes in aromatherapy-driven wellness solutions, focusing on Ayurvedic practices and essential oils. Their product offerings are innovative, cruelty-free, and sustainable, aimed at addressing modern lifestyle ailments like stress and anxiety.
“At Secret Alchemist, our vision is to make aromatherapy an essential part of everyday wellness,” said Ankita Thadani. She added, “We aim to educate and inspire more people about the transformative healing properties of essential oils through purpose-driven personal care products.”
The startup plans to expand its product portfolio to include pure-grade essential oils, creams, mists, and shower gels, further enhancing the holistic wellness experience for its customers.
Samantha Prabhu shared her personal connection to the brand, highlighting her own healing journey. “When I was on my healing journey and went for treatment abroad, aromatherapy became an unexpected source of comfort and healing for me,” she explained. “It made a big difference to my health that when I returned, I started searching for a brand that I could trust. That’s when I found Secret Alchemist. I knew this wasn’t something I wanted to keep a secret. 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.”
With the new funding, Secret Alchemist aims to expand its product line, invest in brand building, and deepen its impact within the personal care industry. The brand is strategically positioned to tap into India’s burgeoning beauty and personal care market, which is valued at $31.5 billion and experiencing a robust 30% year-on-year growth. The direct-to-consumer (D2C) body care segment, valued at $2.6 billion, is also rapidly expanding, presenting a significant opportunity for Secret Alchemist to reach consumers seeking sustainable, natural, and wellness-focused products.
As the startup embarks on this new chapter, it looks to make a meaningful impact in the personal care landscape by promoting a holistic approach to wellness.
