Secret Alchemist, a clean perfume brand backed by actress Samantha Ruth Prabhu, has raised $3 million is a funding round led by Unilever Ventures, with DSG Consumer Partners participating.
The round was a mix of primary and secondary capital. Of the total amount, $2.5 million was primary capital and the remainder was secondary, with a few early angel investors selling their stakes, cofounder Akash Valia told ET.
The company plans to use the capital for branding and marketing, to widen its product portfolio, and expand the team.
Secret Alchemist initially focused on various wellness products. However, since mid-2025, it has positioned itself as a fragrance-first brand. “Clean perfume is all about honesty. We have all the ingredients mentioned on the packaging and our website and we don't use any harmful chemicals like paraben,” said Valia.
“As Secret Alchemist evolves, this feels like the right moment for us. It gives us the opportunity to build more deeply,” said Prabhu, cofounder of the brand, in a statement.
The products are available on the company’s direct-to-consumer website, ecommerce platforms such as Amazon, and quick commerce apps, including Blinkit. The company plans to expand its presence across more websites and apps in the coming days.
“Clean has already become a norm in beauty globally, and we are beginning to see fragrance follow the same trajectory. And Secret Alchemist is well positioned to lead this emerging category in India,” said Pawan Chaturvedi, partner and head of Asia at Unilever Ventures.
The round was a mix of primary and secondary capital. Of the total amount, $2.5 million was primary capital and the remainder was secondary, with a few early angel investors selling their stakes, cofounder Akash Valia told ET.
The company plans to use the capital for branding and marketing, to widen its product portfolio, and expand the team.
Secret Alchemist initially focused on various wellness products. However, since mid-2025, it has positioned itself as a fragrance-first brand. “Clean perfume is all about honesty. We have all the ingredients mentioned on the packaging and our website and we don't use any harmful chemicals like paraben,” said Valia.
“As Secret Alchemist evolves, this feels like the right moment for us. It gives us the opportunity to build more deeply,” said Prabhu, cofounder of the brand, in a statement.
The products are available on the company’s direct-to-consumer website, ecommerce platforms such as Amazon, and quick commerce apps, including Blinkit. The company plans to expand its presence across more websites and apps in the coming days.
“Clean has already become a norm in beauty globally, and we are beginning to see fragrance follow the same trajectory. And Secret Alchemist is well positioned to lead this emerging category in India,” said Pawan Chaturvedi, partner and head of Asia at Unilever Ventures.
