Secret Alchemist Company Profile

Background

Overview

Secret Alchemist is a Mumbai-based wellness and self-care brand specializing in clinical aromatherapy. Founded in 2021 by Ankita Thadani and Akash Valia, the company leverages a 30-year legacy in aromatherapy to offer premium, natural, and sustainable wellness products. In October 2024, actress Samantha Ruth Prabhu joined as a co-founder, bringing her personal experience with aromatherapy to the brand.

Mission and Vision

The brand's mission is to make aromatherapy an essential part of everyday wellness, transforming personal care into purposeful rituals that nurture the mind, body, and spirit. Secret Alchemist aims to educate and inspire individuals about the transformative healing properties of essential oils through purpose-driven personal care products.

Industry Significance

Operating within the wellness and personal care industry, Secret Alchemist addresses modern lifestyle ailments such as stress and anxiety by offering holistic solutions rooted in Ayurvedic principles. The brand's focus on natural, sustainable, and non-toxic products positions it as a significant player in the growing wellness market.

Key Strategic Focus

Core Objectives

Product Innovation: Continuously expanding the product line to include new essential oil blends, creams, mists, and shower gels.

Brand Building: Leveraging celebrity co-founder Samantha Ruth Prabhu for marketing, especially in South India, and investing in digital and offline brand awareness campaigns.

Omnichannel Expansion: Increasing marketplace presence and preparing for offline retail entry to allow customers to experience products firsthand.

International Expansion: Targeting global markets in Europe, UAE, and the US to tap into growing demand for Ayurvedic and aromatherapy-based wellness products.

Areas of Specialization

Secret Alchemist specializes in clinical aromatherapy, offering products such as roll-ons, creams, mists, shower gels, and hair and skin care solutions. The brand emphasizes the use of pure-grade essential oils and Ayurvedic principles to promote holistic wellness.

Key Technologies Utilized

The company employs traditional Ayurvedic formulations combined with modern manufacturing techniques to create its products. This approach ensures the efficacy and safety of their offerings while maintaining the integrity of ancient wellness practices.

Primary Markets Targeted

Secret Alchemist primarily targets urban, health-conscious consumers seeking natural, holistic wellness and self-care solutions. The brand also aims to expand its reach to international markets, including Europe, the UAE, and the US, to cater to the growing global demand for Ayurvedic and aromatherapy-based products.

Financials and Funding

Funding History

In October 2024, Secret Alchemist raised $500,000 in a seed funding round led by Inflection Point Ventures (IPV), with participation from Siddharth Shah, founder of Pharmeasy, and Rishubh Satiya, founder of Plix.

Utilization of Capital

The funds are intended to enhance marketing strategies, expand brand presence, increase customer reach, and diversify the product portfolio to include pure-grade essential oils in forms like creams, mists, and shower gels.

Pipeline Development

Key Pipeline Candidates

Secret Alchemist is focusing on expanding its product line to include:

Clean Perfumes: Launched in June 2025, the brand introduced a new line of clean perfumes made with therapeutic essential oils, plant-based alcohol, and IFRA-compliant ingredients.

Stages of Development

The clean perfumes were launched in June 2025, marking the brand's first foray into the fragrance segment.

Target Conditions

The clean perfumes aim to provide a safe and luxurious olfactory experience while adhering to the brand's commitment to clean, conscious formulations.

Anticipated Milestones

The brand anticipates expanding its product offerings further and increasing its market presence in the coming years.

Technological Platform and Innovation

Proprietary Technologies

Secret Alchemist utilizes proprietary formulations based on Ayurvedic principles, combining traditional knowledge with modern manufacturing techniques to create effective and safe wellness products.

Significant Scientific Methods

The brand employs clinical aromatherapy methods, focusing on the therapeutic use of essential oils to address various wellness concerns.

Leadership Team

Key Executives

Ankita Thadani: Co-founder, leading the brand's vision and product development.

Akash Valia: Co-founder, overseeing operations and strategic growth initiatives.

Samantha Ruth Prabhu: Co-founder, bringing her personal experience with aromatherapy and celebrity influence to the brand.

Professional Backgrounds and Contributions

Ankita Thadani: With a background in holistic wellness, Ankita co-founded Secret Alchemist to make aromatherapy an integral part of daily life.

Akash Valia: Formerly the Vice President of Growth at Pharmeasy, Akash brings expertise in scaling operations and driving growth strategies.

Samantha Ruth Prabhu: A renowned actress with a personal journey in aromatherapy, Samantha's involvement aligns with the brand's philosophy of addressing wellness at its roots.

Competitor Profile

Market Insights and Dynamics

The wellness 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.

Competitor Analysis

Key competitors in the wellness and personal care space include:

VMax Wellness: Estimated annual revenue of $26.7 million with 191 employees.

Good Health Company: Estimated annual revenue of $27.4 million with 196 employees.

Wellbeing Nutrition: Estimated annual revenue of $17.5 million with 125 employees.

These competitors offer a range of wellness products and services, contributing to a dynamic and competitive market landscape.

Strategic Collaborations and Partnerships

The partnership with Inflection Point Ventures (IPV) has provided Secret Alchemist with the necessary funding to scale operations and expand its product offerings. Additionally, the involvement of celebrity co-founder Samantha Ruth Prabhu enhances brand visibility and credibility, particularly in the South Indian market.

Operational Insights

Secret Alchemist's direct-to-consumer (D2C) sales model allows for higher margins, greater customer engagement, and control over the brand experience. The brand also leverages major e-commerce platforms such as Nykaa, Amazon, Tata Cliq, Cred, Blinkit, and Pharmeasy to expand its reach and accessibility.

Strategic Opportunities and Future Directions

Secret Alchemist is well-positioned to tap into the high-growth wellness and personal care market by focusing on product innovation, brand building, and omnichannel expansion. The brand's commitment to sustainability and clean formulations aligns with consumer trends favoring natural and non-toxic products. Future opportunities include expanding the product line, increasing market presence, and exploring international markets to cater to the growing global demand for Ayurvedic and aromatherapy-based wellness products.