Secret Alchemist, an aromatherapy-based holistic wellness brand, has brought on board versatile actress Samantha Prabhu as co-founder.
The startup also raised $500,000 in a seed. funds round led by Tipping Point Companies (IPV), a Gurugram-based angel investment firm.
Focus on growth and increase marketing efforts
Secret Alchemist said the latest investment would help further growth, intensifying marketing efforts while increasing brand presence, customer reach and awareness.
“The beauty segment in India saw a boom in the 90s, which unfortunately brought with it unrealistic standards. Secret Alchemist is redefining this by promoting conscious, affordable products that promote wellness and relaxation. IPV believes in the strong foundation of the team and is committed to supporting its sustainable growth,” said Vinay Bansal, Founder and CEO of Inflection Point Ventures.
Who are the founders?
Founded by Sumi Thadani and now led by Ankita Thadani, Akash Valia and Samantha Ruth Prabhu, Secret Alchemist is a personal care brand that specializes in aromatherapy-based wellness solutions.
Focusing on Ayurvedic practices and essential oils, the startup offers innovative, cruelty-free and sustainable products designed to address modern lifestyle ailments such as stress and anxiety.
“At Secret Alchemist, our vision is to make aromatherapy an essential part of daily well-being,” said Ankita Thadani.
“Our goal is to educate and inspire more people about the transformative healing properties of essential oils through purpose-driven personal care products.”
The product portfolio will also be expanded with pure grade essential oils for a holistic wellness experience in the form of creams, mists and shower gels, according to the release notes.
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Samantha highlights her personal journey
“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 how much Western healers used the power of essential oils to create well-being. It made a big difference to my health because when I came back I started looking for a brand I could trust,” said Samantha Prabhu, co-founder of Secret Alchemist.
“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 provide true well-being. “I’m proud to be a part of this journey,” Samantha added.
“Samantha’s personal journey with aromatherapy aligns perfectly with our philosophy of addressing wellness at its roots, and together we plan to use 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,” Ankit added.
With the aim of accessing the beauty and personal care market.
The beauty and personal care market in India is valued at $31.5 billion, with a strong year-on-year growth of 30%. The $2.6 billion direct-to-consumer (D2C) body care segment is expanding rapidly.
Secret Alchemist said it aims to tap into this high-growth niche, targeting consumers looking for sustainable, natural and wellness-focused products.
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