Samantha Prabhu joins Secret Alchemist as co-founder, raises $500,000 in funding

Secret Alchemist, a holistic aromatherapy-based wellness brand, has onboarded versatile actress Samantha Prabhu as a co-founder.  

The startup also raised $500,000 in a seed funding round led by Inflection Point Ventures (IPV), a Gurugram-based angel investment firm.

Focusing on growth and ramping up marketing efforts

Secret Alchemist said the latest investment would help with further growth, ramping up marketing efforts while increasing brand presence, customer reach, and awareness.

“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," 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 specialising in aromatherapy-driven wellness solutions.

With a focus 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 everyday wellness,” said Ankita Thadani.

“We aim to educate and inspire more people about the transformative healing properties of essential oils through purpose-driven personal care products."

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, the release notes.

Subscribe to our newsletter for a daily roundup of the startup ecosystem.

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 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," 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 bring true well-being. I’m proud to be a part of this journey," Samantha added.

"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,” Ankit added.

Aiming to tap into the beauty and personal care market

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 said it aims to tap into this high-growth niche, targeting consumers who seek sustainable, natural, and wellness-focused products.