Clean perfume brand Secret Alchemist has crossed Rs 120 crore in revenue after growing 8x in the last eight months. The brand is also introducing a new 50ml ‘Signature Size’ for its existing Signature collection today. Priced at Rs 1,999, the new format is meant to sit between a trial size and a full bottle.
The brand says the launch reflects changing fragrance habits in India, where more consumers are building “fragrance wardrobes” and wearing different scents through the day.
What’s in the bottle
The Signature collection is made with rare Indian ingredients from homegrown plantations, including vetiver, patchouli, saffron and tuberose. The fragrances contain 25% or more essential oils, which the company says gives a richer, longer-lasting scent. They are paraben-free, phthalate-free and IFRA-certified, with full ingredient and allergen disclosure.
A pivot that paid off
Secret Alchemist was founded by Ankita Thadani and Akash Valia, with actress Samantha Ruth Prabhu joining as co-founder in 2024. The brand has a 35-year legacy in aromatherapy and wellness and has focused on clean fragrances since 2022. Its move into perfumery in 2025 became its core growth engine, taking the brand from an aromatherapy-led label to a Rs 100+ crore aromatherapy-based fragrance business in eight months.
“Crossing Rs 120 crore in eight months tells us Indian consumers are ready for clean fragrance at scale. Scaling the Signature collection in a new format is the next step, celebrating a luxury range made with rare Indian ingredients from homegrown plantations, at a price that makes premium clean perfume accessible. Next, we want to take this into new product categories, new geographies and a much stronger offline presence,” said Akash Valia, Co-founder, Secret Alchemist.
“We didn’t set out to build just another perfume brand. We set out to build one consumers could trust with something they put on their skin every day. The Signature collection takes that promise into luxury. Vetiver, patchouli, saffron and tuberose are some of India’s most precious ingredients, and we wanted to celebrate them in their purest, cleanest form,” said Ankita Thadani, Co-founder, Secret Alchemist.
“Crossing Rs 120 crore is a proud moment for all of us. More than anything, it tells us that what we’re building at Secret Alchemist is connecting with people, and that means a lot. We’ve always believed that India has the ingredients, heritage and creativity to build a fragrance brand that can stand alongside the best in the world, without compromising on our clean philosophy,” said Samantha Ruth Prabhu, Co-founder, Secret Alchemist.
Secret Alchemist sells direct-to-consumer, on Amazon, Nykaa, Flipkart, Blinkit and Swiggy Instamart, and through offline stores.
