Mumbai-based D2C fragrance brand Secret Alchemist is expanding its footprint in India’s premium perfume market as consumer demand grows for clean, ingredient-conscious fragrance products.
Founded by Ankita Thadani, Akash Valia, and actress Samantha Ruth Prabhu, the company positions itself as a domestic alternative to international premium perfume brands. Its product portfolio includes fragrances priced between ₹1,500 and ₹3,000, targeting consumers seeking higher-quality offerings between budget Indian brands and entry-level global labels.
Speaking at the launch of the company’s latest fragrance, Sandalwood Nostalgia, in Chennai, co-founder Ankita Thadani said the brand follows a “clean” formulation philosophy centred on carefully selected ingredients rather than marketing products as entirely natural.
According to Thadani, Secret Alchemist uses therapeutic-grade essential oils, safe synthetic ingredients, and cleaner alcohol alternatives instead of formulations that rely heavily on petroleum-derived alcohols and additives, which she said can contribute to allergies, skin irritation, and migraines.
The company reported that its business grew more than eightfold in FY26 compared to FY25 and expects a similar growth trajectory during FY27. To support this expansion, Secret Alchemist plans to launch new fragrances while entering adjacent categories, including hair perfumes.
Alongside product expansion, the company is strengthening its omnichannel presence. Around 65% of sales currently come through its own website, with the remaining revenue generated through online marketplaces. Secret Alchemist is also expanding across e-commerce and quick commerce platforms while increasing its offline presence through kiosks in major shopping malls.
The brand’s customer base remains predominantly female, with women contributing around 75% of total sales, primarily within the 28–38 age group. However, the company continues to position its fragrance portfolio as gender-neutral.
Secret Alchemist operates its own research and development laboratory in Mumbai, where fragrance formulations are developed, while commercial manufacturing is carried out through contract manufacturing partners.
Earlier this year, the company also raised $3 million in funding led by Unilever Ventures, with the capital being deployed towards expanding inventory and strengthening marketing initiatives as it scales its premium fragrance business.
Source: Based on reporting by Businessline, with additional editorial adaptation and analysis.
