In a world increasingly drawn to quick fixes and chemical-laden solutions, Secret Alchemist is a refreshing return to roots—where wellness is slow, intentional, and deeply personal. Born from a passion for natural healing and traditions, this homegrown brand blends aromatherapy with modern-day sensibilities to create products that are a sensory delight.
From natural, clean and vegan skin, body and hair care products, the brand has now forayed into one-of-its-kind clean fragrance space with three variants–Rose Oud, Madurai Jasmine, and Bergamot Nostalgia. Founded by Ankita Thadani, an architect by profession, and co-founded by the actor Samantha Ruth Prabhu, the brand has niche following among consumers who prefer clean formulations, no-fuss products and packaging and a brand that offers transparency and commitment to efficacy. Ahead of the launch of their clean fragrance range, we spoke to Samantha and Ankita to know about the new launch, the idea behind it and where the brand stand in this burgeoning market
MW: How do you think the idea of clean fragrance will be received by consumers?
Ankita: We believe the timing is right, and the response will be very positive. Consumers today are not only more informed, but also more mindful about what they apply on their skin. There’s growing awareness about the long-term effects of ingredients like phthalates, parabens, and synthetic dyes, especially in a category like fragrance, which is so personal and often used daily. Clean beauty isn’t just a trend anymore, it’s becoming a baseline expectation. With Clean Perfumes, we’re offering a sensorial experience that doesn’t compromise on safety or transparency. Our audience is ready for that shift and actively looking for cleaner, skin-conscious options that still feel indulgent and luxurious.
MW: From essential oils to fragrance, how did you think of it as the next step for the brand?
Ankita: Fragrance was always a natural extension of our journey. As a brand rooted in aromatherapy, our starting point has always been the therapeutic power of essential oils. These oils were never just about scent, they were about how they made you feel. Over time, we realized that our community was already associating our blends with emotional comfort and daily rituals. So the idea was what if we could take that same sensory depth and intention and bring it into perfumes? But do it differently without the chemicals that typically sit in most commercial fragrances. This launch is about creating everyday luxury that’s honest, skin-friendly, and deeply connected to our core purpose which is modern wellness, rooted in legacy.
MW: What do you think of this launch and why does it seem like an idea to go ahead with?
Samantha: This launch feels like a natural evolution, not just for the brand, but for me personally. Fragrance is something we all use daily, yet very few of us stop to consider what we’re actually putting on our skin. With clean beauty becoming more important than ever, launching a range of conscious, skin-safe perfumes just made sense. It’s not about following a trend; it’s about reimagining an everyday product through the lens of wellness and integrity.
With multiple brands in the market with similar ethos, how do you think this category by Secret Alchemist will stand out?
Ankita: At Secret Alchemist, clean isn’t just a claim — it’s a commitment. Our perfumes go beyond the usual natural positioning with full ingredient and allergen transparency, IFRA and EU-compliant formulations, and a base of grain-derived alcohol that’s gentle on skin. What truly sets us apart is our deep aromatherapy legacy and our science-led, skin-conscious approach to formulation. This is clean fragrance reimagined with honesty, integrity, and intention.
MW: What made you think to co-found a brand that has niche offerings like these?
Samantha: When I first experienced Secret Alchemist’s products, I was struck by their honesty and effectiveness. Secret Alchemist wasn’t trying to be everything to everyone—it was creating thoughtful, high-quality products that genuinely supported wellbeing. That kind of intention is rare. I felt an immediate connection to the philosophy, and I knew I wanted to be a part of building something that stood for honesty, simplicity, and care. Today, people are looking for brands that align with their values—and I truly believe there’s strength in creating something niche, meaningful, and rooted in wellness.
MW: How did you use your sensibilities and ideas in this launch?
Samantha: I’ve been gradually moving away from toxic products, whether it’s in my beauty routine, what I use at home, or what I put into my body. Perfume was one of the things I was really keen to clean up. I wear it almost every day, so it felt important to find a version that didn’t compromise on safety or scent. With this launch, I brought that same intention, to create something that smells beautiful but is also clean, thoughtful, and aligned with how I choose to live now.
MW: How do you balance the idea of wellness with your busy schedule? DId you try to sync it with the brand as well?
Samantha: I think real wellness is about creating moments of pause in a fast-moving life. You don’t need hours, you need awareness. That’s what we have tried to weave into Secret Alchemist. Whether it’s a calming mist, an essential oil roll-on, or now a clean perfume, these products are designed to fit into your daily rhythm effortlessly. For me, even a few spritzes of a scent that calms or uplifts me like the Madurai Jasmine or Bergamot Nostalgia can shift the energy of an entire day. That’s wellness in its simplest form, intentional, accessible, and deeply personal.
MW: When it comes to beauty and wellness brands in India, what do you think it is that the brands are still missing out on?
Ankita: Too many brands lean heavily on aspiration, but the real magic lies in simplifying wellness making it relatable, science-backed, and easy to integrate into everyday life. Aspirations are global, but lifestyles are still deeply local. Brands often miss the nuance between “what’s trending” and “what’s relevant.” There’s a thin line between selling a global concept vs. solving a local need. Beauty and wellness aren’t just about outcomes they’re about how they make you feel. The best brands in the future will be the ones that help people reclaim a sense of balance, not just flawless skin.
