India : Secret Alchemist, India’s first clean perfume brand, has crossed the ₹120 crore revenue mark after scaling 8x in the last eight months. On October 21, co-founders Samantha Ruth Prabhu, Ankita Thadani and Akash Valia will come together in Mumbai to introduce the brand’s new 50ml ‘Signature Size’, bringing its existing Signature collection to a format designed for the modern consumer.
Priced at ₹1,999, the 50ml size is designed to sit between a trial size and a full bottle. The move comes as fragrance habits in India are changing, with more consumers building fragrance wardrobes and wearing different scents across their day.
The collection contains 25% or more concentration of essential oils and are made to deliver a richer, longer-lasting scent. True to Secret Alchemist’s clean promise, they are paraben-free, phthalate-free and IFRA-certified, with full ingredient and allergen disclosure.
For decades, perfume in India was a special-occasion purchase, saved for a wedding or a big meeting. That is changing fast. A growing share of urban consumers now wear more than one fragrance a day, a habit the industry has started calling “perfume maxing” or “fragrance wardrobing”.
Secret Alchemist carries a 35-year legacy in aromatherapy and wellness and has been focused on clean fragrances since 2022. Its pivot into perfumery in 2025 became the brand’s core growth engine, taking it from an aromatherapy-led label to a ₹100+ Cr aromatherapy-based fragrance business in eight months.
“Crossing ₹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 ₹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. The Signature collection has continued to evolve, and I’m excited for more people to experience its newest expression,” said Samantha Ruth Prabhu, Co-founder, Secret Alchemist.
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