Mumbai, India – Actress Samantha Prabhu has made a strategic investment in direct-to-consumer (D2C) wellness startup Secret Alchemist, marking her fourth foray into the Indian startup ecosystem. Along with the undisclosed investment, Prabhu has also taken on the role of co-founder at the aromatherapy-focused brand.
Founded in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist offers a range of wellness products centered around essential oils and holistic well-being. The startup plans to utilize the fresh capital to boost marketing efforts, strengthen brand presence, and expand its customer reach.
“Samantha’s personal journey with aromatherapy perfectly aligns with our philosophy of addressing wellness at its roots,” said Ankita Thadani, co-founder of Secret Alchemist. “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.”
Prior to Prabhu’s investment, Secret Alchemist raised $500,000 in a seed round led by Inflection Point Ventures (IPV), with participation from Pharmeasy founder Siddharth Shah and Plix founder Rishubh Satiya. The startup offers a variety of handcrafted products, including roll-ons, candles, pain relief solutions, hair care, and skincare items. It also provides consultations with certified aromatherapists and bulk order options.
The Indian beauty and personal care market is valued at $31.5 billion, growing at a robust 30% year-on-year. Secret Alchemist is well-positioned to tap into the rapidly expanding $2.6 billion D2C body care segment, targeting consumers who seek sustainable, natural, and wellness-focused products.
Prabhu’s involvement in Secret Alchemist aligns with a growing trend of Indian startups attracting actors and celebrities as investors and co-founders. Her presence brings a deep connection to wellness and adds vital influence in the South Indian markets. In 2023, over 19 celebrity figures invested in 26 startups, setting a record for celebrity investments in the Indian startup ecosystem.
“When I was on my healing journey and went for treatment abroad, aromatherapy became an unexpected source of comfort and healing for me,” Prabhu shared. “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. And that’s when I found Secret Alchemist.”
Secret Alchemist’s mission to make aromatherapy accessible and impactful for everyone resonates with the growing consumer demand for natural, sustainable, and wellness-focused products. With Prabhu’s star power and the startup’s focus on innovation and quality, Secret Alchemist is poised to make a significant impact in the personal care industry.
The addition of Samantha Prabhu as a co-founder and investor in Secret Alchemist not only brings valuable resources and influence to the startup but also highlights the increasing attractiveness of the Indian D2C wellness space for celebrity engagement. As more startups prioritize natural, sustainable, and wellness-focused products, the trend of celebrity involvement in this sector is likely to continue, driving innovation and growth in the Indian startup ecosystem.
