Secret Alchemist, the aromatherapy-driven wellness brand known for its holistic approach to self-care, has announced its expansion into the personal care category with the launch of a new line of Clean Perfumes. The debut marks a major milestone for the brand, reinforcing its commitment to safe, conscious, and skin-friendly formulations.
Founded by Ankita Thadani, Samantha Ruth Prabhu, and Akash Valia, Secret Alchemist has been rooted in aromatherapy traditions for over two decades. Formerly known as 24 Carat Remedies, the brand has long championed handcrafted, therapeutic products that address modern-day stress and encourage everyday well-being. This latest venture into fragrance aims to create mindful sensory experiences while staying true to its core values.
“Our foray into fragrance is a natural extension of our belief in holistic living,” said Ankita Thadani. “These scents are clean, conscious, and crafted with intent.” Co-founder and acclaimed actress Samantha Ruth Prabhu added, “It’s been such a meaningful process to develop perfumes that feel thoughtful, timeless, and healing.”
The Clean Perfumes are made with therapeutic essential oils, plant-based alcohol, and IFRA-compliant ingredients. They are 100% vegan, cruelty-free, and formulated without harmful chemicals like parabens, phthalates, or synthetic dyes. Produced in FDA-approved, GMP-certified facilities, the perfumes meet EU safety standards while offering a luxurious olfactory experience.
The launch includes three gender-neutral scents:
- Rose Oud: a rich blend of pink pepper, Turkish rose, and oud.
- Madurai Jasmine: a soft and floral mix of orange blossom, jasmine, and vanilla.
- Bergamot Nostalgia: a refreshing fusion of citrus, cherry blossom, and sandalwood.
Each 100ml bottle is affordably priced at ₹999, making luxury wellness accessible.
With this new chapter, Secret Alchemist invites consumers to explore wellness through scent—one mindful spritz at a time.