Secret Alchemist

Secret Alchemist is a Mumbai-based, holistic wellness and self-care brand specializing in metamorphic clinical aromatherapy. The company leverages a 30-year legacy in aromatherapy to deliver premium, natural and sustainable wellness products. Secret Alchemist’s mission is to make aromatherapy an essential part of everyday wellness, transforming personal care into purposeful rituals that nurture mind, body, and spirit.

Core Products & Services

• Aromatherapy Roll-ons & Oils: Targeted blends for sleep, anxiety, migraine, cold relief and relaxation.

• Therapeutic Creams, Mists and Shower Gels: Infused with pure-grade essential oils for daily well-being.

• Pain Management & Wellness Solutions: Products for joint pain, premenstrual tension, cellulite and more.

• Hair & Skin Care: Essential oil-based hair oils, skin gels and holistic beauty solutions.

• Gift Kits & Bulk Orders: Curated wellness kits for gifting and bulk orders for corporates or events.

• Consultations: Access to certified aromatherapists for personalized wellness guidance.

Unique Value Proposition

• Clinical Aromatherapy: Focus on metamorphic, science-backed essential oil blends for holistic healing.

• Sustainability: Products are cruelty-free, non-toxic and use premium, natural ingredients.

• Handcrafted & Fresh-to-Order: Ensures potency, efficacy, and a personalized touch.

• Celebrity Advocacy: Co-founder Samantha Ruth Prabhu’s personal wellness journey and influence help drive brand trust and awareness, especially in South India.

Business Model & Revenue Streams

• Direct-to-Consumer (D2C) Sales (70%): Products are sold through the brand’s own e-commerce website, allowing for higher margins, greater customer engagement, and control over the brand experience.

• Marketplace Sales (30%): Available on major platforms such as Nykaa, Amazon, Tata Cliq, Cred, Blinkit, and Pharmeasy, expanding reach and accessibility.

• Bulk & Corporate Orders: Offers wellness kits and bulk products for events, gifting, and corporate wellness initiatives.

• Consultations & Services: Provides personalized aromatherapy consultations with certified experts for an additional fee or as part of premium packages.

Customer Segmentation

• B2C: Urban, health-conscious consumers seeking natural, holistic wellness and self-care solutions.

• B2B: Corporates, wellness centers and event organizers looking for bulk wellness kits and gifts.

Growth Strategy

• Product Innovation: Continuous expansion of the product line, including new essential oil blends, creams, mists, and shower gels.

• Brand Building: Leveraging celebrity co-founder Samantha Ruth Prabhu for marketing, especially in South India and investing in digital and offline brand awareness campaigns.

• Omnichannel Expansion: Increasing marketplace presence and preparing for offline retail entry to allow customers to experience products firsthand.

• International Expansion: Targeting global markets in Europe, UAE and the US to tap into growing demand for Ayurvedic and aromatherapy-based wellness products.

• Sustainability Initiatives: Commitment to cruelty-free, non-toxic, and eco-friendly products and packaging.