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Secret Alchemist expands into personal care market with perfume launch

Aromatherapy-led wellness brand Secret Alchemist has expanded into the personal care category with the launch of its new Clean Perfumes range. The collection marks the brand's first foray into fragrance, reinforcing its commitment to mindful, skin-conscious formulations. 'This foray marks a significant milestone for us, as we continue to redefine wellness and beauty through clean, conscious formulations,' said brand co-founder Ankita Thadani in a press release. Co-founder and Bollywood celebrity Samantha Prabhu added, 'It's been such a beautiful process creating scents that are thoughtful, layered, and timeless.' Developed by co-founders Ankita Thadani and Samantha Ruth Prabhu, the Clean Perfumes are free from parabens, phthalates, synthetic dyes, and animal-derived ingredients. Each scent is vegan, cruelty-free, and made in FDA-approved, GMP-certified facilities that follow IFRA and EU standards. Formulated using therapeutic essential oils, plant-based alcohol, and IFRA-compliant ingredients, the perfumes are designed to be both sensorial and safe. The launch includes three gender-neutral scents: Rose Oud, a bold blend of pink pepper, Turkish rose, and oud; Madurai Jasmine, a soft mix of orange blossom, jasmine, and vanilla; and Bergamot Nostalgia, a fresh fusion of citrus, cherry blossom, and sandalwood. Each 100ml perfume is priced at Rs 999.