Secret Alchemist Launches The Hair Alchemy Hair Perfume Line

Beauty and wellness brand Secret Alchemist has launched a new hair perfume collection titled The Hair Alchemy, marking an expansion in its product lineup. Co-founded by Ankita Thadani and actor Samantha Ruth Prabhu, the brand developed the range to meet growing consumer demand for clean perfumery and fragrance layering.

The collection features two distinct scents: Mineral Sage and Mystic Santhal. Mineral Sage is designed for daytime use and contains sage sourced from Himachal Pradesh to deliver a fresh, grounding scent. Mystic Santhal is tailored for evening wear, blending Mysore sandalwood and jasmine to create a woodier, more intimate fragrance profile.

According to Thadani, hair perfumery was chosen because hair follicles retain scent longer than skin, making hair an ideal medium for fragrance layering. The products are also formulated to refresh hair between washes, offering practical benefits in humid urban climates.

Secret Alchemist was established during the COVID-19 pandemic as a therapeutic aromatherapy label addressing sleep issues, stress, and anxiety. The venture expanded rapidly, growing nearly five times after its initial release. Thadani, who worked as an architect for over seven years, designed the company’s original packaging and website during the pandemic, applying her architectural background to product aesthetics.

Thadani’s approach to fragrance was influenced by her mother’s use of essential oils, including homemade rosemary and curry leaf hair treatments, as well as remedies for skincare and endometriosis pain. Co-founder Samantha Ruth Prabhu prompted the brand's shift toward clean perfumery due to personal health conditions that prevented her from using standard synthetic perfumes. Prabhu remains directly engaged in ingredient selection, product development, and marketing strategies as the brand aims to establish itself as a clean fragrance house utilizing Indian ingredients.