Samantha Ruth Prabhu's Secret Alchemist perfume brand crosses Rs 120 crore after health‑driven clean‑scent venture

Secret Alchemist, the perfume label co‑founded by actress Samantha Ruth Prabhu, Ankita Thadani and Akash Valia, reported revenue of more than Rs 120 crore, eight times its sales in the last eight months, Fashion Network said.

Business Milestone

The brand grew eightfold in eight months and crossed the Rs 120‑crore mark, a milestone Samantha called 'incredibly rewarding.'

Personal Journey

Samantha revealed that a Myositis diagnosis forced her to question her identity beyond work. Her doctor advised a cleaner lifestyle and warned about chemicals in traditional perfumes. She stopped using perfume for almost two years, later returning with a preference for clean scents, which led her to co‑create Secret Alchemist. She said the first venture she backed failed, teaching her more than later successes. The lessons helped shape the perfume line, which she says has no compromise on scent, only added cleanliness.

Other Ventures

Besides Secret Alchemist, Samantha co‑founds fashion label Saaki, is linked to Mile Collective activewear and Gataca supplements. She married filmmaker Raj Nidimoru in December 2025 and confirmed in June 2026 that she is expecting her first child. She said the health scare made her realize the importance of clean products for new mothers, noting that no one had asked her why perfumes are avoided around babies.

Context

Her 2026 film Maa Inti Bangaaram earned over Rs 100 crore worldwide, marking a box‑office comeback, while she also announced a pregnancy with her first child.