Fragrances gets a wellness upgrade with Secret Alchemist’s Clean Range

What if your perfume did more than just smell good? What if it was actually good for your skin? That’s the philosophy behind Secret Alchemist’s latest launch, a line of Clean Perfumes that are as safe and transparent as they are luxurious.

Founded over 35 years ago by Sumi Thadani, Secret Alchemist has always led the way in holistic wellness with its aromatherapy-led approach. Now, with Samantha Ruth Prabhu stepping in as co-founder and Ankita Thadani at the helm, the brand has launched a new range of clean fragrances.  Free from nasties like phthalates, parabens, and synthetic dyes, these vegan, cruelty-free perfumes are carefully crafted with essential oils and plant-based alcohol. And they don’t just smell divine, they’re designed to be safe, skin-friendly, and emotionally resonant.

We sat down with Ankita Thadani to talk about the inspiration, challenges, and future of clean, wellness-led perfumery.

What urged you to launch a fragrance?

Fragrance has always been deeply personal to me. It’s memory, emotion, and energy. When Secret Alchemist spoke to me about clean perfumes that don’t just smell beautiful but are also safe and honest, it instantly resonated. Ankita and I share a deep passion for essential oils and clean, conscious products, and that naturally led us to start brainstorming what our next launch could look like. I wanted to be part of creating something that felt like a reflection of who I am — conscious, intentional, and connected.

Can you tell us about the fragrance notes and the inspiration?

Each fragrance in the collection has been thoughtfully crafted to evoke a distinct emotion and energy. Rose Oud is sultry and bold, with Turkish rose, pink pepper, and oud coming together to create a quietly powerful scent — one that turns heads without trying too hard. Madurai Jasmine captures the essence of quiet strength and subtle grace. Blending orange blossom, Indian jasmine, and vanilla, it feels deeply rooted, soft, and inherently feminine. Bergamot Nostalgia, on the other hand, is bright, fresh, and free-spirited — the kind of scent that feels like a burst of sunshine, filled with lightness and possibility.

How did you come up with the name of the fragrance?

With everything we create, there’s always intention behind it. We think deeply about how it makes you feel and the story it tells. Naming each fragrance was no different. Ankita, with her deep-rooted expertise in essential oils, brought that same philosophy to this range, ensuring that each name reflects not just the notes, but the emotion, the energy, and the place the scent transports you to. Secret Alchemist has always been a pioneer in therapeutic blends, and this was about bringing that legacy into the world of fine fragrance.

What does a clean fragrance mean to you?  How is your clean perfume different from conventional perfumes on the market?

For me, clean means honest,

knowing exactly what goes on your skin. Our perfumes are free of phthalates, parabens, sulfates, synthetic dyes, and animal by-products. We use therapeutic essential oils and grain-derived alcohol in formulations that are skin-safe, vegan, cruelty-free, and IFRA-compliant. We also share a full allergen list for everyone to view, so each customer can make an informed, conscious decision before buying. Our ingredients are carefully chosen to be free from known hormone and endocrine disruptors. That kind of transparency and integrity is still rare in perfumery—and that’s what sets us apart.

Were there any challenges in creating a perfume using only essential oils and grain-derived alcohol?

 Creating a perfume that’s both clean and luxurious came with its own set of challenges. Essential oils are beautiful, but they’re also delicate — they can shift with each harvest, and that made consistency a real puzzle. We spent months in R&D, balancing the right notes, ensuring IFRA compliance, and still keeping it skin-safe and therapeutic. Using grain-derived alcohol was a conscious choice — clean inside and out — but we had to refine the base so the fragrance would not only smell beautiful but also last long on the skin. One thing we were very sure about was accessibility. Clean beauty shouldn’t come at an unreasonably steep price. We wanted this range to feel elevated, but still affordable — something that could be part of your everyday ritual, not just a luxury reserved for a few. Every decision came down to safety, transparency, performance, and purpose. And honestly, it’s been one of our most rewarding formulations yet.

Do you think clean beauty and wellness-led fragrances are the future of perfumery?

People are asking better questions — they want to know what’s inside their products, and rightly so. Beauty today isn’t just about how you look, it’s about how it makes you feel, and how safe it is for your body. Clean, wellness-led perfumery taps into that shift. It’s not just a trend — it’s a mindset, and it’s the future. Functional fragrance and clean beauty have grown internationally, but we felt there was a gap in India. We wanted to bring that movement here in a way that’s honest, transparent, and accessible to the masses. I’m so proud that Secret Alchemist is helping make that happen, thoughtfully and without compromise