FundTQ, a founder-first fundraising and transaction advisory platform, today announced the successful closure of a funding round for Secret Alchemist, a premium clean fragrance brand, led by Unilever Ventures, with participation from DSG Consumer Partners. FundTQ acted as the strategic advisor to the company throughout the fundraising process, supporting the founders from early-stage preparation through to final deal execution.
The transaction marks a significant milestone for Secret Alchemist as it accelerates its growth journey in India’s rapidly evolving beauty and personal care market. The capital raised will be deployed across brand building, portfolio expansion, talent acquisition, and operational scale-up, enabling the company to strengthen its presence in the premium fragrance segment while continuing to focus on clean, conscious product formulations.
Secret Alchemist was co-founded by actor Samantha Ruth Prabhu, along with Ankita Thadani and Akash Valia, with the vision of creating a modern fragrance brand rooted in transparency, quality, and long-term consumer trust. Since inception, the brand has focused on crafting thoughtfully designed fragrances that resonate with a new generation of consumers seeking authenticity, premium quality, and conscious choices.
Over time, Secret Alchemist has steadily carved out a distinctive identity in the Indian fragrance landscape, balancing creative storytelling with disciplined execution. The brand’s approach to product development, customer engagement, and community-building has helped it establish early traction and brand recall in a competitive category.
This latest funding round is expected to provide the resources needed to deepen consumer engagement, expand the product portfolio, invest in research and development, and build a strong internal team to support future growth initiatives.
FundTQ partnered closely with the Secret Alchemist founding team across every stage of the fundraising lifecycle. The engagement began with strategic positioning and readiness, including refining the company’s narrative, strengthening financial models, and preparing investor-facing materials. As the process progressed, FundTQ supported the founders through investor outreach, multiple rounds of discussions, diligence coordination, and final deal structuring.
FundTQ’s advisory approach emphasized founder alignment, clarity of vision, and long-term value creation rather than short-term capital optimization alone. By working in close collaboration with the founders, the FundTQ team ensured that the fundraising process remained focused, structured, and efficient, while allowing the founders to continue prioritizing business execution.
Throughout the transaction, FundTQ leveraged its strong network of institutional, strategic, and consumer-focused investors to facilitate meaningful conversations aligned with Secret Alchemist’s growth ambitions. The successful outcome reflects not only the strength of the brand but also the importance of disciplined preparation and thoughtful investor matching.
For early- and growth-stage founders, fundraising is often a deeply involved and learning-intensive process. The Secret Alchemist founders have highlighted the importance of having an advisory partner who understands both the emotional and strategic dimensions of fundraising.
From pitch refinement and financial planning to navigating investor conversations and negotiations, the FundTQ team worked as an extension of the founding team. This hands-on and founder-first approach enabled the founders to approach the process with greater clarity, confidence, and focus, particularly during critical decision-making moments.
The collaboration underscored the value of having a structured fundraising framework that balances speed with quality, while maintaining transparency and trust across all stakeholders involved.
The participation of Unilever Ventures and DSG Consumer Partners reflects strong investor conviction in Secret Alchemist’s vision, execution capability, and market opportunity. As strategic and consumer-focused investors, their involvement is expected to provide not just capital support but also access to deep sector expertise, operational insights, and long-term partnership opportunities.
FundTQ played a key role in ensuring alignment between the founders and incoming investors, facilitating open dialogue around growth expectations, governance, and long-term strategy. This alignment is critical in building enduring partnerships that support sustainable business growth beyond the fundraising event itself.
Commenting on the transaction, the FundTQ team shared that Secret Alchemist stood out early in the process due to the founders’ clarity of thought, strong consumer understanding, and long-term mindset.
“Secret Alchemist is a brand built with intent and discipline. From our initial conversations, it was evident that the founders had a clear vision for the brand and a deep understanding of their consumer. Working alongside founders who are deeply involved, open to feedback, and relentless in execution makes a meaningful difference in the fundraising journey. We are grateful to the Secret Alchemist team for trusting FundTQ as their advisory partner and are excited to see the brand scale with the support of strong, aligned investors.”
This transaction further reinforces FundTQ’s commitment to being more than just a fundraising intermediary. The firm positions itself as a long-term partner to founders, supporting them through critical growth milestones with strategic guidance, execution support, and access to a curated investor ecosystem.
The successful fundraise for Secret Alchemist also reflects broader momentum within India’s consumer and beauty startup ecosystem. As consumer preferences evolve toward premium, clean, and purpose-driven brands, founders who combine strong storytelling with operational rigor are increasingly attracting high-quality institutional and strategic capital.
FundTQ continues to work with startups and growth-stage companies across sectors, helping them navigate complex fundraising environments while staying focused on building resilient, scalable businesses. The firm’s emphasis on preparation, alignment, and founder trust has positioned it as a preferred advisory partner for companies seeking thoughtful capital rather than transactional outcomes.
With fresh capital and strategic investor backing, Secret Alchemist is well-positioned to accelerate its growth plans and strengthen its footprint in the premium fragrance category. FundTQ remains committed to supporting the founders as they scale the business and pursue long-term value creation.
This transaction serves as a reminder that successful fundraising is not solely about securing capital, but about building the right partnerships, maintaining strategic clarity, and executing with consistency over time.
FundTQ is a founder-first fundraising and transaction advisory platform that partners with startups and growth-stage companies to support fundraising strategy, investor engagement, and deal execution. With a focus on preparation, alignment, and long-term value creation, FundTQ works closely with founders to help them navigate complex fundraising processes and build meaningful investor partnerships.
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