India, Jan. 13 -- Beauty and personal care (BPC) startup Secret Alchemist has raised $3 Mn (INR 27.1 Cr) in a seed funding round led by Hindustan Unilever's venture arm, Unilever Ventures. The round, which included a mix of primary and secondary transactions, saw participation from investor DSG Consumer Partners as well.

The D2C brand positions itself as a "clean" perfume retailer, with fragrances that are ingredient led and rooted in Indian aromatherapy and perfumery traditions. It plans to double down on this by utilising the fresh capital to expand its portfolio, invest in R&D and build its leadership and core team.

Founded by Ankita Thadani and Akash Valia in 2021 as an aromatherapy and essential oils based wellness brand, Secret Al...