Now Reading: Secret Alchemist launches hair perfumes for fragrance layering
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Secret Alchemist launches hair perfumes for fragrance layering
Secret Alchemist has launched The Hair Alchemy, a collection of hair perfumes designed for fragrance layering. Co-founder Ankita Thadani says the brand, which began as a therapeutic aromatherapy label during the pandemic,…
The Story in Brief
Secret Alchemist has launched The Hair Alchemy, a collection of hair perfumes designed for fragrance layering. Co-founder Ankita Thadani says the brand, which began as a therapeutic aromatherapy label during the pandemic, scaled five times after pioneering clean perfumery and ingredient transparency. The new range features two scents, Mineral Sage from Himachal Pradesh and Mystic Santhal with Mysore sandalwood. Thadani credits actress Samantha Ruth Prabhu, a co-founder, for pushing the brand into clean fragrances given her own health condition. The brand aims to become India's answer to Diptyque by using Indian ingredients in globally relevant scents.
The Indian Opinion
Some may dismiss hair perfumes as another celebrity-backed fad, but Secret Alchemist has built its clean perfumery pitch on actual growth, the brand scaled five times during the pandemic. The real test is whether Indian consumers will adopt hair perfumes as a daily ritual beyond novelty. Watch if their ambition of becoming 'India's first Diptyque' translates into repeat purchases, not just launch buzz.
Source: newindianexpress.com
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