Secret Alchemist’s Hair Alchemy puts a new spin on fragrance layering and everyday hair care

Hair fragrance is moving beyond the occasional spritz and becoming part of a more deliberate beauty ritual. As fragrance enthusiasts experiment with layering scents across the body, hair perfumes are emerging as a way to add another dimension to a personal fragrance profile.

Indian fragrance and wellness brand Secret Alchemist is tapping into this growing interest with The Hair Alchemy, a collection designed to complement existing perfumes while giving hair a subtle, lingering scent.

From aromatherapy to modern perfumery

For Secret Alchemist co-founder Ankita Thadani, the connection between fragrance and wellness began long before she entered the beauty industry.

Growing up around essential oils, she was introduced to aromatherapy through her mother and recalls homemade hair oils made with ingredients such as rosemary and curry leaves. Those early experiences shaped her belief that scent could be associated with both sensory pleasure and wellbeing.

Her professional background is also reflected in the brand’s visual identity. Thadani trained as an architect and worked in the field for more than seven years before moving into entrepreneurship. She says her understanding of aesthetics, proportion and balance continues to influence the way Secret Alchemist approaches packaging and storytelling.

The brand itself emerged during the pandemic, initially focusing on aromatherapy products aimed at everyday concerns such as sleep and stress. From there, it expanded into clean perfumery and positioned ingredient transparency as an important part of its offering.

Why hair perfume is gaining attention

The idea behind The Hair Alchemy came from consumers looking for ways to make fragrance more personal.

Rather than relying on one perfume, fragrance layering allows people to combine different scents and develop a profile that feels more individual. Hair provides another surface for that ritual, particularly when people want to refresh their scent between washes.

Thadani describes hair perfume as a final step before heading out, complementing the fragrance already applied to the skin.

The category also appeals to consumers who want fragrance to become part of their overall beauty routine rather than remaining a separate product.

Two scents, two different moods

The Hair Alchemy collection currently includes Mineral Sage and Mystic Santhal, each designed around a different fragrance personality.

Mineral Sage takes a fresher and more grounded approach, with sage sourced from Himachal Pradesh at its centre. It is positioned as a daytime fragrance with a clean, refreshing character.

Mystic Santhal, meanwhile, leans towards a warmer and more intimate profile. Mysore sandalwood and jasmine give the fragrance a distinctly woody-floral character suited to evening wear.

The contrast allows consumers to choose a scent according to their mood, occasion or existing perfume.

Samantha Ruth Prabhu’s role in the brand

Actor and entrepreneur Samantha Ruth Prabhu, who is associated with Secret Alchemist as a co-founder, has also played a role in shaping the brand’s direction.

According to Thadani, Prabhu’s interest in clean perfumery helped influence the company’s approach to fragrance. Her personal sensitivity to conventional perfumes encouraged the team to explore alternatives and focus more closely on ingredients.

Thadani says Prabhu remains involved in product development, marketing discussions and ingredient-related conversations.

Building an Indian fragrance identity

Secret Alchemist’s larger ambition extends beyond hair fragrance. The brand wants to develop products that combine international fragrance sensibilities with ingredients and stories originating in India.

Thadani has described the long-term vision as building an Indian fragrance house with global relevance, while retaining a focus on clean formulations and transparency.

For consumers, the rise of products such as The Hair Alchemy reflects a broader change in how fragrance is being approached. Perfume is increasingly becoming less about wearing a single signature scent and more about creating a layered, personalised sensory experience.

As fragrance rituals continue to evolve, hair perfume could become another everyday beauty essential—particularly for those looking to make their scent last while adding a more individual touch to their routine.