Plum Goodness
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About Company


Born in 2013, brainchild of Shankar Prasad, an IIT-ISB Alum, Plum is India’s 1st 100% vegan beauty brand with a strong portfolio of Peta approved cruelty-free & non-toxic products in skincare, haircare, personal care & makeup. All our products are formulated with ‘good science’ — a combination of the richest sources of natural nutrients and research-backed actives, and come in recyclable packaging, adhering to our brand ethos of ‘goodness that delivers.’ Plum is driven by a strong leadership & investor team focused on building value for – People, the Planet & Profit-sharing participants.

With over 500 SKUs, we have steadily built our customer base on both online & offline platforms. In addition to being among the top new-age beauty brands online with presence in 15 countries, our products now reach over 300 towns & cities in India, through 1300+ assisted outlets, and over 13,000 unassisted outlets – growing month-on-month. We are one of the fastest growing beauty & personal care brands on key online marketplaces. Under our latest initiative Project Blackboard, part of the proceeds of every Plum product purchase goes towards girl child education.

Plum is part of Pureplay Skin Sciences (India) Pvt. Ltd. which also houses Plum Body Lovin’ and PHY.

Launched in 2020, Plum BodyLovin’ ( is Plum’s quirky bath & body brand with 75+ exciting bodycare products in 12+ one-of-a-kind YUM fragrances & delightful sensorial experiences like never before. When we say Bodycare never smelled SO GOOD, we mean business!

Phy ( is a dermatologically tested, 100% vegan specialist grooming range for men, driven by the beliefs that “good” products are worth the effort, that a conscience is non-negotiable, and that “one-size-fits-all” doesn’t work.

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Vegan Beauty, Skincare, Haircare, Makeup, Bodycare, Personal Care, and Men’s Care