Plum Goodness: India’s First 100% Vegan Beauty Brand

Introduction

Plum Goodness, launched in 2014, is India’s first 100% vegan, cruelty-free, and toxin-free beauty brand. Founded by Shankar Prasad, a chemical engineer with global experience in the personal care industry, Plum has built a strong presence in the clean beauty segment. With its goodness inside philosophy, the brand offers a wide range of skincare, haircare, body care, and makeup products designed for India’s millennial and Gen Z consumers.

Within a decade, Plum has transformed into one of the fastest-growing D2C beauty startups in India, competing directly with brands like Mamaearth, Dot & Key, and Minimalist.

Founder & Origin Story

The journey began with Shankar Prasad, an IIT-IIM alumnus who had worked with Hindustan Unilever and McKinsey before founding Pureplay Skin Sciences Pvt. Ltd. (the parent company of Plum).

His idea for Plum was rooted in:

• The need for safe and effective skincare free from harmful chemicals. 
• The rise of conscious consumerism, with buyers looking for sustainable and cruelty-free alternatives. 
• The gap in India’s market, which at the time was dominated by global players like L’Oréal and Maybelline. 

Plum started small, with just a handful of skincare products, and gradually expanded to become a full-stack beauty brand. Its playful branding, ingredient transparency, and vegan promise made it a cult favorite.

Business Model & Operations

Plum follows a D2C + omnichannel model:

1. Direct-to-Consumer (D2C) – Through its own website and app, offering personalized shopping experiences. 
2. Marketplaces – Available on Nykaa, Amazon, Flipkart, and Purplle, contributing significantly to sales. 
3. Offline Retail – Presence in 300+ cities across 1,500+ retail outlets, including beauty stores and pharmacies. 
4. Product Lines – Skincare, haircare, body care, makeup, fragrances, and recently, Plum BodyLovin’, a youth-focused sub-brand. 
5. Marketing Strategy – Heavy reliance on influencer collaborations, Instagram marketing, and sustainability campaigns. 

Growth & Financials

Plum’s rise is a classic Indian D2C success story:

• 2014 – Launched as a small vegan skincare brand. 
• 2018 – Entered offline retail, expanding presence across metros. 
• 2019 – Crossed INR 100 Cr annual revenue run-rate. 
• 2020 – Launched Plum BodyLovin’, targeting Gen Z with trendy packaging & scents. 
• 2021 – Raised $15M Series B funding led by Faering Capital. 
• 2022 – Raised $35M Series C funding led by A91 Partners, valuing the brand at $250M+. 
• 2023–24 – Reported INR 350 Cr+ in annual revenue, aiming to hit INR 1,000 Cr by 2026. 

Economic & Social Impact

1. Consumer Awareness – Pioneered the vegan beauty movement in India. 
2. Employment Generation – Created jobs across manufacturing, R&D, retail, and digital marketing. 
3. Women Empowerment – The majority of Plum’s customer base and workforce are women. 
4. Sustainability Focus – Runs a “Empties4Good” recycling program, where customers return used bottles for rewards. 
5. Affordability Meets Premium – Made clean beauty accessible to India’s middle-class consumers.

Challenges

1. Fierce Competition – Faces pressure from Mamaearth, Minimalist, Dot & Key, and The Ordinary. 
2. High CAC (Customer Acquisition Cost) – Digital-first brands face rising marketing spends. 
3. Scalability vs. Sustainability – Balancing fast growth with eco-friendly practices. 
4. Regulatory Standards – Maintaining global-level compliance in formulations and safety testing. 
5. Consumer Education – Convincing Indian consumers about vegan and cruelty-free benefits over traditional options.

Future Plans

Plum has ambitious plans for the next decade:

• Offline Expansion – Strengthen retail presence in Tier-2 and Tier-3 cities. 
• International Growth – Enter Middle Eastern & Southeast Asian markets. 
• Product Innovation – Launch new lines in men’s grooming, wellness, and color cosmetics. 
• Tech Integration – Use AI for personalized skincare recommendations. 
• Sustainability Leadership – Invest in eco-friendly packaging, carbon neutrality, and ethical sourcing. 

Conclusion

From being India’s first vegan skincare startup to a $250M brand, Plum Goodness has built a strong reputation in clean beauty. With a loyal customer base, innovative products, and strong funding, Plum is poised to become a household name in the global beauty industry.

Its journey highlights how purpose-driven startups can balance profitability with sustainability, proving that “goodness truly sells.”

References

• Plum Goodness – Official Website
• Inc42 – Plum Case Study
• YourStory – Plum’s Growth Story
• Economic Times – Plum Funding News
• Mint – Plum Business Expansion

Social Media Presence

•  Website: plumgoodness.com
•  Facebook: facebook.com/plumgoodness
• Twitter (X): twitter.com/plumgoodness
• Instagram: instagram.com/plumgoodness
•  LinkedIn: linkedin.com/company/plumgoodness
•  YouTube: youtube.com/@PlumGoodness