Plum

What Plum does

Plum Goodness is a privately held Indian direct-to-consumer beauty and personal care company headquartered in Mumbai, founded in 2013 by Shankar Prasad. The company develops and markets 100% vegan, cruelty-free, science-backed skincare, haircare, body care, and fragrance products across multiple sub-brands organized by skin and hair concern: the core Plum skincare line, plus CeraSense (barrier repair/dry skin), ThinkDerma (advanced dermatological), SebaClear (oily/acne-prone), PeptiCharge (anti-aging), E-Luminence (dry skin), and the BodyLovin' line for body care and fragrances. Hero SKUs include the Green Tea Pore Cleansing Face Wash, the 10% Niacinamide & Rice Water Serum, and Vanilla Caramello Body Lotion. Distribution runs primarily through the proprietary plumgoodness.com D2C storefront — accounting for roughly two-thirds of revenue — supplemented by marketplaces (Nykaa, Amazon, Flipkart), quick-commerce platforms (Blinkit, Zepto, Swiggy Instamart), and an expanding offline retail footprint that still covers under 10% of potential outlets. Pricing tiers span ₹247 entry-level face washes to ₹1,500+ premium serums, with bundles (15-35% discount) supporting higher AOV and a Plum Plus loyalty program reinforcing repeat behavior.

The company's commercial engine is anchored on personalization: a Netcore Cloud–deployed RFM segmentation and behavioral-targeting stack, a Chemistry Match Maker quiz that maps concerns to product combinations, and AR-driven virtual try-on. Vendor-reported outcomes include 1.4× repeat purchases and 1.7× revenue uplift from returning customers, with over 130% growth in repeat purchases during peak periods. Plum has raised approximately $50 million across disclosed rounds, culminating in a $35 million Series C in March 2022 led by A91 Partners (with Unilever Ventures and Faering Capital) at a $250 million post-money valuation. In 2024, Unilever acquired a majority stake for approximately $180 million, bringing Plum into a global CPG conglomerate and creating optionality for cross-border distribution and procurement synergies. The next major product catalyst is the April 2026 BodyLovin' 2.0 rebrand, expanding into lip care and adding 16 SKUs across four summer fragrance collections to reduce revenue concentration in winter (which currently drives two-thirds of revenue). Plum operates in the broader Indian beauty and personal care market (over $28 billion in 2024, projected to $40 billion by 2030) and the skincare segment specifically (projected $10.63 billion in 2026), with Gen Z and Tier 2/3 city consumers identified as the primary demand drivers.

Name

Plum

Legal name

Plum Goodness

Website

https://plumgoodness.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Plum Goodness is an Indian D2C beauty and personal care company that develops and sells 100% vegan, cruelty-free, science-backed skincare, haircare, body care, and fragrance products across multiple sub-brands, primarily through its own e-commerce site, marketplaces, and expanding offline retail.

Ownership category

akta.pro rank

Product category

Skincare and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional Skincare & Facial Treatments (CRABALAF)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)

Keywords

• Vegan skincare products
• Beauty personal care
• Hair care products
• Body care items
• Vegan cosmetics

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations

Revenue model

1. Product Sales: Direct-to-consumer sales of skincare, haircare, body care, and fragrance products through owned e-commerce platform and third-party marketplaces. Products sold at various price points ranging from ₹247 to ₹2,512 per item with periodic discounts of 10-35%

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Plum (operating as Plum Goodness) is an Indian direct-to-consumer beauty brand that manufactures and sells 100% vegan, cruelty-free skincare, haircare, body care, and fragrance products. The portfolio spans sub-brands including core Plum skincare (face washes, serums, sunscreens, moisturizers), BodyLovin' (body care, lip balms, fragrances), CeraSense (barrier repair), ThinkDerma (advanced dermatology), SebaClear (acne-prone skin), PeptiCharge (anti-aging), and E-Luminence (dry skin care), with products formulated using ingredients such as niacinamide, green tea, vitamin C, ceramides, peptides, and hyaluronic acid.

Product overview

Plum (operating as Plum Goodness) is an Indian direct-to-consumer beauty and personal care brand offering science-backed, 100% vegan skincare, haircare, body care, and fragrances. The portfolio is organised across multiple sub-brands addressing distinct skin and hair needs: the core Plum skincare line (face washes, toners, serums, moisturizers, sunscreens — notably the Niacinamide, Green Tea, Vitamin C, and Rice Water ranges); the CeraSense sub-brand for barrier repair and dry skin; the ThinkDerma sub-brand for advanced dermatological concerns; the SebaClear sub-brand for oily/acne-prone skin; the PeptiCharge sub-brand for anti-aging; and the BodyLovin' sub-brand for body care, lip care, and fragrances. The brand's hero products include the Green Tea Pore Cleansing Face Wash (bestseller), the 10% Niacinamide & Rice Water Serum, and the Vanilla Caramello Body Lotion under BodyLovin'. Plum also offers a loyalty program (Plum Plus/PlumCash) and a personalised Chemistry Match Maker tool on its e-commerce platform. Products are sold primarily D2C online, with growing offline retail presence.

Differentiator

Problem solved

Functional benefit

Brands

• Plum BodyLovin': Body care sub-brand offering body lotions, body washes, body mists, shower gels, lip balms, and deodorants.
• Plum Plus

Products and services

• Green Tea Pore Cleansing Face Wash Bestselling face wash for oily and acne-prone skin that controls oil for up to 2 hours and reduces acne in 7 days, formulated with green tea as the key active ingredient.
• 10% Niacinamide & Rice Water Brightening Face Serum Serum for clear, blemish-free, bright skin formulated with 10% niacinamide and rice water, suitable for all skin types and fragrance-free.
• Black Rice & 10% Niacinamide-TXA Night Clarity Jelly Serum Night serum with ActiveHold jelly formula combining black rice extract and 10% niacinamide-TXA for dark spot reduction and overnight skin clarity.
• 15% Vitamin C & Mandarin Glow Boost Serum Brightening face serum with 15% vitamin C and mandarin extract that boosts glow and fades dark spots and hyperpigmentation.
• Plum Sunscreen Range Range of broad-spectrum hybrid, mineral, and gel-based sunscreens including 2% Niacinamide & Rice Water SPF 50 PA++++, Green Tea & Zinc Super-Matte Sunscreen Gel, Squalane & Vitamin E Dewy-Bright Sunscreen, and Oat & Ceramide Mineral Sunscreen, all TrueSPF verified with clinical claims such as 3x tan reduction.
• BodyLovin' Body Care Range Body care sub-brand offering body lotions, body butters, body washes, shower gels, and lip balms including bestseller Vanilla Caramello Body Lotion (400ml) and Vanilla Caramello Body Butter with warm vanilla and salted caramel fragrance.
• BodyLovin' Fragrance Collection Fragrance line under BodyLovin' including Eau de Parfum (Juice Or Dare), body mists across four collections (Boardroom In Bora Bora, Petals On The Rocks, Matcha But Disco, Tropic Of Discussion), deodorants, and gift sets such as Vanilla Duo Long Lasting Perfume Gift Set.
• Glassic Lip Balms Lip balm range under BodyLovin' featuring flavoured variants with novel flavour profiles such as caramel popcorn, raspberry, and espresso.
• CeraSense Range Barrier care sub-brand for normal to dry skin including CeraSense Moisturizing Crème with acai and natural moisturizing factor (NMF), CeraSense Milky Toner, and CeraSense Barrier Care Face Wash targeting instant barrier repair.
• ThinkDerma Range Advanced skincare sub-brand for specific dermatological concerns featuring 2% Niacinamide & Rice Water Clear Moisture Gel Cream, Salicylic Acid Face Serum, and Alpha Arbutin & Hyaluronic Acid Serum.
• SebaClear Range Sub-brand targeting oily and acne-prone skin featuring SebaClear Mattifying Gel Crème with sebacic acid and matcha, addressing oil control, breakout reduction, and blackhead clearing.
• PeptiCharge Range Anti-aging sub-brand featuring PeptiCharge Rejuvenating Night Crème with multi-peptides, exosomes, and Bifida Ferment for visibly firmer skin and improved elasticity.
• E-Luminence Range Dry skin sub-brand featuring E-Luminence Simply Supple Cleansing Balm that melts makeup, gentle and non-drying makeup remover formulated for dry skin.
• Plum Haircare Range Haircare line including Coconut Milk & Peptides Strength & Shine Shampoo, Rosemary & 3% Redensyl Hair Growth Serum for hairfall reduction and density, and Anti-Dandruff Shampoo with Volcanic Minerals and 0.5% Salicylic Acid providing 72-hour dandruff and frizz control.

Quantifiable outcome

• 1.4× increase in repeat purchases with Netcore personalization
• +7 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Netcore CloudcoreTechnology or Integration · 5 March 2026Plum Goodness partnered with Netcore Cloud to implement RFM-based segmentation and behavioral intelligence-driven personalization, resulting in 1.4× repeat purchase increase and 1.7× revenue uplift from returning customers.
• Mumbai IndiansminorGTM or Marketing PartnerPlum launched co-branded Match-Day Combo with Mumbai Indians cricket franchise, targeting cricket fans with skincare routines.
• Blinkit, Zepto, Swiggy InstamartminorChannel Partner/ Reseller/ DistributorQuick commerce platforms used for product testing, real-time consumer feedback, and demand validation before broader offline rollout.

Scale indicators10 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Mamaearth (Honasa Consumer): Largest Indian D2C clean/vegan personal-care brand with overlapping skincare, haircare, and body care portfolio; competes head-to-head with Plum on ingredient-led positioning and the same online-to-offline playbook.
• Sugar Cosmetics: Indian D2C beauty brand spanning color cosmetics and skincare with a similar omnichannel D2C-plus-marketplace motion; competes for the same Gen Z and millennial consumer wallet in India.
• WOW Skin Science: Indian D2C beauty brand selling vegan, cruelty-free skincare, haircare, and body care across the same marketplaces and quick-commerce channels as Plum, with comparable price-architecture and target consumer.

Emerging players

• Minimalist: Indian skincare brand focused on high-active formulations (similar to Plum's ThinkDerma and PeptiCharge ranges); competes for the same science-backed, ingredient-transparent consumer segment.
• Juicy Chemistry: Indian clean-beauty brand with an organic-certified, ECOCERT-positioned portfolio that overlaps Plum's vegan/clean claims, competing for the ingredient-conscious Indian skincare buyer.
• Dot & Key: Indian D2C skincare and beauty brand with a premium youth-led positioning; competes directly with Plum on serums, moisturizers, and fragrances across the same digital channels.
• mCaffeine: India's first caffeinated personal-care brand spanning skincare, haircare, and body care; shares Plum's vegan/cruelty-free positioning and D2C-first go-to-market motion.

Broad incumbents

• The Body Shop (India): Global cruelty-free, vegan-leaning beauty retailer with significant Indian footprint; competes for the same ethically-conscious Indian consumer on skincare, body care, and fragrances.
• Nykaa (FSN E-Commerce): India's largest beauty retail platform and also a key Plum distribution channel; functions as both a customer and a competitive D2C beauty brand via Nykaa Cosmetics, shaping category dynamics.
• Himalaya Wellness: Established Indian personal-care incumbent with broad skincare, haircare, and body-care ranges; competes on offline shelf-share and herbal/scientific positioning that overlaps Plum's science-backed narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/plumgoodness
• Xx.com/plumspeak

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plum