Plum perfect: Beauty that speaks to the soul

Plum was founded on a simple belief: the beauty industry deserved honesty, transparency, and kindness to both people and the planet. As India’s first 100% vegan beauty brand, Plum began its journey in 2013 with a simple yet revolutionary idea: beauty should not compromise on kindness. Since then, Plum has carved a unique niche by being a brand with a heart, soul, and conscience.

Plum was founded by Shankar Prasad, who transitioned from chemical engineering to entrepreneurship after noticing a gap in the Indian beauty market during his global travels. He realised there were very few beauty brands that combined scientific efficacy with sustainable practices. Driven by his passion, Prasad created Plum, a brand that cared for both people and the planet. From its inception, Plum has maintained its commitment to sustainability, using recyclable packaging and creating cruelty-free, vegan products. Their ‘Empties4Good’ initiative rewards customers for returning empty Plum containers, reinforcing their eco-conscious values.

Starting with 15 sustainable, toxin-free products, Plum quickly gained consumer trust, now serving over half a million customers monthly. Transitioning from online to offline, it has a presence in 350+ towns and cities through exclusive outlets and retail partnerships, such as Nykaa. Plum has expanded beyond skincare to include haircare, body products, and makeup, creating an all-encompassing beauty experience that resonates with customers' everyday routines.


Recently, Plum launched its ‘We have Chemistry’ campaign, which spotlights both its scientific formulations and the emotional connection it shares with consumers, endearingly called #Plumsters. Founder Shankar Prasad explains, "We offer science, but our consumers provide the faith. Together, we share something truly special." This campaign reinforces Plum’s philosophy of celebrating skincare rituals that foster deeper connections between the brand and its users.

Plum’s brand strategy is a contemporary example of smart customer engagement, driven by a deep understanding of consumer needs. The brand continually refines its offerings based on customer feedback, ensuring its products evolve with the changing expectations of its audience. Plum emphasises building a sense of community by encouraging user-generated content, allowing customers to share their personal experiences and become brand advocates. Influencer collaborations span diverse niches, from beauty enthusiasts to sustainability advocates. About 70% of its efforts focus on brand awareness, while the remaining resources target specific product or marketplace campaigns. This strategic blend of UGC, targeted influencer partnerships, and data-driven marketing enables Plum to engage deeply with consumers, fostering long-lasting loyalty while continuously attracting new users.

As Plum continues to innovate and grow, it remains dedicated to delivering beauty that aligns with personal values. In a world filled with choices, Plum stands out as a trusted brand for those seeking products that reflect their beliefs. With its authentic approach, commitment to sustainability, and effective formulations; Plum is more than just a beauty brand, it is advancing a movement in ethical beauty.