Plum Goodness: How India’s First Vegan Beauty Brand Grew Into a ₹300 Crore Revolution

Introduction: Plum Goodness

In a market long dominated by fairness creams, chemical-heavy products, and international brands, one Indian startup decided to take a stand for clean, cruelty-free, and vegan beauty . That startup is Plum Goodness (Plum) — now one of the most loved D2C beauty and personal care brands in the country.

Founded in 2013 by Shankar Prasad , Plum is celebrated as India’s first 100% vegan beauty brand . From humble beginnings to becoming a ₹300 crore business backed by top investors, Plum’s journey is an inspiring story of purpose-driven entrepreneurship.

The Beginning: Spotting the Gap

When Shankar Prasad returned to India after years of working with multinational giants like Hindustan Unilever and McKinsey , he noticed something missing in the Indian beauty market.

Customers were increasingly conscious about health and sustainability, but their choices in skincare and cosmetics were either:

• Expensive international “natural” brands, or
• Local products with harsh chemicals and no transparency.

There was no Indian brand offering clean, affordable, vegan, and safe beauty products. That gap became the foundation for Plum.

The Founder and Early Struggles.

Shankar Prasad had a clear vision — to build a modern beauty brand rooted in science, nature, and transparency . But the early days were far from easy.

Starting with just ₹7–8 crore in personal savings and seed funds , Shankar struggled with:

• Convincing manufacturers to produce vegan formulations at scale.
• Skepticism from investors who felt “vegan” was too niche for Indian consumers.
• Tiny marketing budgets , forcing Plum to rely on authentic storytelling and word-of-mouth instead of flashy campaigns.

But what kept the idea alive was conviction: consumers would ultimately choose products that were safe, honest, and effective.

Building the Brand: The First Breakthrough

Plum launched with a small set of products — a green tea toner, moisturizer, and aloe vera gel .

Slowly, the products began winning loyal customers because of three simple promises:

1. 100% vegan
2. Cruelty-free and safe ingredients
3. Affordable pricing for everyday use

By 2015, Plum had created a niche community of loyal customers, especially among millennials and Gen Z who resonated with its no-filter, no-fairness, no-nonsense brand voice.

Funding and Growth

The turning point came in 2018 , when Plum raised $2 million in Series A funding from Unilever Ventures.

This funding allowed the company to:

• Expand its product line into haircare, body care, and color cosmetics .
• Strengthen its online presence across e-commerce platforms.
• Begin scaling offline distribution into retail stores.

In 2022, Plum secured $35 million in Series C funding led by A91 Partners , setting the stage for aggressive expansion across India.

The Numbers: From Startup to Market Leader

From its humble beginnings, Plum has grown into a powerhouse brand.

• Revenue: Crossed ₹300 crore ARR by 2023.
• Customers: Serves over 2 million customers annually .
• Reach: Available in 1,000+ retail stores and 250+ cities , apart from strong e-commerce presence.
• Product Line: 100+ SKUs, spanning skincare, haircare, bath & body, and makeup

What Makes Plum Different?

First-Mover Advantage : India’s first certified vegan beauty brand.

Transparency : Clear ingredient lists, no misleading claims.

Community Building : A brand voice that speaks directly to conscious, young Indians.

Accessibility : Premium positioning, but affordable compared to international brands.

Vision for the Future

Plum’s ambition goes beyond just skincare. The company wants to become India’s “go-to clean beauty house of brands.”

The long-term vision includes:

Building sub-brands under the Plum umbrella for specific customer needs (e.g., men’s grooming, kids’ products).

Expanding deeper into Tier II and III cities where demand for clean beauty is rising.

Taking Plum global as an Indian beauty brand for the world.

Lessons for Entrepreneurs

Plum’s journey offers powerful lessons for founders:

1. Spotting under-served gaps can lead to billion-rupee opportunities.
2. Values matter. Building a brand around purpose (vegan, cruelty-free) can win trust faster than discounts.
3. Patience pays. Plum spent years slowly building loyalty before scaling big.
4. Community is key. The strongest brands are not just products — they’re movements.

Conclusion

From a small range of green tea toners and gels to a ₹300 crore brand shaking up India’s beauty industry, Plum Goodness proves that purpose-driven brands can also be profitable.

It didn’t just sell skincare. It sold a new idea of beauty — clean, conscious, and cruelty-free.

As the D2C revolution explodes in India, Plum stands as a shining example of how Indian startups can build global brands by staying true to their values.