Yes, entirely. Plum is one of India’s most respected clean beauty and skincare brands — built by an Indian founder with a clear vision for ethical, vegan cosmetics.
Short Answer: Plum Goodness was founded in India in 2013 by Shankar Prasad and is owned by Pureplay Skin Sciences India Private Limited — a privately held Indian company based in Mumbai.
Plum Brand Overview
| Detail | Information |
| Brand Name | Plum (Plum Goodness) |
| Founded | 2013 |
| Origin | Mumbai, Maharashtra, India |
| Founder | Shankar Prasad |
| Parent Company | Pureplay Skin Sciences India Private Limited |
| Headquarters | Mumbai, India |
| Products | Skincare, haircare, body care, lip care, makeup |
| Positioning | 100% vegan, cruelty-free clean beauty |
| Certifications | PETA certified vegan and cruelty-free |
| Known For | India’s first 100% vegan beauty brand |
The Origin Story
Shankar Prasad — an IIT Bombay and IIM Calcutta alumnus with a background in FMCG — founded Plum Goodness in 2013 with a mission that was genuinely ahead of its time in India: to create 100% vegan, cruelty-free personal care products that were effective, safe, and made without compromising on ethics.
At the time, the concept of vegan skincare was almost entirely unknown to Indian consumers. Most people associated “vegan” with food choices, not beauty products. Plum set out to educate Indian consumers while simultaneously offering genuinely effective formulations across skincare, haircare, and body care categories.
The brand’s PETA-certified vegan and cruelty-free credentials became its most powerful differentiators. Every Plum product is free from animal-derived ingredients and never tested on animals — a commitment that resonated strongly with India’s growing community of ethically-conscious consumers.
Plum built its brand primarily through digital channels — social media, beauty influencers, and e-commerce platforms — targeting millennial and Gen Z consumers who were deeply engaged with clean beauty conversations online.
The product range grew rapidly — green tea face washes, niacinamide serums, hyaluronic acid moisturisers, hair growth serums, and a growing makeup line — all maintaining the core vegan and cruelty-free promise.
Plum is now one of the most trusted names in India’s clean beauty segment — winning multiple awards for product quality, brand ethics, and consumer satisfaction.
Final Verdict
Plum is a 100% Indian brand — founded in Mumbai by an Indian entrepreneur with a philosophy of clean, vegan beauty. It stands as one of India’s most principled and fast-growing homegrown beauty brands.
Frequently Asked Questions (FAQs)
Q: Is Plum an Indian brand?
A: Yes — Plum Goodness was founded in Mumbai in 2013 by Shankar Prasad and is 100% Indian-owned.
Q: Who founded Plum?
A: Shankar Prasad — an IIT Bombay and IIM Calcutta alumnus.
Q: Is Plum 100% vegan?
A: Yes — Plum is India’s first 100% vegan beauty brand, PETA-certified for both vegan formulations and cruelty-free testing.
Q: What does Plum sell?
A: Skincare, haircare, body care, lip care, and makeup — all vegan and cruelty-free.
Q: Is Plum available offline?
A: Yes — though primarily D2C and e-commerce, Plum has expanded into offline retail in recent years.