“A 100% vegan beauty brand,” claims Shankar Prasad, Founder & Managing Director of Plum Goodness, “The products are paraben-free, phthalates-free, propylene glycol-free, and other harmful chemicals,” confirms the four-year old Thane-based startup founder.
As a proud member of One Percent for the Planet, Prasad gives 1% of every sale to environmental causes. Inspired by global best practices in safe natural cosmetics and beauty solutions, Plum is focused on restoring and maintaining skin, hair and body as nature made it to be. With an online-only approach for the first 3 years of operations, Plum has recently forayed into retail stores at leading cosmetic stores in all major cities in India.
“We have seen an increasing demand amongst our customers for hair-care range post our skincare range launched three years ago. The products are made of nature’s elements picking the very best from what nature and science offer. The products are also now PETA approved for being cruelty-free and 100% vegan,” he said.
During the launch event in Delhi, Prasad said that the hair-care products are sized for long-term use.
Priced from Rs. 675-875, it is available on plumgoodness.com, nykaa.com and leading cosmetics outlets in all cities.
Plum Goodness has introduced 4 new hair care products under 2 ranges--The Olive & Macadamia range features a hydrating shampoo, nourishing conditioner and a moisturizing hair mask. The second variety is the Hibiscus & Rosemary gentle anti-dandruff shampoo.
Speaking on how he thought of launching Plum, Prasad said that during his travels abroad he thought of a beauty brand that India lacked -- an amalgamation of science, humour, sustainability, human values and goodness. “These also happen to be things that I personally love,” he said.
A Chemical Engineer from IIT Bombay, Prasad has worked at HUL working, Everstone Capital as part of the founding team for FACES Cosmetics in India.
According to him, the beauty market in India is large and growing. “The market is expanding in every conceivable dimension. It’s not about ‘one cream fits all’ but the consumer is evolved and absorbs a lot of material before making the right choice especially when it comes to skin care,” he said.
Operations have been self-funded so far, but Prasad will be looking at investors later this year. “I have barely scratched the surface - be it in product range, distribution reach or even the kind of things that we want Plum to be part of. In future, we plan to do more of everything,” he added.