The brand “Plum” is India's first hundred percent vegan beauty product brand. Plum was founded by Shankar Prasad, an IIT and ISB graduate in 2013. All Plum products are PETA-approved cruelty-free and non-toxic. All the products of this brand are made with a combination of natural nutrients and research-backed active ingredients.

Shankar Prasad believes that the science of beauty and personal care or Pureplay Skin Sciences is progressing at a rapid pace. This Science has now reached a point where we no longer need to use any raw materials containing toxic substances or derived from animal sources for our brand. Plum uses either plant sources or synthetic sources for its products. Plum is driven by a strong leadership focused on building value for – People and Planet.

With over 500 SKUs, they have steadily built their customer base on both online & offline platforms. In addition to being among the top new-age beauty brands online with a presence in 15 countries, their products now reach over 300 towns & cities in India, through 1300+ assisted outlets, and over 13,000 unassisted outlets - growing month-on-month.

Plum is the fastest-growing beauty & personal care brand on key online marketplaces. Under their latest initiative, “Project Blackboard”, a part of every Plum product purchase goes towards girl child education.