Plum Goodness: Where Science Meets Sustainability (and Smells Really Good Too)
If you’ve ever wondered what happens when a chemical engineer with a conscience turns their brainpower to beauty, the answer is Plum Goodness. Known for its vegan, cruelty-free, toxin-free skincare, Plum is India’s first 100% vegan beauty brand—and it has all the right ingredients to become your next obsession.
Meet the Founder: Shankar Prasad
Source: YourStory Interview
Shankar Prasad, a former Hindustan Unilever executive and IIM Ahmedabad alum, started Plum Goodness in 2013 with a bold vision—to create honest, effective, and safe beauty products for Indian skin. Tired of the half-truths and chemical-heavy formulations in the personal care space, he bootstrapped Plum from the ground up with science-backed products and a clean conscience.
“We’re here to marry science with sustainability—and deliver goodness in every bottle.” — Shankar Prasad
Fun fact? Shankar didn’t come from a traditional beauty background. His “aha!” moment came during his time in the U.S., where he noticed the rise of clean beauty, veganism, and ingredient transparency. He returned to India, rolled up his sleeves, and launched Plum from a tiny warehouse in Mumbai.
Why Plum Goodness is a Game-Changer
- 100% Vegan & Cruelty-Free: No animal ingredients, no testing on animals. Ever.
- Ingredient Transparency: What you see is what you get—plenty of green tea, vitamin C, and hyaluronic acid, and zero parabens, phthalates, or SLS.
- Sustainable Packaging: They run India’s first empties return program for cosmetics.
Source: Plum Official Website
Hero Products to Add to Cart (ASAP)
- Green Tea Pore Cleansing Face Wash – Cult-favorite for oily, acne-prone skin.
- Vitamin C Serum – Glow goals, achieved.
- Hello Aloe Gentle Cleansing Lotion – Ideal for sensitive skin warriors.
- Body Lovin’’ Shower Gels – Smells like a vacation, feels like self-love.
Core Values and Company Ethos
os
*Source: *Business Standard
What sets Plum apart is its balance of ethical responsibility and scientific credibility. The brand believes that good skin shouldn’t come at the cost of the planet—or your pet rabbit. They:
- Work with dermatologists to ensure product safety.
- Use recyclable packaging and encourage customers to send empties back.
- Keep every formulation free from nasties like sulfates, silicones, and synthetic dyes.
Vision for the Future
Plum is on a mission to make clean beauty accessible and aspirational. Their goal isn’t just to be a brand, but a movement that promotes self-care that doesn’t hurt the Earth.
They’ve also expanded into Plum BodyLovin’’ and Phy, a skincare line for men—because who said sustainability is a girl thing?
Bonus Fact: Plum was one of the earliest D2C brands in India to break even organically while still staying bootstrapped. That’s not just good business; that’s good karma.
Final Thoughts
With a founder who believes in formulas backed by data and values backed by heart, Plum Goodness stands out as a rare blend of credibility, creativity, and care. It’s clean, it’s conscious, and it’s very, very good-looking on your bathroom shelf.
Explore more at https://plumgoodness.com
Inspired by this story? Check out more founder-led brands redefining beauty, sustainability, and wellness in India.