Plum, India’s first 100% vegan beauty and PETA certified cruelty-free brand, has announced the expansion of its vision to lead the charge for conscious and clean beauty in India, by unveiling its campaign clean. real. good by plum. To bring this campaign to life, Plum has started publishing the first of its kind “what’s in and what’s out” list.
Additionally, Plum has also published a list of ingredients that are on their way out from the Plum products, based on thorough research and scientific validation. Apart from pledging complete transparency with what goes into Plum’s products, this initiative is also aimed at raising awareness among the people so that they make informed choices about what they put on their skin. The three legs of the campaign will see Plum leading the charge for the skincare science revolution in India.
However, for Plum, it is more than just being a clean beauty brand. They want their consumers to be able to bring out the best in their skin by using the right products, no matter what their skin type is. Plum's skincare ranges are formulated to protect, repair, nourish, and delight, using the best of natural nutrients, in sync with “the good science”.
While doing all of this, Plum does not want to miss out on spreading the goodness which has always been its innate brand philosophy. Plum donates 1% of its revenue each year to support environmental causes. Plum also runs an initiative called Empties4Good to encourage and make it convenient for its consumers to recycle their Plum empties.
Shankar Prasad, Founder and CEO, Plum, said, “So far, ‘clean’ has been typically hard to define, or in many cases not been on top of mind in the beauty and skincare space in India. There aren’t any regulations around what clean stands for with regards to skincare and beauty products. We at Plum want to move a step ahead and create our own template for what clean skincare means so that it can become a benchmark for skincare science that our customers can uphold and evaluate their choices against.”
“The campaign will identify products that are made without ingredients that are toxic and harmful for the skin, but taking this one step further is our in-progress list, which ensures we are honest and transparent in our relationship with our customers every step of the way, and upholding our promise of staying clean, by working single-mindedly to live up to our promise,” he added.
Nupur Agrawal, Head of Product Innovation at Plum, stated, “While India’s 14-billion-dollar beauty industry is estimated to grow two fold in the coming five years, we still lack products and awareness that matches international standards. Plum has always been a conversation starter in the beauty industry, be it for veganism or sustainability. With 6 years of journey in this space, the love Plum has received is overwhelming. This motivated us to take on this challenge to pledge for clean skincare and further the conversation on what beauty standards are worth living up to for us and for our customers. With clean. real. good. by plum, we pledge to only talk clean and be clean in every aspect of our brand.”