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Plum Goodness

Consumer GoodsFounded 2013
Reviewed by Swet Parvadiya
Company data updated: October 2026
Independent Editorial Analysis
6 historical events · Editorial analysis

Plum Goodness Company Profile: Revenue, Business Model & Strategy

Research depth: 6 milestones · 9 FAQs

Plum is an Indian vegan beauty brand owned by Pureplay Skin Sciences and founded in 2013 by Shankar Prasad, who is still CEO. FY25 revenue from operations was ~$46.6 million (₹402 crore) with a ~$2.9 million (₹25 crore) profit.

How Plum Goodness makes money: Plum makes money from one operating stream: selling its own beauty and personal care products. Products are formulated in-house and sold across skincare, bodycare (Plum BodyLovin'), haircare, fragrance, makeup and men's…

Revenue & employeesCEO historyFoundersBusiness model
Annual Revenue (FY2025)~$46.6M
CEOShankar Prasad
Founded2013
IndustryConsumer Goods
By Swet ParvadiyaLast reviewed:
Data sources: annual reports, SEC filings, methodology
Industry:Consumer Goods

Plum Goodness key figures

Plum Goodness had revenue of ~$46.6M for fiscal year 2025, up 23.3% from FY2024. Net income was ~$2.9M, a net margin of 6.2%.

Source: Pureplay Skin Sciences (Plum) results (via Entrackr) · Last reviewed October 2026

Revenue growth, FY2023 to FY2025
+11.7% a year
Compound annual rate, ~$37.4M to ~$46.6M
Peak revenue year
FY2025
The latest annual year is the highest in this series
Current chief executive
Shankar Prasad
In the role since 2013 (13 years)
Founded
2013
13 years ago
Where was Plum Goodness founded?
Plum Goodness was founded in Thane, Maharashtra, India in 2013.
When did Plum Goodness start?
Plum Goodness was founded in 2013.
Who founded Plum Goodness?
Plum Goodness was founded by Shankar Prasad.
How old is Plum Goodness?
Plum Goodness is 13 years old as of 2026.
In-Depth Analysis
243 words · 2 min read

Plum at a glance

Plum is a vegan, cruelty-free beauty brand owned by Pureplay Skin Sciences (India) Pvt. Ltd., founded in Thane in 2013 by Shankar Prasad. It sells more than 500 SKUs across skincare, bodycare, haircare, fragrance and makeup, plus the men's brand Phy.

The founder

Prasad is a chemical engineer from IIT Bombay with an MBA from ISB. He worked at Hindustan Unilever, McKinsey & Company and Everstone Capital, where he helped launch FACES Cosmetics in India, before starting Plum.

Funding

Unilever Ventures backed Plum early. Faering Capital led a $14.9 million Series B in 2020, and A91 Partners led a $35 million Series C in March 2022 that valued the company at about $250 million. In 2026 Mint reported that Pureplay had hired Rothschild & Co to raise $75-100 million.

Financials

Total revenue grew 71% to ~$37.4 million (₹322.3 crore) in FY23 as losses widened to ~$6.14 million (₹52.9 crore). Revenue from operations was ~$37.8 million (₹326 crore) in FY24 with an ~$9.74 million (₹84 crore) loss. In FY25 revenue rose 23.3% to ~$46.6 million (₹402 crore) and Plum earned a ~$2.9 million (₹25 crore) profit, helped by a 7% cut in advertising to ~$16.1 million (₹139 crore).

Channels and competition

Plum sells through its own site, Amazon, Flipkart, Nykaa, quick-commerce apps and about 35 exclusive brand outlets. It competes with Mamaearth, Minimalist, The Derma Co., Pilgrim, Foxtale and Sugar, and with HUL, L'Oréal and P&G.

Table of Contents

Plum Goodness Key Facts

CompanyPlum Goodness
Annual revenue change+23.3% (FY2024–FY2025)
Financials~$46.6M (FY2025, last reviewed October 2026)
Market Cap$150M
FY2025 net income~$2.9M
Last reviewedBy Swet Parvadiya, Founder & Editor - October 2026
Founded2013
Founder(s)Shankar Prasad
CEOShankar Prasad
HeadquartersThane, Maharashtra, India
IndustryConsumer Goods
TickerPRIVATE

Plum Goodness Company Profile: Revenue, Business Model & Strategy

"What most people miss about Plum Goodness is the sheer scale of conflict it survived to become Consumer Goods."

Plum is an Indian vegan beauty brand owned by Pureplay Skin Sciences and founded in 2013 by Shankar Prasad, who is still CEO. FY25 revenue from operations was ~$46.6 million (₹402 crore) with a ~$2.9 million (₹25 crore) profit.

Revenue

~$46.6M

Founded

2013

Market Cap

$150.0M

Author: CorpDigest Research DeskCompany Research

Key Facts

  • Founded: Plum Goodness was established in 2013 and is headquartered in Thane, Maharashtra, India.
  • Revenue: Plum Goodness had ~$46.6M in annual revenue (FY2025).
  • Valuation: Market capitalization of approximately $150M.
  • Business Model: Plum makes money from one operating stream: selling its own beauty and personal care products.
  • Competitive Edge: Plum's edge is an early, consistent vegan and cruelty-free positioning paired with ingredient transparency, and a.

How Plum Goodness Makes Money

Capital Allocation & Scaling Mechanics

Plum makes money from one operating stream: selling its own beauty and personal care products. Products are formulated in-house and sold across skincare, bodycare (Plum BodyLovin'), haircare, fragrance, makeup and men's grooming (Phy). Distribution is omnichannel: plumgoodness.com, marketplaces such as Amazon, Flipkart and Nykaa, quick-commerce apps, multi-brand retail and roughly 35 exclusive brand outlets. Advertising is the largest cost, at ~$16.1 million (₹139 crore) in FY25, followed by materials at ~$14.8 million (₹128 crore).

Explore Plum Goodness In Depth

📅Plum Goodness History & Milestones💼How Plum Goodness Makes Money📊Plum Goodness Revenue & Financials⚔️Plum Goodness Competitive Strategy & SWOT👤Plum Goodness Founders & Origin Story🏆Plum Goodness CEO History & Leadership

What Is Plum Goodness's Growth Strategy?

Plum is seeking $75-100 million, with Rothschild & Co advising according to Mint in 2026, to expand offline retail beyond its ~35 exclusive outlets and launch new products. Shankar Prasad has said the goal is to cross ~$116 million (₹1,000 crore) in revenue.

How Much Revenue Does Plum Goodness Generate?

Plum grew total revenue 71% to ~$37.4 million (₹322.3 crore) in FY23 while losses widened to ~$6.14 million (₹52.9 crore). Revenue from operations reached ~$37.8 million (₹326 crore) in FY24 with an ~$9.74 million (₹84 crore) loss. In FY25 revenue rose 23.3% to ~$46.6 million (₹402 crore), advertising fell 7% to ~$16.1 million (₹139 crore), and the company booked a ~$2.9 million (₹25 crore) profit with a 6.22% EBITDA margin and ~$10.7 million (₹92 crore) of cash and bank balances. Its last priced round, the $35 million Series C in March 2022, valued it at about $250 million. Plum (Pureplay Skin Sciences) is India's first 100% vegan beauty brand and a major D2C personal care company, achieving a private market valuation of roughly $250 million.

Financial MetricEstimated Value (2026)
Net Worth / Valuation$0.15 Billion
Market Capitalization$150.0M
Latest Annual Revenue~$46.6M (FY2025)

Historical Revenue Chart

Plum Goodness Annual Revenue History

Figures are in the currency each year was reported in.

Fiscal YearRevenue FigureYoY Change
FY2023~$37.4MN/A
FY2024~$37.8M+1.1%
FY2025~$46.6M+23.3%

The source for each year is listed on the Plum Goodness financials page.

Core Strength

Plum was an early vegan and cruelty-free beauty brand in India and sells more than 500 products across face, body and hair. It was profitable in FY25, with ~$2.9 million (₹25 crore) of profit after tax on ~$46.6 million (₹402 crore) of revenue.

Key Weakness

Plum spent ~$16.1 million (₹139 crore) on advertising in FY25, about 35% of revenue, and its EBITDA margin was 6.22%. Growth slowed from 71% in FY23 to 23% in FY25.

Deep Dive into Plum Goodness SWOT Analysis

Who Are Plum Goodness's Main Competitors?

Plum competes with digital-first brands such as Mamaearth, Minimalist, The Derma Co., Pilgrim, Foxtale, mCaffeine, WOW Skin Science and Sugar Cosmetics, and with multinationals including Hindustan Unilever, L'Oréal India, Procter & Gamble and Beiersdorf. Plum makes money from one operating stream: selling its own beauty and personal care products. Products are formulated in-house and sold across skincare, bodycare (Plum BodyLovin'), haircare, fragrance, makeup and men's grooming (Phy). Distribution is omnichannel: plumgoodness.com, marketplaces such as Amazon, Flipkart and Nykaa, quick-commerce apps, multi-brand retail and roughly 35 exclusive brand outlets. Advertising is the largest cost, at ~$16.1 million (₹139 crore) in FY25, followed by materials at ~$14.8 million (₹128 crore). Plum is an Indian vegan beauty and personal care brand owned by Pureplay Skin Sciences (India) Pvt. Ltd., founded in Thane in 2013 by Shankar Prasad. It sells 500+ skincare, bodycare, haircare, fragrance and makeup SKUs through its own website, marketplaces, quick commerce and about 35 exclusive brand outlets. Revenue from operations rose 23.3% to ~$46.6 million (₹402 crore) in FY25, and the company posted its first full-year profit of ~$2.9 million (₹25 crore).

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What Is Plum Goodness's Full Historical Timeline?

Historical Timeline & Strategic Pivots

Key Milestones

2013 - Pureplay Skin Sciences Incorporated in Thane

Shankar Prasad incorporates Pureplay Skin Sciences in Thane, Maharashtra, to launch Plum as India's first 100% vegan beauty brand.

2018 - Unilever Ventures Backs Plum

Unilever Ventures invests in Plum, later joining the 2020 Series B and 2022 Series C rounds.

2020 - Faering Capital Leads $14.9 Million Series B

Pureplay Skin Sciences raises $14.9 million in a Series B round led by Faering Capital alongside Unilever Ventures and Trifecta Capital to fuel retail expansion.

2020 - Launch of Plum BodyLovin' Gourmand Fragrance Line

Introduces Plum BodyLovin', offering whimsical bath and body collections with dessert-inspired fragrances (Vanilla Vibes, Hawaiian Rumba).

2022 - A91 Partners Leads $35 Million Series C

Raises $35 million in a Series C led by A91 Partners with Unilever Ventures and Faering Capital, valuing Plum at about $250 million.

2025 - First Full-Year Profit

FY25 revenue rises 23.3% to ~$46.6 million (₹402 crore) and the company posts a ~$2.9 million (₹25 crore) profit after a ~$9.74 million (₹84 crore) FY24 loss.

How Did Plum Goodness Start and Grow?

Established

2013

Fiscal Revenue (FY2025)

~$46.6M

HQ Location

Thane, Maharashtra, India

Key Turning Point

2017: The Strategic Shift That Created a Behemoth

Recognizing the physical trial barrier in personal care, Plum pivoted from an online-only storefront into physical department stores, modern trade pharmacies, and exclusive brand outlets.

Explore Plum Goodness In Depth

Detailed research across every dimension of Plum Goodness — history, financials, leadership, and strategy.

Company History

Plum is one of India's earliest vegan beauty brands. Pureplay Skin Sciences, its Thane-based parent, was founded in 2013 by Shankar Prasad and now sells more than 500 SKUs across skincare, bodycare, haircare, fragrance…

Full Plum Goodness history →

Revenue & Financials

Plum Goodness had ~$46.6M in revenue for fiscal year 2025. Data covers 3 fiscal years. Market capitalization stands at approximately $0B.

Plum Goodness financials →

Founders

Plum Goodness was founded by Shankar Prasad in 2013. Explore each founder's background, motivations, and their role in building the company.

Plum Goodness founders →

CEO & Leadership

Plum Goodness is currently led by Shankar Prasad. Explore the full CEO history — leadership transitions, tenures, and the strategic decisions of each chief executive.

Plum Goodness CEO history →

Business Model

Plum makes money from one operating stream: selling its own beauty and personal care products. Products are formulated in-house and sold across skincare, bodycare (Plum BodyLovin'), haircare, fragrance, makeup and men's…

How Plum Goodness makes money →

Competitive Strategy

Plum is seeking $75-100 million, with Rothschild & Co advising according to Mint in 2026, to expand offline retail beyond its ~35 exclusive outlets and launch new products.

Plum Goodness strategy →

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Frequently Asked Questions About Plum Goodness

Who owns Plum Goodness?

Plum is owned by Pureplay Skin Sciences (India) Pvt. Ltd., a private company. Founder Shankar Prasad and investors including A91 Partners, Unilever Ventures and Faering Capital hold its shares. It has raised over $50 million, most recently a $35 million Series C in March 2022 at a valuation of about $250 million.

Who is the CEO of Plum?

Founder Shankar Prasad has been CEO of Pureplay Skin Sciences, Plum's parent, since he founded it in 2013.

How does Plum make money?

Plum earns its operating revenue from selling its own skincare, bodycare, haircare, fragrance, makeup and men's grooming products through its website, marketplaces, quick-commerce apps, retail partners and about 35 exclusive stores. That came to ~$46.6 million (₹402 crore) in FY25.

What is Plum's revenue?

Revenue from operations was ~$46.6 million (₹402 crore) in FY25 (year to March 2025), up 23.3% from ~$37.8 million (₹326 crore) in FY24. Profit after tax was ~$2.9 million (₹25 crore), compared with an ~$9.74 million (₹84 crore) loss a year earlier.

Who are Plum's competitors?

Mamaearth (Honasa Consumer), Minimalist, The Derma Co., Pilgrim, Foxtale, mCaffeine, WOW Skin Science, Sugar Cosmetics and Juicy Chemistry, plus Hindustan Unilever, L'Oréal India, Procter & Gamble and Beiersdorf.

Is Plum a vegan brand?

Yes. Plum launched in 2013 as a 100% vegan, cruelty-free beauty brand and keeps that positioning across its range.

Is Plum raising new funding?

Mint reported in 2026 that Pureplay appointed Rothschild & Co to raise $75-100 million for offline expansion and new products. The process was at an early stage.

Is Plum an Indian brand?

Yes, Plum is an entirely Indian homegrown brand based in Thane, Maharashtra, heavily pioneering the clean, vegan beauty movement in the country.

Who founded Plum?

Plum was founded in 2013 by Shankar Prasad, a chemical engineer and former Hindustan Unilever executive.

Analysis: How Plum Goodness Makes Money

Deep dive into the Plum Goodness business model, revenue streams, and strategic moats in 2026.

Competitor Benchmarking

Plum Goodness vs NykaaPlum Goodness vs L'Oréal SA

Compare

Financial data on this page is sourced from SEC EDGAR filings, official earnings releases, and verified press statements. Revenue figures are reviewed and updated periodically. Read our full data methodology ->

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Editorial Methodology

Company Research

We use company filings, annual reports, company statements and press reports, with primary sources preferred where available. Each financial row shows its recorded source. Full-year figures are separated from annualized run-rates, partial periods and forecasts; unaudited figures carry a label. Source detail varies by company, so check the linked material when the reporting basis matters.

1. Primary Sources

Public companies may provide filings and annual reports. Private-company figures may come from statements or press coverage. A missing figure stays missing, and a source link should identify where its number came from.

2. Expert Curation

We organize company records and review claims for strategic context, source quality and clarity. Pages show a review date where one is recorded.

3. Multi-Pass Audit

Technical checks flag inconsistent figures and missing links. Editorial review of the underlying source remains necessary for claims those checks cannot verify.

Swet Parvadiya
SEC filings & public records methodology
Sourced from public financial records

Explore Related Pages for Plum Goodness

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Sources & References

The data and narrative synthesized in this intelligence report were verified against primary sources:

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