Plum Goodness
Acquisitions
3
Major Deals Covered
$21M
Disclosed Deal Value
Plum Goodness's largest disclosed acquisition here is BodyLovin' Fragrance & Bath Care Assets for $9M in 2020. This page covers 3 major deals from 2014 to 2020, each with its price where disclosed and the reason behind it.
| Company | Year | Price | Purpose |
|---|---|---|---|
| Pureplay Skin Sciences R&D Laboratories | 2014 | $4.0M | Consolidated chemical engineering, green chemistry formulation, and vegan cosmetic research facilities in Thane, Maharashtra. |
| Phy Men's Clean Grooming Brand | 2019 | $7.5M | Developed and acquired specialized dermatological formulas to launch Phy, a 100% vegan men's grooming and skincare line. |
| BodyLovin' Fragrance & Bath Care Assets | 2020 | $9.0M | Acquired specialized perfume formulation, body mist blending, and bath care product pipelines. |
2020
$9M
Acquired specialized perfume formulation, body mist blending, and bath care product pipelines.
Launched Plum BodyLovin', offering affordable luxury body mists, shower gels, and vanilla-scented body butters.
Became one of Plum's highest-velocity consumer categories, contributing over 25% of total retail revenues.
2019
$8M
Developed and acquired specialized dermatological formulas to launch Phy, a 100% vegan men's grooming and skincare line.
Expanded Plum's addressable market into the fast-growing Indian male grooming and beard care segment.
Diversified retail sales across modern trade pharmacies and online marketplaces.
2014
$4M
Consolidated chemical engineering, green chemistry formulation, and vegan cosmetic research facilities in Thane, Maharashtra.
Established Plum as India's first 100% vegan, cruelty-free beauty brand with clean dermatological formulations.
Created flagship products including the Green Tea Pore Cleansing Face Wash, driving brand breakout on Nykaa and Amazon.
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.
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).
No acquisitions have been reported. Pureplay built its sub-brands, Plum BodyLovin' and Phy, in-house.
A91 Partners, Unilever Ventures, Faering Capital and Trifecta Capital.
Rather than acquiring external direct-to-consumer brands, Pureplay has primarily pursued organic brand incubation, launching and scaling its own complementary in-house brands (Phy for men's grooming and Plum BodyLovin' for body care) atop its shared manufacturing and logistics infrastructure.
While Plum evaluates tuck-in opportunities in specialized haircare and active dermaceuticals, management maintains strict valuation discipline, requiring any acquisition target to possess genuine clean-science formulation integrity and path to standalone profitability.
Unilever Ventures' investment served as a major global institutional endorsement of Shankar Prasad's formulation quality, providing Plum with access to international beauty trend forecasting and strategic consumer packaged goods expertise.
While large multinational beauty conglomerates frequently acquire fast-growing Indian D2C brands, Plum's board and founder Shankar Prasad remain committed to building an independent, generational Indian beauty powerhouse with plans for a domestic IPO.
Plum is establishing strategic distribution joint ventures and retail partnerships across the United Arab Emirates, Saudi Arabia, and Southeast Asia, exporting its certified vegan personal care lines to rapidly expanding international clean beauty markets.
Rather than acquiring a men's grooming startup, Pureplay allocated internal venture capital to build Phy in-house, sharing dermatological labs, regulatory certifications, and logistics networks to achieve rapid shelf presence across modern trade salons and online marketplaces.
Compare corporate acquisition records, deal values, and strategic targets
Explore Plum Goodness
Core profile pages, founders and related research hubs for this company.