Plum Goodness
Company History
Plum Goodness History: Founding, Growth & Key Milestones
Founded 2013 in Thane, Maharashtra, India
When was Plum Goodness founded?
Plum Goodness was founded in 2013 in Thane, Maharashtra, India by Shankar Prasad, making it 13 years old.
- Founded
- 2013
- Founding place
- Thane, Maharashtra, India
- Founders
- Shankar Prasad
- Headquarters today
- Thane, Maharashtra, India
- Milestones documented
- 6 (2013–2025)
- Current CEO
- Shankar Prasad
| Year | Event |
|---|---|
| 2013 | Pureplay Skin Sciences Incorporated in Thane |
| 2018 | Unilever Ventures Backs Plum |
| 2020 | Faering Capital Leads $14.9 Million Series B |
| 2020 | Launch of Plum BodyLovin' Gourmand Fragrance Line |
| 2022 | A91 Partners Leads $35 Million Series C |
| 2025 | First Full-Year Profit |
- Where was Plum Goodness founded?
- Plum Goodness was founded in Thane, Maharashtra, India in 2013.
- Who founded Plum Goodness?
- Plum Goodness was founded by Shankar Prasad.
- When did Plum Goodness start?
- Plum Goodness was founded in 2013.
- How old is Plum Goodness?
- Plum Goodness is 13 years old as of 2026.
Founding Story
Plum Goodness was founded in 2013 by Shankar Prasad, an IIT Bombay and ISB graduate who previously worked at Hindustan Unilever and Everstone Capital. While deeply entrenched in the Indian consumer market, he noticed an absolute void in the beauty sector: there were no genuinely 100% vegan, cruelty-free, and transparently formulated skincare brands in India. Massive legacy brands relied heavily on harsh chemicals, while 'ayurvedic' startups lacked scientific backing. Prasad entirely self-funded the launch of Plum, creating India's very first exclusively vegan beauty brand, deeply focused on extreme transparency regarding its chemical formulations to win the absolute trust of millennial women.
Founders
Shankar Prasad
Shankar Prasad founded Pureplay Skin Sciences, the company behind Plum, in 2013 and has run it as founder and CEO since. He studied chemical engineering at IIT Bombay and earned an MBA from ISB, then worked at Hindustan Unilever, McKinsey & Company and Everstone Capital, where he was part of the founding team of FACES Cosmetics in India. He started Plum as a 100% vegan, cruelty-free beauty brand and grew it to ~$46.6 million (₹402 crore) of revenue in FY25. Shankar Prasad was born in 1973.
Key Milestones
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.
Source: valueforstartups.inUnilever Ventures Backs Plum
Unilever Ventures invests in Plum, later joining the 2020 Series B and 2022 Series C rounds.
Source: vegconomist.comFaering 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.
Source: vegconomist.comLaunch of Plum BodyLovin' Gourmand Fragrance Line
Introduces Plum BodyLovin', offering whimsical bath and body collections with dessert-inspired fragrances (Vanilla Vibes, Hawaiian Rumba).
Source: licensinginternational.orgA91 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.
Source: m.economictimes.indiatimes.comFirst 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.
Source: entrackr.comKeep researching Plum Goodness
Plum Goodness Company History FAQ
What are Plum's key milestones?
2013 founding; 2014 Green Tea range; 2020 $14.9 million Series B; March 2022 $35 million Series C at about $250 million; FY25 first profit on ~$46.6 million (₹402 crore) revenue; 2026 $75-100 million fundraise process with Rothschild.
When was Plum founded?
In 2013, by Shankar Prasad, in Thane, Maharashtra.
How did Plum fund its growth?
Unilever Ventures was an early investor. Faering Capital led a $14.9 million Series B in 2020 and A91 Partners led a $35 million Series C in March 2022.
When did Plum become profitable?
In FY25, with a ~$2.9 million (₹25 crore) profit on ~$46.6 million (₹402 crore) of operating revenue.
What inspired Shankar Prasad to launch India's first 100% vegan beauty brand in 2013?
In 2013, former Unilever executive Shankar Prasad recognized that while clean and vegan personal care was flourishing in the West, Indian consumers were limited to synthetic chemical cosmetics or traditional ayurvedic products. Prasad founded Plum with a strict non-negotiable charter: 100% vegan formulations, zero parabens, zero animal testing, and transparent ingredient science.
How did Plum Goodness bootstrap and finance its expansion through venture capital?
After five years of bootstrapping on family capital, Plum raised capital from Unilever Ventures in 2018, followed by a $14.9 million Series B in 2020 led by Faering Capital and a $35 million Series C in March 2022 led by A91 Partners, maintaining a disciplined, capital-efficient growth model.
How did Plum achieve full GAAP profitability in FY25 while rivals burned capital?
In FY25, Plum achieved net profitability of ~₹25 crore on operating revenues of ~₹402 crore ($46.6M). Unlike venture-backed D2C startups that overspent on performance marketing, Plum maintained disciplined unit economics, high organic repeat rates, and a balanced multi-channel distribution model.
How did the Green Tea skincare range become Plum's iconic hero product line?
Plum's Green Tea Pore Cleansing range (face wash, toner, night gel) designed specifically for oily, acne-prone Indian skin became a viral consumer sensation, accounting for a substantial percentage of brand sales and winning multiple national beauty awards.
How did Plum expand into specialized sub-brands like Phy and BodyLovin'?
To address distinct consumer niches, Pureplay Skin Sciences launched "Phy" in 2019 (a 100% vegan men's grooming line) and "Plum BodyLovin'" in 2020 (fragrant, experiential body care and fine mist perfumes), expanding cross-category shelf presence.
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