Plum, India’s first 100% vegan beauty brand, has forayed into the baby care space with the launch of ‘Baby Plum’. The new range, designed with delicate baby skin in mind, is clinically tested by pediatricians offering pH balanced and tear-free formulas in a variety of SKU’s – baby lotion, body wash, baby shampoo and massage oil.
Shankar Prasad, CEO & Founder, Plum said “The launch of Baby Plum is a defining moment in the evolution of the brand. Plum’s exciting journey in the beauty & personal care domain has been shaped by the evolving needs of consumers who seek high-quality, effective, and vegan products they can trust. Our curated line of baby products is thoughtfully developed and tested under pediatric and dermatological control for baby’s sensitive skin. We love the outcome and are extremely excited to share it with our consumers. This also reinforces our commitment to introduce products filled with ‘goodness that delivers’ for our consumers, which now includes tiny tots as well.”
Developed using avocado as a key ingredient which is known for its benefits for baby’s sensitive skin, the brand brings a thoughtfully curated baby care range, carefully formulated with safe and gentle ingredients suitable for daily use for babies. Being easily absorbed by the skin, avocado helps in deeply moisturizing and soothing baby’s delicate skin making it an ideal addition to your baby’s delicate skincare routine. In addition to avocado, Baby Plum products are also nourished with the goodness of other nourishing baby-safe ingredients such as shea butter, chamomile, vitamin E, coconut & sunflower oils to name a few, all of which further help in aiding healthy skin development in babies.
This new collection of baby care products is available on both online on the company’s website as well as marketplaces alongside the brand’s 20+ exclusive outlets spread across the country, in addition to select multi-brand retail outlets. The addition of this category signals a strategic move for Plum to claim its place in every household’s monthly purchase basket with products catering to multiple different age groups.
Born in 2013, brainchild of Shankar Prasad, an IIT-ISB Alum, Plum is India’s first 100% vegan beauty brand with a strong portfolio of cruelty-free & non-toxic products in skincare, haircare, personal care, and makeup. Plum products are formulated with ‘good science’ — a combination of the richest sources of natural nutrients and research-backed actives, and come in recyclable packaging, adhering to the brand ethos of ‘goodness that delivers.’ The brand is driven by a strong leadership & investor team focused on building value for – People, the Planet, and Profit-sharing participants.
With over 500 SKUs, Plum has steadily built its customer base on both online and offline platforms. In addition to being among the top new-age beauty brands online with presence in 15 countries, the brand now reaches over 350 towns and cities in India, through 1500+ assisted outlets, and over 15,000 unassisted outlets – growing month-on-month. It is also one of the fastest growing beauty and personal care brands on key online marketplaces. Under their latest initiative Project Blackboard, part of the proceeds of every Plum product purchase goes towards girl child education.
Plum had raised Rs. 270 Cr (USD 33 Mn) in March 2022 at a valuation of Rs. 2,000 Cr (USD 250 mn). Till date, the company has raised around Rs. 400 Cr (USD 50 Mn) from various investors. For FY 21-22, the company reported revenues of Rs. 250 Cr (USD 30 mn).
The babycare products market in India is estimated to be Rs. 100,000 Cr (USD 12 Bn) and includes baby apparel, cosmetics, skin care, accesorries and OTC products such as rash creams and diapers.