Plum

Plum Goodness is one of India's pioneering certified vegan and cruelty-free skincare brands, founded in 2013 in Thane, Maharashtra. Built on the principle that effective skincare doesn't require animal-derived ingredients, Plum has become one of the most trusted mid-market brands in India. Formulations address core Indian skin concerns at accessible price points. PETA-certified cruelty-free. Key scoring concerns: the sunscreen contains Benzophenone-3 (Oxybenzone, ECHA Category 1 Endocrine Disruptor 2025), the retinol serum markets Retinyl Palmitate as '1% Retinol' (misleading claim), and multiple products contain Rosa Damascena fragrance allergens in leave-on formulas without disclosure.