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. Their formulations address core Indian skin concerns - hyperpigmentation, oiliness, and sun damage - at accessible price points. PETA-certified cruelty-free. Products contain no parabens and no synthetic fragrance in most lines, though natural fragrance allergens from botanical extracts (Rosa Damascena, Mandarin Peel) appear in several formulas. Two products carry significant formulation concerns: the sunscreen contains Benzophenone-3 (ECHA Category 1 Endocrine Disruptor, 2025) and the retinol serum markets Retinyl Palmitate as '1% Retinol' - a misleading claim.