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ApprovedPlum's 10% Niacinamide Face Serum stands out with its transparent formulation, clinically backed claims for spot reduction, and consistent messaging across all retail platforms, offering a reliable option for targeted skin concerns.
₹499 • Analysed 22 July 2026
This Plum serum, with its lightweight, non-sticky texture and key actives like 10% Niacinamide and 5% Squalane, is well-suited for the Indian climate, including humid conditions. Priced accessibly at Rs. 599 (often discounted), it positions itself as a strong contender in the mass-premium active serum segment. The brand's claims, including the 'clinically proven' statement, appear to be ASCI compliant with disclosed study details, and do not cross into CDSCO drug territory.
Independent and free. The Clean Sheet takes no money from brands to review, rank, or approve a product. This is a web evidence review, not a Clean Sheet certification. We checked the ingredient list, publicly available test reports, marketing claims, and formula logic using only public information available at the time of review.
Niacinamide percentage (10%) is explicitly disclosed and present in INCI. Rice Extract (Oryza Sativa Extract, Rice Ferment Filtrate) is also present.
Brand states: 'Clinically proven to reduce blemishes & dark spots in 4 weeks* (*Based on a clinical study conducted with 30 subjects over 4 weeks.)' This is a Level 6 clinical study with disclosed parameters.
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots, which often correlates with overall brightening.
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots.
Niacinamide is well-known to help improve the appearance of enlarged pores. The clinical study on blemishes/dark spots may have observed this as a secondary endpoint, but it is not explicitly stated.
Niacinamide is known to help with post-inflammatory hyperpigmentation (acne marks). The clinical study on blemishes/dark spots provides direct support for this claim.
No 'Parfum' or 'Fragrance' is listed in the retrieved INCI. INCIDecoder also confirms this claim.
No drying alcohols (e.g., Ethanol, Alcohol Denat.) are listed in the retrieved INCI. Benzyl Alcohol is present as a preservative, not a drying alcohol. INCIDecoder also confirms this claim.
What we could confirm from public sources and the verified ingredient list.
Ingredient Safety & Toxicity
Full ingredient list retrieved and verified against INCIDecoder.
Screened against the ingredient database (12 of 27 ingredients matched); no cosmetics-prohibited ingredient found.
No ingredient with a recognised endocrine-activity concern found in the database.
No IARC-classified or formaldehyde-releasing ingredient found in the database screen.
No commonly-comedogenic ingredient found - a reasonable fit for acne-prone skin.
Irritation & Allergen Risk
Declares 1 known allergen(s) (benzyl alcohol). Reactive skin should note these.
No high-sensitisation preservative (MI/MCI/formaldehyde-releaser) from our screen was found.
Brand claims dermatologist testing (claim stated; underlying report not seen).
Ingredient Transparency
The full INCI list is publicly available, not just hero ingredients.
Active percentages are disclosed for the hero ingredient(s).
Ingredients are listed in the descending order required by India Cosmetics Rules 2020.
Standards & Compliance
Usage warnings and directions are clear on the label.
No retinoid or other pregnancy-cautioned active found in the screen.
Screened against a curated reference set that we are continuing to verify and expand, so “clear” means no flag from that set, not a guarantee. Not a substitute for a full toxicological or clinical assessment.
| Ingredient |
|---|
Aqua |
Niacinamide (10%) |
Oryza Sativa (Rice) Extract |
Isodecyl Neopentanoate |
Squalane (5%) |
Sorbitol |
Pentylene Glycol |
Hydrogenated Polyisobutene |
Rice Ferment Filtrate (Sake) |
Butylene Glycol |
Rosa Damascena (Rose) Flower Water |
Caffeine (1%) |
Glycyrrhiza Glabra (Licorice) Root Extract |
Glycerin |
Acrylates Copolymer |
Vp/Polycarbamyl Polyglycol Ester |
Hydrolyzed Sesame Protein Pg-Propyl Methylsilanediol |
Benzyl Alcohol |
Hydroxyacetophenone |
Caprylyl Glycol |
Ethylhexyl Olivate |
Sodium Acrylates Copolymer |
Polyglyceryl-4 Olivate |
Cyclodextrin |
Sodium Hyaluronate |
Tocopheryl Acetate |
Sodium Gluconate |
INCI order as declared on packaging. Position reflects approximate concentration (high to low).
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
Flags are based on publicly available INCI only. Not a substitute for full regulatory compliance review.
Niacinamide percentage (10%) is explicitly disclosed and present in INCI. Rice Extract (Oryza Sativa Extract, Rice Ferment Filtrate) is also present.
Mentioned only
Brand states: 'Clinically proven to reduce blemishes & dark spots in 4 weeks* (*Based on a clinical study conducted with 30 subjects over 4 weeks.)' This is a Level 6 clinical study with disclosed parameters.
Evidence visible
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots, which often correlates with overall brightening.
Evidence visible
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots.
Evidence visible
Niacinamide is well-known to help improve the appearance of enlarged pores. The clinical study on blemishes/dark spots may have observed this as a secondary endpoint, but it is not explicitly stated.
Evidence visible
Niacinamide is known to help with post-inflammatory hyperpigmentation (acne marks). The clinical study on blemishes/dark spots provides direct support for this claim.
Evidence visible
No 'Parfum' or 'Fragrance' is listed in the retrieved INCI. INCIDecoder also confirms this claim.
Missing
No drying alcohols (e.g., Ethanol, Alcohol Denat.) are listed in the retrieved INCI. Benzyl Alcohol is present as a preservative, not a drying alcohol. INCIDecoder also confirms this claim.
Missing
Assumed supported by the brand's internal sourcing and certification. No animal-derived ingredients are visible in the INCI.
Missing
Brand states this, implying finished product testing for skin compatibility and safety.
Evidence visible
This review evaluates brand claims against visible evidence and formula logic. It does not replace a full ingredient safety analysis or a clinical product test. Results vary by individual, and the consumer should always read the full ingredient list and follow usage guidance.
Are you the brand? If you have published test data or want to request a re-review, write to us at hello@thecleansheet.in.
No IARC-classified or formaldehyde-releasing ingredient found in the database screen.
No commonly-comedogenic ingredient found - a reasonable fit for acne-prone skin.
Irritation & Allergen Risk
Declares 1 known allergen(s) (benzyl alcohol). Reactive skin should note these.
No high-sensitisation preservative (MI/MCI/formaldehyde-releaser) from our screen was found.
Brand claims dermatologist testing (claim stated; underlying report not seen).
Ingredient Transparency
The full INCI list is publicly available, not just hero ingredients.
Active percentages are disclosed for the hero ingredient(s).
Ingredients are listed in the descending order required by India Cosmetics Rules 2020.
Standards & Compliance
Usage warnings and directions are clear on the label.
No retinoid or other pregnancy-cautioned active found in the screen.
Screened against a curated reference set that we are continuing to verify and expand, so “clear” means no flag from that set, not a guarantee. Not a substitute for a full toxicological or clinical assessment.
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots.
Niacinamide is well-known to help improve the appearance of enlarged pores. The clinical study on blemishes/dark spots may have observed this as a secondary endpoint, but it is not explicitly stated.
Niacinamide is known to help with post-inflammatory hyperpigmentation (acne marks). The clinical study on blemishes/dark spots provides direct support for this claim.
No 'Parfum' or 'Fragrance' is listed in the retrieved INCI. INCIDecoder also confirms this claim.
No drying alcohols (e.g., Ethanol, Alcohol Denat.) are listed in the retrieved INCI. Benzyl Alcohol is present as a preservative, not a drying alcohol. INCIDecoder also confirms this claim.
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
No prohibited or restricted ingredients identified
Flags are based on publicly available INCI only. Not a substitute for full regulatory compliance review.
Niacinamide percentage (10%) is explicitly disclosed and present in INCI. Rice Extract (Oryza Sativa Extract, Rice Ferment Filtrate) is also present.
Mentioned only
Brand states: 'Clinically proven to reduce blemishes & dark spots in 4 weeks* (*Based on a clinical study conducted with 30 subjects over 4 weeks.)' This is a Level 6 clinical study with disclosed parameters.
Evidence visible
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots, which often correlates with overall brightening.
Evidence visible
Supported by the presence of Niacinamide and Licorice Root Extract, and indirectly by the finished product clinical study on blemishes/dark spots.
Evidence visible
Niacinamide is well-known to help improve the appearance of enlarged pores. The clinical study on blemishes/dark spots may have observed this as a secondary endpoint, but it is not explicitly stated.
Evidence visible
Niacinamide is known to help with post-inflammatory hyperpigmentation (acne marks). The clinical study on blemishes/dark spots provides direct support for this claim.
Evidence visible
No 'Parfum' or 'Fragrance' is listed in the retrieved INCI. INCIDecoder also confirms this claim.
Missing
No drying alcohols (e.g., Ethanol, Alcohol Denat.) are listed in the retrieved INCI. Benzyl Alcohol is present as a preservative, not a drying alcohol. INCIDecoder also confirms this claim.
Missing
Assumed supported by the brand's internal sourcing and certification. No animal-derived ingredients are visible in the INCI.
Missing
Brand states this, implying finished product testing for skin compatibility and safety.
Evidence visible
