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Founded
2013
Headquarters
Thane (India)
Status
Series C
Company Details
Plum is a prominent Indian beauty and personal care brand, known for its science-driven, 100% vegan Fand and cruelty-free product philosophy. The company operates under Pureplay Skin Sciences (India) Pvt Ltd and has established a strong presence across both online and offline retail channels.
Core Products & Services
Skincare: Face washes, serums, moisturizers, sunscreens, face masks and toners
Haircare: Shampoos, conditioners, hair oils and treatments
Body Care: Shower gels, body lotions, deodorants and soaps
Makeup: Kohl pencils, foundations and other color cosmetics
Men’s Care & Baby Care: Dedicated ranges for men and infants
Business Model & Revenue Streams
Direct-to-Consumer (D2C) Sales: Products sold via the official Plum website and app, contributing a significant share of revenue.
Online Marketplaces: Strong presence on major platforms like Amazon, Flipkart, Nykaa and Purplle; online channels account for 65–70% of total revenue.
Offline Retail: Products available in exclusive Plum stores, assisted beauty counters and unassisted outlets (pharmacies, supermarkets, general trade); offline sales contribute 30–35% of revenue.
Omnichannel Distribution: Integrated approach to reach consumers wherever they shop, ensuring high accessibility and brand visibility.
New Product Launches: Aggressive innovation pipeline, launching 2–3 new products monthly to drive repeat purchases and category expansion.
Top Clients & Partnerships
Strong presence on Amazon, Flipkart, Nykaa and Purplle (online drives ~70% revenue)
Retail partners: 10,000+ outlets, 1,500+ assisted stores, partnership with More Retail
Celebrity/influencer tie-ups (Rashmika Mandanna as brand ambassador)
Backed by A91 Partners, Unilever Ventures, Faering Capital
Future Outlook & Strategic Priorities
Focus on new product launches in core skincare, haircare and makeup
Targeting profitability in FY25, optimizing marketing spend
Plans to double exclusive stores and expand deeper into Tier 2/3 cities
Continued push on omnichannel growth and sustainability initiatives
Key Metrics
Total Equity Funding
$52 Million
No. of Funding Rounds
4
Latest Funding Round
$35 Million, Series C
as of March 23, 2022
Post Money Valuation
$250 Million
as of March 23, 2022
Funding Multiple
4.8
as of March 23, 2022
Investors
Unilever Ventures
and 2 moreEmployee Count
299
Similar Companies
The Moms Co
Exit Details
N/A
All Funding Rounds
| Date | Round Name | Amount | Valuation | Revenue | Revenue Multiple | Investors |
|---|---|---|---|---|---|---|
| March 23, 2022 | Series C | $35 Million | $250 Million | $25.3 Million | 7.8x | A91 Partners, Unilever Ventures, Faering Capital |
| June 5, 2020 | Series B | $14.5 Million | $13.8 Million | $8.7M | - | Unilever Ventures, Faering Capital, Trifecta Capital |
| November 30, 2018 | Series A | $2.2 Million | $12.7 Million | $2.6 Million | 4.1x | Unilever Ventures |