Plum
100% vegan, clean, transparent Indian skincare — sulfate- and paraben-free, Indian indie, aesthetic-forward.
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The Indian answer to The Ordinary — active-led, vegan, drugstore-accessible. Green Tea range is the starter pack for Indian skincare newbies.
Strengths
- + Fully vegan
- + Active-led budget line
- + Pan-India availability
Weaknesses
- − Limited hero products
- − Fragrance-heavy
- − Mass-market positioning
The Plum Story
Shankar Prasad founded Plum in 2014 in Mumbai as India's first fully vegan beauty brand. Now sold across pharmacies, Nykaa, and 2000+ retail doors. India's clean-beauty drugstore standard.
Shop Plum by skin type
Curated picks from Plum's lineup, ranked for each skin type.
All Plum Products
15 products reviewed and rated.
3% Niacinamide Alcohol-Free Toner with Rice Water
Plum's modern Indian toner — and the cleanest 3% niacinamide formulation in the in-beauty lineup. The base layers two K-beauty-derived actives at unusual depth for an Indian toner: 3% niacinamide (clinical-tier dose for sebum regulation and pore appearance) plus Japanese rice ferment filtrate (sake-derived, brightening and texture-refining). Oat kernel extract adds calming for active acne. Alcohol-free, fragrance-free, vegan, non-comedogenic, certified by PETA. At ₹400 (~$5) for 150ml, this is one of the most generous niacinamide toners in any beauty origin — comparable Western formulations are 2-3x the price for the same clinical dose. Plum is one of India's largest indie brands; this product was reformulated in 2023 to remove the previous fragrance.
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