Plum Goodness has been actively expanding its product portfolio through ongoing innovation. The brand recently introduced perfumes and fragrances, eye shadow sticks, eye shadow palettes, sunscreens, and more shades in the Kajal Pencil category. The company plans to launch additional products in the skincare and makeup categories within the next three to six months. Last year, Plum ventured into the baby care space with its ‘Baby Plum’ range, which utilises avocado as a key ingredient.
As part of its product segment revamp, Plum Goodness is discontinuing certain skincare products for men, such as face packs, moisturisers, and face washes. Instead, the brand will focus on enhancing its bath and body products, including shower gels and perfumes for men.
Plum Goodness has always prioritised inclusivity and aims to cater to a wide range of skin types and tones. The brand’s philosophy revolves around taking care of oneself in the best possible way and radiating natural beauty. Plum does not promote fairness creams and focuses on making what is already good better. The company is committed to sustainability and transparency in its operations. The brand incorporates recycled materials into its packaging whenever possible and encourages customers to return empty containers for recycling. This practice has been in place for over five years, reflecting the brand’s responsibility towards reducing plastic waste.
Plum Goodness has witnessed significant revenue growth in recent years. In FY23, the brand’s revenue rose by 71.3% to reach Rs 322.3 crore ($43 million). The company expects to achieve a 15-20% growth rate in the current financial year.
RTM Watch’s Take
Plum Goodness’ plans for a product segment revamp align with its commitment to providing natural, vegan, and sustainable beauty products. By discontinuing certain men’s skincare products and focusing on bath and body offerings, the brand aims to cater to evolving consumer preferences. Plum’s emphasis on inclusivity and its refusal to promote fairness creams further strengthens its position as a socially responsible beauty brand. With its ongoing innovation and commitment to sustainability, Plum Goodness is well-positioned to continue its growth trajectory in the competitive beauty market.
