Fragrance house

Plum

Plum Goodness was founded in 2013 by Shankar Prasad through parent company Pureplay Skin Sciences and officially launched in 2014 with about 15 products as an internet-first beauty business. Headquartered in Mumbai, the brand built its stated philosophy around “Be Good,” emphasizing authenticity, avoiding over-promising, acknowledging product mistakes, and maintaining a direct, approachable relationship with consumers. It began with skincare and expanded into adjacent personal-care categories, adding Plum BodyLovin’ as a bath-and-body brand in 2020. Pureplay later raised investment through a 2018 Series A led by Unilever Ventures, a 2020 Series B led by Faering Capital, and a further equity round led by A91 Partners in March 2022. That year, actor Rashmika Mandanna joined Plum as an investor and brand ambassador. Within BodyLovin’, fragrance communication was associated in 2022 with a vibrant, light-hearted, quirky, and delightful personality. Vanilla Vibes Body Mist is described as a sweet, warm vanilla fragrance and labeled a best seller.