What is Plum Goodness and what makes it unique in the clean beauty space?

Plum Goodness is an Indian beauty and personal care brand committed to delivering clean, cruelty-free, and vegan products. Founded in 2013, the brand has become a pioneer in the clean beauty movement by blending science-backed formulations with ethical values. Plum offers a wide range of skincare, haircare, body care, and makeup products, all free from harmful chemicals like parabens, phthalates, and sulfates.

What makes Plum Goodness truly unique is its focus on three core principles: ethics, efficacy, and empathy. The brand is 100% vegan and cruelty-free, standing firmly against animal testing. It ensures efficacy by using ingredients that are not only safe but also clinically proven to work. In terms of empathy, Plum goes beyond just skin-deep care—championing sustainability with recyclable packaging and initiatives like the “Empties4Good” program, where customers can return empty bottles for recycling.

By combining transparent ingredient sourcing, thoughtful formulations, and a strong commitment to social and environmental causes, Plum Goodness has carved a niche as a trustworthy, people- and planet-friendly beauty brand.

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