Pureplay Skin Sciences started with marketing products under the brand name, Plum, as one of India’s first online-only beauty brands. All products are 100 percent vegan, cruelty free and is PETA-certified. In addition to being one of the fastest growing Direct to Customer (D2C) beauty brands in India, the Company’s brands have also grown their retail presence in India. The product portfolio comprises skincare, haircare, body care and makeup and the Company has been pioneering the clean and conscious beauty movement in India.