D2C beauty brand Plum is strengthening its omnichannel strategy as India’s premium beauty market continues to evolve, with consumers increasingly moving seamlessly between digital and physical shopping channels. The company is focusing on expanding distribution, enhancing product innovation, and building deeper consumer relationships while pursuing long-term sustainable growth.
Founded on science-led skincare and beauty formulations, Plum has established itself as one of India’s leading homegrown D2C beauty brands. As consumer behaviour shifts, the company believes that beauty shoppers no longer rely on a single purchasing channel. Instead, they discover products through social media, experience them in offline stores, and increasingly reorder through quick commerce and digital platforms.
Recognising this shift, Plum has built an integrated omnichannel ecosystem spanning its direct-to-consumer (D2C) website, online marketplaces, quick commerce platforms, and offline retail stores.
Founder Shankar Prasad said the company’s ambition is to make Plum accessible wherever consumers choose to shop while continuing to earn their trust through products that consistently deliver results.
Recent consumer trends further support this strategy. According to industry data referenced by the company, 53% of Indian beauty shoppers are digitally influenced, while only 3% complete their purchases online, highlighting the continued importance of physical retail in the beauty buying journey.
While digital channels remain a key growth driver, Plum views offline retail as equally important in building a long-term beauty brand. Prasad said the company will continue expanding its offline footprint with discipline while investing in capabilities that strengthen the consumer experience across every touchpoint.
The company also addressed recent market reports regarding a potential USD 75–100 million fundraising exercise. Plum declined to comment on market speculation, reiterating that its priority remains product innovation, thoughtful omnichannel expansion, and creating long-term value for consumers.
Beyond metros, Plum is seeing growing opportunities across Tier II and Tier III cities. According to Prasad, consumers across India are becoming increasingly informed and performance-driven, regardless of geography. This creates opportunities for brands that focus on innovation, product quality, and efficacy rather than relying solely on marketing.
Looking ahead, Plum also sees significant international potential. While India remains its immediate growth priority, the company believes homegrown beauty brands can establish a meaningful global presence over time. Its near-term focus will remain on strengthening distribution, expanding consumer reach, improving its product portfolio, and continuing to build one of India’s most trusted omnichannel beauty brands.
As India’s premium beauty market matures, Plum’s omnichannel-first strategy reflects how leading D2C brands are combining digital discovery, offline experience, quick commerce, and science-backed innovation to drive long-term growth.
Source: Based on reporting by Indian Retailer, with additional editorial adaptation and analysis.
