Mumbai, November 20, 2025: Plum, one of India’s most admired new-age beauty and personal care brands, marked a major milestone by celebrating 10 million consumers who used and loved its Rice Water & Niacinamide range. In just five years, the collection has grown into a cult favorite for clear, bright and balanced skin, and the event was Plum’s way of thanking the consumers, partners and teams who shaped this journey.
The IFBE, Mumbai venue was transformed into an immersive “Rice Water & Niacinamide Factory”. It started with a rice water station, featuring Plum’s fermented Shonai rice water which is brewed in a 400-year-old Japanese sake brewery using the traditional Kimoto method. This was followed up hands-on zones showcasing the 99.99% pure niacinamide that’s used in the range for clear, bright skin. Set inside Mumbai’s 140-year-old ice factory – a fitting backdrop for Plum’s ‘factory’ theme — the space also included storytelling corners and interactive installations tracing the range’s journey from a Japanese brewery to 10 million Indian faces. The evening brought together formulators, experts, Plum loyalists, brand partners, creators, influencers, media, and the brand’s leadership for a warm, celebratory gathering.
Beyond the milestone, the event also spotlighted the next chapter of the Rice Water & Niacinamide story. Plum’s formulators and leaders shared behind-the-scenes insights into how the range was developed by pairing fermented Shonai rice water, brewed using the traditional Kimoto method, with 99.99% pure-grade niacinamide and supporting actives like licorice and caffeine for enhanced brightness, clarity and comfort.
The range currently spans a full routine-friendly lineup, including the 10% Niacinamide & Rice Water Serum, 2% Niacinamide & Rice Water Gel Moisturizer, SPF 50 PA++++ Sunscreen, Toner, Face Wash and Cloud Whip Face Mask. Clinical & internal studies have shown visible improvements in clarity, brightness, and overall evenness with regular use.
Speaking on the milestone, Shankar Prasad, Founder & CEO, Plum, said, “Reaching 10 million bright faces wasn’t just a milestone for us, it was a reminder of why we started. This range began as a simple idea in our lab: to bring together the purity of fermented Shonai rice water and the precision of 99.99% Niacinamide in a way that felt real for Indian skin. Seeing it grow into a community favorite has been humbling. This celebration wasn’t about numbers; it was about the people who trusted the science, believed in the story and helped turn a formulation into a movement.”
The celebration embodied Plum’s philosophy of “chemistry with heart,” where rigorous formulation meets warmth and thoughtful design. Looking ahead, the brand remained focused on next-generation ingredient stories tailored for Indian skin, deeper transparency and education, wider accessibility and more immersive experiences that bring Plum’s science and values to life.
