Mumbai, December 22, 2025: Plum, one of India’s most admired new-age beauty and personal care brands, has introduced Plum TrueSPF™, a proprietary assurance system aimed at raising the bar on sunscreen transparency, testing, and trust for Indian consumers. Over the past year, sunscreens have faced increased scrutiny, with independent tests and online conversations prompting questions around the reliability of SPF claims. At Plum, sun protection is considered one of the most essential steps in any skincare routine, making clarity and consistency in SPF claims critical. TrueSPF™ reinforces the brand’s commitment to honest, science-led sun protection.
Plum TrueSPF™ is a rigorous verification framework designed to validate real SPF performance beyond basic regulatory compliance. Built as a seal of proven protection, it combines multiple layers of testing, quality control, and transparent reporting to ensure sunscreens perform as promised in real-world conditions.
Speaking about the launch, Shankar Prasad, Founder & CEO, Plum, said, “Sun protection is an essential part of any skincare routine, and it’s important that consumers feel confident about the protection they are using. Over time, we noticed increasing conversations and questions around SPF claims, which prompted us to look more closely at how we test and communicate our sunscreens. With TrueSPF™, we are reinforcing our focus on science-led formulation, robust testing, and greater transparency. Our aim is simple: when we say SPF 50, consumers should feel assured about the protection they are choosing.”
At the core of TrueSPF™ are five stringent checks, including in-vivo testing on human volunteers and in-vitro laboratory testing to validate real-world SPF performance. For its hero product, the Plum Rice Water & 2% Niacinamide Sunscreen SPF 50 PA++++, the brand also conducts batch-level testing to ensure consistent SPF 50 protection. TrueSPF formulations use globally accepted, high-performance UV filters selected for safety, photostability, and suitability for Indian skin and climate, alongside 360-degree quality checks covering SPF and UVA consistency and formula stability.
Transparency remains central to TrueSPF™. Plum will publish test reports verifying SPF 50 PA++++ performance for its Rice Water & 2% Niacinamide Sunscreen, accessible via a QR code on the packaging. While the TrueSPF™ assurance currently applies to this product, the TrueSPF™ logo will begin appearing on the front of pack across Plum’s sunscreen portfolio. With TrueSPF™, Plum reaffirms its belief that trust in sun protection is built through science and openness. By publishing test reports and strengthening quality checks, the brand ensures consumers can rely on what’s stated on the label. Plum brings together chemistry and transparency to back every protection claim it makes.
