‘Clean.Real.Good-by plum’ highlights the importance of Clean beauty


Plum, the cruelty-free vegan beauty brand certified by PETA, has launched its latest campaign named ‘Clean.Real.Good-by plum’  To highlight the importance of clean beauty in India.

The brand has begun to publish the first of its kind, “what’s in and what’s out,” a list of ingredients that are on their way out of Plum products, based on extensive analysis and scientific validation, to take its dedication to clean beauty to the next level. This campaign is also aimed at increasing people’s consciousness so that they make educated decisions about what they put on their skin, in addition to promising total honesty about what goes into Plum’s goods.

The # TalkCleanToMe campaign, which operates with content creators and influencers on social media, aims to shift the dialogue around what beauty should look like and why it is the way to be clean. The organization also runs an initiative called Empties4Good to promote and make it easy to recycle their empty product bottles for their customers.

“We at Plum wants to move forward and build our own template for what clean skincare means so that it can become a benchmark for skincare science that our customers can uphold and test their choices against. Says Shankar Prasad, founder, and chief executive officer, Plum. The campaign will recognize goods that are made without toxic and unsafe additives for the skin, but taking this one step further is our progress list, which ensures that we are truthful and open in our relationship with our consumers every step of the way and that we keep our commitment to remain safe by working to live up to our promise.

While India’s $14 billion beauty industry is projected to grow two-fold in the next five years, we still lack products and awareness that meet international standards. Nupur Agrawal, head of product innovation at Plum, said. This encouraged us to take on this challenge of promising clean skincare and further discussing what standards of beauty are worth living up to for our clients and us. With Clean. Real. Good. by plum, We promise only to speak cleanly and be clean in every aspect of our brand.


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