Mumbai, May 18, 2026: Plum, one of India’s most admired new-age beauty and personal care brands, is bringing a fresh new format to nighttime skincare with the launch of the Black Rice & Niacinamide-TXA 10% Night Clarity Jelly Serum – a first-of-its-kind jelly serum designed to visibly target pigmentation, acne marks, and uneven skin tone overnight.
With this launch, Plum continues to push the boundaries of skincare innovation – not just through powerful actives, but also through textures and formats that make skincare more exciting to use.
At the heart of the launch is Plum’s proprietary ActiveHold™ Jelly Formula – an innovative jelly texture designed to stay on skin longer through the night, helping actives work more effectively while skin is naturally in repair mode.
Inside the jelly formula is a potent blend of 7% Niacinamide and 3% Tranexamic Acid (TXA) that works across multiple pathways to visibly reduce pigmentation, acne marks, and uneven skin tone over time. The serum is further enriched with Black Rice Extract exclusively sourced from Northeast India (again for the first time), known for its antioxidant-rich properties that helps support clearer-looking skin. It is also this anthocyanin-rich extract that gives this serum its appetizing red colour!
Speaking about the launch, Shankar Prasad, Founder & CEO, Plum said, “With this launch, we wanted to rethink not just the ingredients, but also the experience of using a serum at night. Consumers today want skincare that works hard while still feeling excited to use. The jelly format allowed us to create a formula that helps actives stay on skin longer through the night, while delivering targeted care for concerns like pigmentation and post-acne marks. The fact that we’ve juiced in the chemistry of Black Rice extract for the 1st time in India is also a matter of great pride for our team.”
About Plum: “Chemistry, done with heart” is how best to describe Plum. Its award-winning skincare formulas delight Plumsters while delivering clinically proven results. Founded in 2014 by hands-on formulator and chemical engineer Shankar Prasad, Plum is one of India’s most admired new-age beauty & personal care brands. Its unique approach of bringing together high-potency actives with botanical and mineral ingredients has expanded beyond safe, effective skincare to successful haircare and body care ranges.
Beyond being a leading digital-first brand, Plum is now available at 25,000+ retail outlets across India and steadily expanding into international markets.
