Skincare brand Plum launches first-ever lipstick line

By

Isabelle Crossley

Published
Mar 15, 2022

Skincare brand Plum has launched its first-ever line of lipsticks as it continues to diversify its product selection and step into cosmetics. 

Plum’s latest launch solidifies its focus on makeup as the brand looks to tap into India’s fast-growing clean beauty market. The line of vitamin-infused liquid lipsticks features ten shades including various nudes, pinks, reds, and browns, the brand announced in a press release.  
 
The line is 100% vegan and cruelty-free in line with Plum’s brand philosophy of clean and ethical beauty. The liquid lipsticks are also transfer-proof and designed to last up to eight hours after application. 

The already growing clean and vegan overlapping beauty markets experienced a boom in popularity during the pandemic as consumers prioritised health in their purchasing choices. Plum aims to tap into this growth opportunity by expanding its makeup product selection. 
 
Plum’s products are free from known toxins like talc, parabens and phthalates and the brand is positioned in the clean personal care and beauty space. The brand retails from its dedicated e-commerce store which retails its main skincare and haircare lines as well as its ‘Phy’ personal care line for men and ‘Body Lovin’ range of body care products.