September 27, 2023


Youth trendy style

How D2C startup Plume Beauty started with a single solution and is now readying to launch a makeup selection

The egg-formed elegance blender is an vital in each and every woman’s make-up arsenal. And, which is the explanation it is ubiquitous – accessible in many finishes, forms, and rate factors at offline and on line stores. 

But Garima Juneja saw an possibility to superior this day-to-day use merchandise – and generate a organization. 

“A attractiveness blender is available all over the place. But most instances, it’s nothing at all but a sponge that absorbs most of the basis rather than mixing it into your pores and skin. And that is not what a blender is supposed to do,” claims Garima, who earlier ran a electronic internet marketing business.

She researched for 5 to 6 months and figured out a way to boost this merchandise. Plume’s beauty blenders are made of microfibre whilst the brushes use “high-quality” artificial hair, which tends to make them operate differently and “better”.

Garima statements that the differentiator in brushes is also their density, which picks up item nicely and doesn’t depart streak marks on the pores and skin. 

“I knew the industry possibility was big if we could make a much better blender. For starters, mainly because we do not have a competitor next, this is a incredibly small classification to make investments in for a big brand name,” Garima claims. 

Plume’s natural beauty blenders and brushes

After the product or service was produced, Garima, alongside with Gaurav Mishra, released Plume Beauty in June 2019 with a crew of two customers and an expenditure of Rs 1 lakh. She circulated samples between makeup artists, who constantly gave them responses, and trend influencers, who gave them great assessments. 

“We commenced by marketing our take a look at parts to makeup pros and continually incorporated their feedback in our products. They are the greatest to get the job done with for the reason that if they like something they will get the entire set and, if they don’t, they will never invest in from you once more,” Garima claims. 

Makeup tools needs to be leading top quality to supply the finest benefits, and Plume focused all its energies on developing best-in-course products and solutions. Most of Plume ‘s items are developed by third social gathering manufacturers in India and China, and are priced among Rs 150 and Rs 5,950. 


The brand offered all over 6,000 magnificence blenders worthy of Rs 30 lakh in six months, immediately after launching in June 2019 and went on to launch a set of professional make-up brushes with 25 inventory-keeping units (SKUs), in December 2019. The business also sells equipment, such as a elegance blender stand and makeup brush pouch. 

Their merchandise are marketed throughout marketplaces such as Amazon and Nykaa, and its very own web-site. 

Credit rating: YourStory Style

Garima promises almost 90 per cent of their product sales occur from their very own internet site and the rest from marketplaces.  

She states many make-up influencers, including Delhi-primarily based Shalini Srivastava, Mumbai-centered Simmy Goraya, and Kolkata-dependent Sohini Chanda, assisted in making their solutions viral. 

The market and outlook

In accordance to Statista, the beauty market in India was at $11.16 billion in 2017 and is predicted to achieve $20 billion by 2025.  The pandemic also aided increase expansion as far more persons began procuring on the internet from many aged and new brands.

Following producing a mark in the makeup devices classification, Plume now has strategies to start a make-up vary. It released a primer in December 2020 and resolved to additional leverage influencer promoting to “create a excitement about our product”. 

The a few-member team is now planning to roll out a lot more cosmetics, which includes liquid and bullet lipsticks and eyeliners in September and eyeshadow palettes in January 2022. With these launches, the firm will now have 60 SKUs throughout groups. 

Plume statements to have generated Rs 96 lakh in gross earnings in FY21. Immediately after the launch of makeup solutions, the agency estimates that it will get to Rs 5 crore profits in FY22. The cosmetic firm is also looking at boosting its 1st round of funding by the initially fifty percent of subsequent year.   

After the makeup products are introduced, Plume will be specifically competing with India Quotient-backed Sugar Cosmetics, which touched Rs 100 crore earnings previous calendar year, money-prosperous MyGlamm, and IPO-bound make-up vendor Nykaa

Edited by Teja Lele Desai