Home/ Brand Post / Plume beauty taps professional makeup market with quality products

The beauty industry is seeing an unprecedented growth in the country. The number of Makeup artists and learners is also growing at an equally fast rate, thus creating a huge chunk of evolved makeup users & learners. Therefore, understanding the prerequisites of the industry, Plume Beauty, a Premium Cosmetics Brand curated by experts of the Makeup artistry field has taken a fresh route in the realm. The brand Plume Beauty stands for creating high quality makeup products for the makeup artist professionals, learners and enthusiasts. Their products are recommended and vetted by the top makeup artists. Plume is essentially building a brand for makeup artists, learners & enthusiasts, like MAC Cosmetics, which was a makeup artist brand first, and then it became an aspirational brand for makeup enthusiasts all over the world. Everyone in India is going from the bottom up, through the masses. They are trying to become Maybelline. “We don't want to take the path that most new age cosmetics brands have taken, we want to go top-down, and become an expert led, in-depth content & community driven aspirational brand like MAC cosmetics." - say Garima Juneja & Gaurav Mishra, co-founders of Plume Beauty.

Recommended by experts, made for you

Staying up to date with all the trends in the industry, Plume Beauty makes sure to never compromise on quality in any of its products. The brand’s team of qualified professionals puts their best foot forward to introduce the latest international trends and formulations in their ranges. Not only does the brand avail its wide collection to everyone on the lookout, but also have got them recommended by renowned Makeup Artists in the industry. Some of the best names include Manveen Kaur, Guneet Virdi, Shalini Srivastava, and many more.

Unprecedented Growth Story

The brand puts forward the philosophy of a hero product led-growth strategy wherein each of the products becomes a cult product and helps the brand to achieve an immense growth rate and mark their presence in the cosmetic line. Crediting their precision of working, Plume beauty has grown 10X in last 6 months: from clocking an INR 11 lakhs monthly revenue in July 21 to INR 1.1 Crores in January 22! The company has been growing 40-50% MoM since the last 6 months.

Brainchild of a 2nd time founder couple who have run a digital marketing agency before

Garima Juneja and Gaurav Mishra, who have run an agency specialising in social media & viral influencer led marketing, have built the brand from scratch while building the products in accordance with the makeup artists & implementing their past experience of social media & influencer marketing. The brand found its roots with Garima Juneja’s passion to explore the make-up industry. In an attempt to bridge the gap between the Makeup artists & enthusiasts and their cosmetic requirements, Garima, crediting her experience and learnings gained from conversing with seasoned makeup professionals has brought to the table carefully curated products that lead her line today.

Gaurav Mishra, the co-founder of the brand has an equal hand in the booming success of the makeup brand. Gaurav has spearheaded the marketing of the company, with his experience in performance marketing & influencer marketing. He believes that a good brand marketing strategy is equally dependent on the content that it builds and on how strong their analytics are.

A brand worth reckoning with

Plume started to climb the growth graph when the duo realized that some products in the makeup tools were brand agnostic, with only one or two ultra-premium international brands being sourced by the artists. They researched for months to find high-quality products in that segment. That's when they decided to position their unique microfiber makeup sponge which went viral within a few months. Soon after, they began launching their custom-designed makeup brush sets, moisturizers, primers, lipsticks and eventually is being followed by all other cosmetics.

Funding details

The brand has recently raised their angel round of INR 2 Cr which is led by Lykke capital & Ranjeet Pratap Singh (Pratilipi) and comprises of some marquee angel investors including Amit Chaudhary (Lenskart), Rohit MA (Cloudnine hospitals) among several other amazing angel investors. Kushal Sharma is a Growth Advisor and investor in Plume.

Currently, the D2C market is at an all-time rise with new and innovative startups grabbing the mantle. It is undeniably a great time to be sourcing the D2C industry. Therefore, with more mindful and research-backed strategies kept in place, Plume Beauty envisages growing its brand name making it reaching to the masses both at a national level and also overseas, highlighting its name in the torchbearers of the D2C domain.


Disclaimer: This is a company release. No HT journalist is involved in creation of this content.

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Updated: 28 Jan 2022, 05:32 PM IST
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