Plum Bodylovin crosses Rs 100 crore milestone
Plum Bodylovin has crossed the Rs 100 crore revenue milestone, attributing this growth to its full-funnel digital execution, with around 80% of growth driven by online platforms, including its direct to customer e-commerce store.
The brand also named multi-brand e-commerce platforms Nykaa, Amazon, Blinkit, and Zepto as key growth drivers in a press release. Plum Bodylovin has built double-digit market shares on key platforms through targeted, Gen Z-oriented marketing and visibility in categories like perfumes, body lotions, and gifting.
The brand has reported strong traction in the quick commerce space and stated that frequent seasonal drops and giftable formats have further supported its growth. Plum Bodylovin's culture-first marketing efforts included India's first scented billboard at Cyber Hub, Gurgaon, as well as campaigns and community activations across college campuses. Influencer collaborations and Ananya Panday's brand ambassadorship added recall and reach.
Known for its fragrance-led, youth-focused approach, the digital-first brand announced that it has disrupted a space long dominated by legacy FMCG names. Hero products such as the Vanilla Caramello body lotion, Marshmallow Melt collection, and viral launches like Caramel Popcorn helped drive high-repeat usage and customer loyalty. Vanilla Caramello also secured the Elle Beauty Award for Best Body Moisturiser of 2024.
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