{"title":"trending on instagram","description":"","products":[{"product_id":"plum-2-niacinamide-rice-water-spf-50-pa-sunscreen-reduces-blemishes-brightens-skin-protects-from-uva-uvb-rays-fragrance-free-all-skin-types-100-vegan","title":"2% Niacinamide \u0026 Rice Water SPF 50 PA++++ Hybrid Sunscreen","description":"\u003cp\u003eSPF 50 PA++++ sunscreen that provides broad spectrum protection against UVA \u0026amp; UVB rays along with blue light - backed by Plum’s trueSPFᵀᴹ standards. \u003c\/p\u003e\n\u003cp\u003eAt Plum, trueSPFᵀᴹ means 5 rigorous checks:\u003cbr\u003eProven UV filters \u003cbr\u003eBatch Tested. Every time\u003cbr\u003eIn-vivo (on human skin) \u0026amp; in-vitro (in lab) testing\u003cbr\u003e360º Quality Check and Audit\u003cbr\u003eTransparent reporting\u003c\/p\u003e\n\u003cp\u003eA dermat-tested non-comedogenic formula that goes the extra mile to provide 4-hr water resistance - perfect from sweat to swims! \u003c\/p\u003e\n\u003cp\u003eClinically proven to reduce tan by 3x, this sunscreen finishes off with a dewy, non-sticky finish.\u003c\/p\u003e","brand":"Plum Goodness","offers":[{"title":"80 g","offer_id":42448989782076,"sku":"PLRW0080SUS5078","price":497.0,"currency_code":"INR","in_stock":true},{"title":"50 g","offer_id":42448989749308,"sku":"PLRW1050SUS1070","price":339.0,"currency_code":"INR","in_stock":true},{"title":"50 g x 2","offer_id":43531867029564,"sku":"PLMU0SMTVRT323","price":646.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0390\/2985\/files\/Listing_1st_Tile_Nia_SPF_80g_1001x1001_px.webp?v=1777964426"},{"product_id":"10-niacinamide-face-serum-with-rice-water-for-clear-blemish-free-bright-skin-suits-all-skin-types-fragrance-free","title":"10% Niacinamide \u0026 Rice Water Brightening Face Serum For Clear \u0026 Bright Skin","description":"\u003cp\u003ePlum's 10% Niacinamide \u0026amp; Rice Water Serum is a fragrance-free, vegan serum formulated for oily, acne-prone, and combination skin. It contains pharmaceutical-grade 10% niacinamide — the concentration shown in clinical studies to visibly reduce sebum production and fade post-inflammatory hyperpigmentation. The formula adds Matmarine, a marine extract that further regulates oil without drying the skin, acetyl glucosamine for gentle brightening, and dual zinc to control shine throughout the day. The serum is stability-tested, pH-balanced for daily use, and safe for sensitive skin and beginners. Results: reduced oiliness in 2–3 weeks, faded blemishes and clearer skin tone in 6–8 weeks. Apply 3–4 drops morning and evening after cleansing, before moisturiser. 100% vegan and PETA-certified cruelty-free.\u003c\/p\u003e\n\n\u003ch4\u003e\u003cb style=\"color: #6f2c97;\"\u003e10% niacinamide face serum benefits:\u003c\/b\u003e\u003c\/h4\u003e\n\u003cp style=\"color: #6f2c97;\"\u003e*brightens skin \u003cbr\u003e*clears blemishes \u003cbr\u003e*smoothens skin texture \u003cbr\u003e*improves skin tone\u003c\/p\u003e\n\u003ch4\u003e\u003cb style=\"color: #6f2c97;\"\u003efeatures of 10% niacinamide face serum:\u003c\/b\u003e\u003c\/h4\u003e\n\u003cp style=\"color: #6f2c97;\"\u003e*lightweight \u0026amp; quick absorbing \u003cbr\u003e*fragrance-free \u003cbr\u003e*stability-tested \u003cbr\u003e*beginner-friendly\u003c\/p\u003e","brand":"Plum Goodness","offers":[{"title":"50 ml","offer_id":42267108180028,"sku":"PLRW0050FSE5207","price":704.0,"currency_code":"INR","in_stock":true},{"title":"30 ml","offer_id":42267108147260,"sku":"PLRW1030FSE3072","price":546.0,"currency_code":"INR","in_stock":true},{"title":"15 ml","offer_id":42449063379004,"sku":"PLRW0015FSE1995","price":296.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0390\/2985\/files\/Listing_1st_Tile_Nia_Serum_50ml_1001x1001_px_5.webp?v=1778132412"},{"product_id":"thinkderma-2-niacinamide-rice-water-clear-moisture-gel-cream-all-day-non-greasy-moisturizer-fades-blemishes-brightens-skin-3-matmarine-for-oil-control-lightweight-non-sticky-100-vegan","title":"2% Niacinamide \u0026 Rice Water Brightening Gel Moisturizer For Clear \u0026 Bright Skin","description":"\u003cp\u003e\u003cspan style=\"color: #6f2c97;\"\u003e\u003cstrong\u003eNiacinamide Gel Cream benefits:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* moisturizes all day without greasiness \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* brightens skin \u0026amp; clears blemishes \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* regulates sebum overproduction \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* reduces the appearance of extra shiny skin for a smooth, matte finish \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* improves skin texture \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* hydrates \u0026amp; soothes skin\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"color: #6f2c97;\"\u003e\u003cstrong\u003efeatures of Niacinamide Gel Cream:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* oil-free superlight gel cream \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* non-greasy \u0026amp; non-sticky \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* quick-absorbing \u003c\/span\u003e\u003cbr\u003e\u003cspan style=\"color: #6f2c97;\"\u003e* fragrance-free\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c\/p\u003e","brand":"Plum Goodness","offers":[{"title":"50 g","offer_id":43315067912252,"sku":"PLRW0050DMT1957","price":446.0,"currency_code":"INR","in_stock":true},{"title":"50 g x 2","offer_id":43529611935804,"sku":"PLMU0SMTVRT375","price":850.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0390\/2985\/files\/01.1_588fe0bf-e6ac-4662-a07d-b78a2fbe2545.jpg?v=1777897466"},{"product_id":"plum-cerasense-milky-toner-with-acai-1-nmf","title":"CeraSense™ Milky Toner For Dry Skin","description":"\u003cp\u003e\u003cstrong\u003eMeet CeraSense™ -\u003c\/strong\u003e the smartest thing to happen to winter care. \u003c\/p\u003e\n\u003cp\u003eIt’s a proprietary ceramide blend that retrains the skin barrier at a molecular level to rebuild, retain moisture, and resist future damage, while staying feather-light on skin. \u003c\/p\u003e\n\u003cp\u003ePlum CeraSense™ Milky Toner is a lightweight hydrating toner packed with Ceramides to replenish, restore \u0026amp; rebalance skin. Every spritz of this milky toner deeply moisturizes skin \u0026amp; supports barrier health to lock in hydration for longer. It absorbs quickly with no sticky residue, making it ideal for layering or using on its own.\u003c\/p\u003e\n\u003cp\u003eThis smart blend, powered by Ceramides that rebuild, Peptides that repair, Acai that defends against daily stressors, Prebiotics that balance the microbiome \u0026amp; 1% NMF that floods skin with hydration and gives dry skin exactly what it craves, without the heaviness.\u003c\/p\u003e","brand":"Plum Goodness","offers":[{"title":"Default Title","offer_id":43637267136572,"sku":"PLCS0100FTN7140","price":483.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0390\/2985\/files\/CeraSense-Toner_Listing_Amazon_1001x1001_01.jpg?v=1770980332"},{"product_id":"2-niacinamide-rice-water-face-wash","title":"2% Niacinamide \u0026 Rice Water Face Wash For Clear \u0026 Bright Skin","description":"\u003cdiv class=\"ewa-rteLine\"\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e\u003cstrong\u003eBenefits:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*removes 99% pore-clogging impurities\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*90% users felt clean, fresh skin\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*brightens skin tone\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*softens \u0026amp; smoothens skin texture\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*gently cleanses off dirt \u0026amp; excess oil\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e\u003cstrong\u003eFeatures:\u003c\/strong\u003e\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*gentle on skin\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*non-drying formula\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"ewa-rteLine\"\u003e\u003cspan style=\"color: rgb(111, 44, 151);\"\u003e*sulphate-free\u003c\/span\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\n\u003ch2\u003eWhy niacinamide and rice water?\u003c\/h2\u003e\n\u003cp\u003eMost face washes clean skin and stop there. This one goes further. Niacinamide — also known as vitamin B3 — is one of the most extensively researched skincare actives in dermatology. At 2%, it works at the cellular level to reduce the transfer of melanin to the skin's surface, visibly fading dark spots and post-acne marks with consistent use. It also regulates sebum production, which means oily skin stays balanced rather than stripped and compensating with even more oil.\u003c\/p\u003e\n\n\u003cp\u003eRice water has been used in Asian skincare for centuries, and modern research backs what tradition already knew. It contains inositol, a carbohydrate that helps repair damaged hair and skin, along with amino acids and vitamins B and E that smooth texture and strengthen the skin barrier. Together, niacinamide and rice water don't just cleanse — they actively improve the quality of your skin with every wash.\u003c\/p\u003e\n\n\u003ch2\u003eWhat the clinical study found\u003c\/h2\u003e\n\u003cp\u003eThis face wash was tested in a 32-user clinical study conducted at an independent, expert-graded lab in December 2024. The results: 99% removal of pore-clogging impurities and 90% of users reported clean, fresh-feeling skin after every use. The study also confirmed the formula is non-irritant, making it suitable for daily use across all skin types including sensitive skin.\u003c\/p\u003e\n\n\u003ch2\u003eThe full ingredient story\u003c\/h2\u003e\n\u003cp\u003eBeyond niacinamide and rice water, two more actives do important work in this formula. Hyaluronic acid — a molecule capable of holding up to 1,000 times its weight in water — helps the skin retain moisture during and after cleansing, so skin never feels tight or dry post-wash. Provitamin B5 (panthenol) acts as a humectant and skin-soother, reducing redness and supporting the skin barrier. The cleansing base itself is sulphate-free, relying on gentler surfactants like Cocamidopropyl Betaine and Coco Glucoside that lift dirt and oil without disrupting the skin's natural pH.\u003c\/p\u003e\n\n\u003ch2\u003eWho this face wash is for\u003c\/h2\u003e\n\u003cp\u003eThis face wash was formulated for anyone dealing with dullness, uneven skin tone, post-acne marks, or dry and tight-feeling skin after cleansing. It works particularly well for normal, dry, and combination skin types. If your primary concern is brightening and texture improvement rather than active acne or severe oil control, this is the right cleanser. It is also a strong choice for anyone who has experienced irritation or dryness from other face washes, since the sulphate-free, non-drying formula is gentle enough for twice-daily use even on sensitive skin.\u003c\/p\u003e\n\n\u003ch2\u003eHow to fit this into your skincare routine\u003c\/h2\u003e\n\u003cp\u003eUse this face wash as the first step in both your morning and evening skincare routines. In the morning, follow it with a toner, a niacinamide or vitamin C serum, moisturiser, and SPF. In the evening, if you are using active ingredients like retinol or an AHA serum, this face wash is gentle enough to precede them without compromising your skin barrier. For best results, use consistently twice daily — brightening and dark spot reduction from niacinamide typically become noticeable within 4 to 6 weeks of regular use.\u003c\/p\u003e","brand":"Plum Goodness","offers":[{"title":"150 ml","offer_id":43758248296508,"sku":"PLRW0150FWA5948","price":318.0,"currency_code":"INR","in_stock":true},{"title":"100 ml","offer_id":43758248329276,"sku":"PLRW0100FWA4996","price":254.0,"currency_code":"INR","in_stock":true},{"title":"100 ml X 2","offer_id":43758248362044,"sku":"PLMU0SMTVRT359","price":484.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0390\/2985\/files\/Listing_1st_Tile_Nia_FW_150ml_1001x1001_px.webp?v=1777960770"}],"url":"https:\/\/plumgoodness.com\/collections\/trending-on-instagram.oembed","provider":"Plum Goodness","version":"1.0","type":"link"}