"Goodness & knowledge have one amazing thing in common: the more you give, the more you get."

- SP, Founder & Director of Goodness at Plum


Creating Goodness - the Plum way, is a really simple process of,

Step1. Picking rich, natural ingredients that can do good to your skin (the goodies)

Step2. Using only scientifically proven ingredients that are 100% vegan*, and safe beyond doubt

*Plum is a PETA certified vegan & cruelty free brand which means we never have & never will use animal-derived ingredients

Every single ingredient we use has been covered in this section, along with some of the harmful & doubtful ones we've left out (the nasties) – and why.


What's In, What's Out

Watch Eric from Goodness Labs talk about how we choose what gets in, and what stays out of Plum. So that you can stay safe, and be good!


Click here to get a full list of What's In. In other words, this is the list of goodies used in Plum. You will notice that there are some synthetic compounds as well in this list. Two things - we don't lie about everything being 100% natural, and secondly, we are 100% sure of the safety of the ingredients we use - both natural & synthetic. Do make it a habit to read the ingredient list of anything you buy - use our one minute guide to ingredient lists to learn the basics. More questions? Talk to us now!


And here's a list of chemicals we DO NOT use in any of our products. First up, all our products are 100% vegan as we do not use any animal-derived ingredients. Nor do we test our products on animals.

Besides, there's a list of other cosmetic ingredients we say no to. Why? Because some of them are 
proven bad for health, and some of them are extremely suspect when it comes to their safety - the jury is still out on them. We keep reviewing this list to make sure Plum stays good. Read our blogs on parabens, phthalates and SLS to know why we chose to leave these out. You can always contact us with your questions and comments.