Over the past few years, the D2C business model has emerged as a modern way of business operation due to its simple and attractive ways of interacting with customers. Today, India houses more than 800 D2C brands that are showing exponential growth potential within a very short period of time. According to Inc42.com, the Indian D2C market is expected to reach $100 billion by 2025. Being a part of this growing Indian D2C ecosystem, Plume Beauty has recently raised an angel investment of INR 2 Crore from some of the industry-leading angel investors.
Plume Beauty is a premium cosmetics brand that creates high-quality makeup products for professional makeup artists, enthusiasts, and learners. Recommended by top makeup artists, the brand deals with products curated by some of the biggest makeup experts. With its Hero Product Strategy, the cosmetics brand uses its innovative makeup products to lay the foundation of its sales and growth strategy. They have created some of the cult products to gain a strong foothold in the cosmetic industry and witness impeccable growth. All of their products are hero products with 1.5-2x growth MoM. The brand has experienced 8x growth in the last 6 months, touching 1Cr per month in revenue in January. The brand is backed by some of the biggest angel investors in the industry who provide them with valuable guidance and advice besides financial support. The round was led by some of the industry-leading angel investors including Lykke Capital, Amit Chaudhary (Lenskart), Ranjeet Pratap Singh (Founder Pratilipi), Rohit MA (Founder Cloudnine), and Kushal Sharma (Ex-Freecharge) among many other strategic investors from India's major companies.
Plume Beauty is the brainchild of the founder duo Garima Juneja and Gaurav Mishra who have built the brand from its scratch. The duo had the experience of running a social media & influencer marketing agency, before starting the brand. Riding on their exposure to the marketing industry, they have founded the D2C cosmetics brand to connect the dots between the makeup artists and specialized makeup requirements. Both the founders spent the initial months of business development in extensive market research and study to come up with their hero product. From this effort took birth their unique microfiber makeup sponge which shaped the future course of their company. Plumbe Beauty invested heavily in developing innovative hero products that would bring them the desired growth. Quickly, they launched custom-designed makeup brush sets, moisturizers, primers, lipsticks, and many more cosmetics to cater to the needs of makeup artists and enthusiasts. Even today, the company relies on recommendations and feedback from makeup experts and artists in their effort of introducing new products to the market.
Things like the e-commerce boom, digital adaptation, increasing young population, and growth in disposable income have pushed the D2C sector to its new heights. The global pandemic has further helped the sector to gain serious momentum. As a result, brands are gradually bypassing the middleman to find growth through the D2C model. Plume Beauty has already generated 90% of their total revenue from their website and now they are looking forward to launching their complete range of cosmetics in this and next quarter.
While many beauty brands took around 20 years to reach the INR 100 Crore revenue mark, new-age D2C brands are achieving the same benchmark in less than 5 years. Plume Beauty is also aiming to continue growing at a similar or higher rate in the coming times all across their sales channels.