Plum

Plum Goodness, founded in 2013 in Mumbai, built its niacinamide serum as one of its flagship D2C products. The brand has strong review volume in India but relatively limited independent clinical validation in Western dermatology literature.

4 products reviewed

78/100 Score

Plum 10% Niacinamide Face Serum 15ml frosted glass dropper bottle

Budget Niacinamide Pick

Plum serum

10% Niacinamide Face Serum

A solid, well-considered 10% niacinamide serum that delivers on the basics and adds centella and panthenol as sensible tolerability upgrades. At this price point, it's one of the better niacinamide options in the Indian D2C market and a reasonable alternative to The Ordinary's version.

oilycombination Fragrance Free

Tropical-Climate Matte Pick

Plum sunscreen

Chamomile & White Tea Sheer Matte Sunscreen SPF 50

One of the better chemical sunscreens in the Indian D2C market, built around genuinely modern filters like Tinosorb S and Uvinul A Plus and finished with a silica-driven matte effect suited to humid climates. Fragrance and the lack of water resistance are the main drawbacks.

oilycombination Paraben Free

High-Strength Pigmentation Pick

Plum serum

15% Niacinamide Face Serum

A thoughtfully stacked high-strength niacinamide serum that earns its place not through concentration alone but through the addition of tranexamic acid and N-acetyl glucosamine for pigmentation. For users with stubborn dark spots, it's a genuine upgrade over basic niacinamide; for everyone else, the 10% version is probably the smarter choice.

oilycombination Fragrance Free

Budget High-Strength Retinol

Plum serum

1% Retinol Anti-Aging Face Serum

An unusually affordable 1% retinol serum with thoughtful bakuchiol and niacinamide buffering. The formula is legitimate — but 1% is an advanced-user dose, and anyone new to retinoids should start elsewhere. For the right experienced user, it's a genuine value.

normaloily Fragrance Free

★★★★★

4.1 (1,200)

$22.00