Archive · 20 Nov 2025
Plum Beauty Brand Expands in Tier 2, 3 Markets, Eyes Top 3 Spot by 2030
Plum, a beauty brand, is growing and expanding.
It makes 60% of its money from cities outside the biggest ones.
They want to be in the top 3 in every category they sell by 2030.
They're opening more stores and going into smaller cities.
They're also starting to sell makeup and are doing well with quick delivery services.
Plum, a D2C beauty brand, generates 60% of its revenue from markets outside top metro cities
The brand aims to be in the top three in each category it operates by 2030
Plum plans to add 50 offline outlets by the end of the year, increasing its exclusive brand outlets
The brand is expanding in tier 2 and 3 markets and deepening its presence in current metro and non-metro cities
Plum is entering the makeup segment and witnessing sales growth from quick commerce
- Who
- Plum, a D2C beauty brand
- What
- Expanding in tier 2, 3 markets and entering the makeup segment
- When
- By 2030 and by the end of the year
- Where
- Tier 2, 3 markets, current metro and non-metro cities, and new geographies for exports
- Why
- To increase market share and revenue
Focus on Quality over Width
Expansion into New Geographies
Expansion Strategy
Focus on Quality over Width
Stick to strong geographies and go deeper
Expansion into New Geographies
Look at under-indexed geographies and improve
- Revenue from tier 2, 3 markets
- 60%
- Target rank by 2030
- Top 3 in each category
- Offline outlets addition by year-end
- 50
- Current exports destinations
- UAE, parts of South East Asia, and the US
- Planned exports expansion
- Rest of the Middle East and Africa