Clean beauty and grooming expert, Pureplay Skin Sciences (India) Pvt. Ltd, which is the parent company behind brands Plum and Phy has raised INR 110 crore in series B round of funding.

The investment round was led by mid-market private equity firm Faering Capital and Sameer Shroff, co-founder & MD, Faering Capital, will be joining the board of the company. The round also saw participation from existing investor Uniliver Ventures and venture debt firm Trifecta Capital.

Speaking about the investment, Shankar Prasad, Founder & CEO,

Pureplay Skin Sciences India, said, "The funds raised from Faering Capital, Unilever Ventures, and Trifecta Capital will help us deliver a more engaging brand experience for our customers and further expand our product range and market presence." In a statement the company stated that the fresh funds will be used for brand building, technology, and expansion of distribution footprint.

Founded in 2013 by IIT & ISB alumnus Shankar Prasad, Pureplay is a new age beauty and grooming firm that creates 100 percent vegan and cruelty free products. The firm’s primary brand is Plum, a skincare and personal grooming brand that focuses on vegan and ‘good science’. Pureplay’s other brand is Phy, a line of dermatologically-tested, vegan products designed specifically for men. Focusing on sustainable and ethical skincare Pureplay is also a member of the 1 percent for the planet club.

“We are delighted to see the progress achieved by Plum since we first invested in the startup two years ago. Shankar and Plum’s team have scaled the business, built a strong brand, expanding the product range, hiring talent, and setting up the foundations for the next phase of growth. We remain committed to our partnership in building Plum as one of the valuable beauty brands in the country,” said Pawan Chaturvedi, Investment Director, Asia, Unilever Ventures.