Praush Beauty: Premium & Affordable Beauty Care Brand In India

Praush Beauty

Praush Beauty is an Indian cosmetics and personal care company, formerly known as Plume, which is renowned for its high-quality, trendy cosmetics. To offer a variety of international quality standards at reasonable pricing, Garima Juneja & Gaurav Mishra co-founded Praush Beauty in 2019. This powerful business duo has versatile experience in managing and running a social media and influencer marketing business. Their marketing expertise has made a big contribution to the cosmetics brand’s rapid growth. Praush Beauty provides a wide range of products, including makeup, makeup tools and other beauty accessories. The upcoming sections of the article tell about the goal, strategies and growth of Praush Beauty.

Praush Beauty: Premium & Affordable Beauty Care Brand In India

Co-Founders & Their Vision

Garima Juneja and Gaurav Mishra started Plume Beauty, now Praush Beauty, to offer a range of international quality standards at an affordable price. They worked on developing products for modern ladies who demand the best options and the newest fashions from the products they use. In January 2023, Co-Founder Garima Juneja in an interview announced the company’s decision to rename its beauty brand to Praush Beauty to add a distinctive brand identity and premium feel to the product. She also mentioned that although the brand’s mission and the products are the same, Plume Beauty from now on it will be known as Praush Beauty to the people.

Founder’s Professional Background

Garima also worked as a Social Media Strategist and was Co-Founder of Viralcurry with Gaurav Mishra, Viralcurry a very unique and innovative social media firm, focused on fan engagement and brand promotion on social media platforms. She also worked as a Project Engineer at HCL Technologies in 2012 and was also a freelance content writer and developer. Garima received the CMO Asia Top 50 Marketers Award in 2015 as well as the Femina Woman Achiever Award in 2017. On the other hand, Gaurav Mishra has directed digital and performance marketing strategies for significant e-commerce enterprises for over 8 years. Previously he also worked as a Software Engineer at Mas CallNet Pvt Ltd Delhi and he initially started as an intern at HCL Infosystems Ltd. back in 2011.

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Praush Beauty: Success & Growth

Praush Beauty is a private label company that distributes its products across the nation through a network of makeup artists & popular e-commerce platforms like Amazon, Purplle, Nykaa etc. Currently,  Praush’s website accounts for roughly 90% of its revenue. To establish a presence in the Indian beauty market, Plume Beauty, an affordable indulgence luxury cosmetics company, uses a direct-to-consumer business model. For makeup artists, trainees, and others, the brand handpicks high-end cosmetics. One of the fastest-growing direct-to-customer businesses in India, Plume Beauty boasts remarkable figures of a startling 10 times increase in revenue while remaining profitable. The business is expanding quickly, intending to dominate the Indian cosmetics market.

Praush Beauty: Investors & Investments

Praush Beauty is on its path to spread the cosmetics market, both inside and outside of India, with the support of prominent angel investors like Lenskart, Cloudnine, Nykaa, Amazon, Flipkart, Cred, Pratilipi, Kutumb, and more. This Delhi-based direct-to-consumer beauty product startup Praush Beauty, started with an initial investment of INR 1 lakh, asserts that sales of beauty blenders and makeup brushes resulted in revenue of INR 1 crore in the Financial Year 2021.

Praush Beauty raised Rs 2 crores in an angel investment round back in 2022. Lykke Capital, Amit Chaudhary, Ranjeet Pratap Singh, Rohit MA, Kushal Sharma, and many other strategic investors from India’s top corporations were among the key angel investors in the round. Beyond their function as financiers, all investors act as a support system for Parush Beauty by offering sage counsel and direction. The brand already generated INR 1 crore revenue in January, an increase of 8 times over the monthly revenue generated just six months prior.

Spectacular Business Strategy

The company handpicks high-end cosmetics for hobbyists, trainees, and makeup artists. Before releasing any product on the market, they maintain a thorough product development plan supported by recommendations and input from makeup specialists. Praush Beauty also employs a Hero Product Strategy to boost their growth and sales, which they spend on creating hero products.

While the Covid-19 pandemic forced the entire manufacturing industry into a corner, Praush has provided a rich opportunity for the direct-to-consumer sector to broaden its horizons
To grow the brand, Praush Beauty promoted their products via social media marketing by collaborating with some cosmetic influencers, including Shalini Srivastava of Delhi, Simmy Goraya of Mumbai, and Sohini Chanda of Kolkata. The direct-to-consumer business model is a successful technique of effortlessly communicating with the customer in the age of digitalization and tech awareness.

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Praush Beauty Hero Products

An original microfiber cosmetic sponge was the company’s first addition to its amazing line of makeup accessories. The cosmetics company expanded its product line by creating several cutting-edge hero products, such as moisturisers, primers, lipsticks & amazing makeup brushes. Following its June 2019 introduction, the company sold about 6,000 beauty blenders worth Rs 30 lakh in six months. In December 2019, it unveiled a set of 25 stock-keeping unit professional makeup brushes. The company also offers accessories, including a purse for makeup brushes and a stand for beauty blenders.


Praush Beauty wants to fill voids in the cosmetics market so that both amateur and professional makeup users can quickly acquire the products they need. It’s an affordable luxury brand which is adopting a direct-to-consumer business model to establish a grip on the Indian beauty industry. Praush directly competes with MyGlamm, Nykaa, and Sugar Cosmetics on an online platform aiming at becoming a personal care industry giant & soon will achieve remarkable business heights worldwide.

Frequently Asked Questions (FAQs)

Q) From which platforms can you buy Praush Beauty products?

Ans: Praush generates most of its business from its own website, but the products are also available on platforms such as Nykaa, Amazon, Purplle, and Smytten. Moreover, it has its own easily accessible application in Play Store and App Store as well.

Q) Who manufactures Praush Beauty products?

Ans: Most of Praush’s products are manufactured by contract-based manufacturers from China or India and range in price from Rs 150 to Rs 5,950.

About Somya Bisht

Somya Bisht is a recent MSc Data Science graduate. A motivated, enthusiastic and assertive individual with a flair to explore contrasting writings aspects of technology.

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