Cruelty-free and vegan brand, Plum – the first launch from start-up Pureplay Skin Sciences – is set to expand after receiving a cash injection from Unilever’s venture capital arm, according to a report published by Legally India.

Unilever Ventures is said to have piled Rs15 crore into the nascent brand, which will be used to scale up operations both online and offline.

“Unilever Ventures’ global presence and expertise would be of immense value in this partnership,” said Shankar Prasad, Founder and Director of Pureplay Skin Sciences in a statement, per VC Circle.

“Beauty and personal care is a massive and fast-growing market in India with the naturals market growing well ahead of the rest of the beauty market,” said Pawan Chaturvedi, Investment Director at Unilever Ventures.