What do you get when you mix niacinamide, rice water & Milind Soman – in a lab? Plum’s latest campaign has the answer, and it’s anything but your average skincare film.
Plum, aka skincare as a way to celebrate the chemistry in life, has just dropped a brand-new campaign film for its best-selling 10% Niacinamide Face Serum with Rice Water. Featuring none other than fitness icon and barefoot marathoner Milind Soman, the campaign’s centred on one core truth: right efforts = bright results. Whether it’s glowing skin or peak fitness, real results come from consistency, science, and showing up every day.
The film opens with Milind mid push-up, cutting through the clutter of superficial skincare claims with one powerful message: the results you want take work. He then steps into Plum’s sleek lab, swapping activewear for a crisp white lab coat and safety glasses, as he takes us through the serum’s star ingredients: Niacinamide, Rice Water, Squalane, Caffeine, and a whole lot of effort. 
The formula doesn’t just sound impressive – it works. Plum’s 10% Niacinamide Face Serum helps reduce spots and marks, giving you clearer, brighter, and more even-toned skin with consistent use. Clinically proven, customer-attested, millions of them, to be precise. And that can be seen on Milind as he applies the serum – proof that when skincare is done right, the results shine through.
“In a world chasing shortcuts, we wanted to spotlight the power of process,” said Shankar Prasad, Founder & CEO, Plum. “This campaign is about celebrating effort, honesty, and the need for the right chemistry in skincare. Milind Soman felt like the perfect embodiment of the message – he stands for clarity, consistency, and working hard to get to a place of brilliance. Our 10% Niacinamide Serum is built on the same foundation: simple, honest, yet powerful ingredients that work – when you do.”
Sharing his thoughts on the collaboration, Milind Soman said, “Plum’s approach to skincare really resonated with me. It’s not about overnight miracles- it’s about the everyday routine, the discipline, and doing it for the right reasons. That’s what makes this campaign real.”
The core message is clear: in skincare, like in life, it’s the right efforts that lead to the brightest results.
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