Mumbai, Jan 28: Plum, India’s leading toner brand and one of the country’s most admired new-age beauty companies, has introduced the Plum Goji Berry & 5% Glycolic Acid Exfoliating Toner a thoughtfully calibrated exfoliating toner designed to deliver smoother skin without the irritation often associated with high-strength acids.
As exfoliating toners gained popularity, Plum’s consumer insights revealed a growing concern: while 7% Glycolic Acid formulas promised faster results, many users found them too harsh for regular facial use often relegating them to elbows and knees instead. For a brand built on listening closely to skin and consumers alike, this insight became the starting point.
Instead of pushing potency, Plum chose precision.
The Goji Berry & 5% Glycolic Acid Exfoliating Toner is formulated with an optimal 5% Glycolic Acid concentration, balanced at a skin-friendly pH of 3.8–4.3, to gently remove dead skin cells, smooth uneven texture and enhance glow without compromising the skin barrier. Developed through 50+ user trials, the formula has been shown to visibly smoothen skin in just 7 uses, making exfoliation feel approachable rather than intimidating.
To ensure exfoliation doesn’t come at the cost of comfort, the formula is layered with Betaine, Glycerine and Allantoin to hydrate, soothe and support barrier health. Goji Berry, a nutrient-rich antioxidant, helps protect freshly exfoliated skin from environmental stressors while boosting radiance reinforcing Plum’s belief that actives work best when supported with care.
Speaking about the launch, Shankar Prasad, Founder & CEO, Plum, said: “Exfoliation shouldn’t feel like a gamble between results and skin comfort. As a brand that has led the toner category in India, we felt a responsibility to question whether ‘stronger’ always means ‘better’. By choosing 5% glycolic acid over harsher concentrations, and pairing it with barrier-supporting ingredients, we’ve created a toner that works with the skin not against it.”
Designed as a simple addition to night routines, the toner helps refine texture, smooth roughness and support brighter, healthier-looking skin with consistent use. It is recommended for use twice a week, applied with a cotton pad after cleansing, while avoiding the eye area.
With this launch, Plum reinforces its approach to skincare innovation – combining deep consumer insight, proven science and genuine care – staying true to its philosophy of chemistry, done with heart.