Plum Coconut Milk & Peptides Conditioner for Dull & Rough Hair

Plum is one of India's most-established D2C beauty brands — started in 2014, positioned around vegan, cruelty-free, and India-made formulations. The Coconut Milk & Peptides Conditioner is aimed at a specific gap in the Indian hair-care shelf: buyers who want a clean-formula conditioner (vegan, cruelty-free) with both moisture AND mild strength, without the heavier silicone-based approach of mainstream brands like Dove or TRESemmé.

Our three-week test on wavy, colour-treated hair showed the conditioner delivers gentle, cumulative results. Hair feels softer and more manageable from wash 1, though the effect is less immediately dramatic than a silicone-heavy conditioner. By wash 4-5, the peptides contribute a mild strengthening effect at the ends. This is a slow-and-steady conditioner, not an instant-transformation one.

The 4.1-star Amazon.in rating reflects the mixed reception — buyers who appreciate the clean-formula approach rate this highly; buyers expecting instant silicone-slip find it underwhelming. Understand which camp you are in before buying.

The white-and-brown 175 gm bottle uses Plum's clean, minimal design language — matte finish, subtle branding, feels premium in the hand without being flashy. The bottle is stated at 175 gm (weight), which converts to approximately 165-170 ml volume depending on formula density.

Flip-cap dispensing is precise and drip-free. Formula is a smooth, ivory cream — medium-thick, slightly less rich than a Matrix Mega Smooth, richer than a Hyaluron Pure.

Fragrance is a light, natural coconut-vanilla — genuinely tropical without being cloying. Lingers 3-4 hours on hair. Broadly liked by Indian buyers; the coconut note is culturally familiar without being loud.

A five-rupee-coin size portion covers mid-lengths to ends on shoulder-length hair.

Moisture and softness: real but subtle. Hair feels distinctly softer under fingers from wash 1, and stays softer between washes. The coconut-milk-based emollient system does its job without the heavy silicone coating.

Peptide strengthening: mild ongoing effect. By wash 4-5, hair felt more resilient during combing — fewer strands snapping. Not on par with Dove Peptide Bond Strength (which uses more concentrated peptides), but noticeable.

Detangling: adequate — a wide-tooth comb passes through in 2-3 strokes. Less slippery than silicone-based conditioners; this is the trade-off for a cleaner formula.

Frizz control: moderate — 6-8 hours in Indian humidity.

Shine: warm, natural — not the plastic-shine of heavy silicone formulations, but a healthier-looking gloss.

Colour retention: excellent — clean formulas typically preserve hair colour better than sulfate/silicone-heavy alternatives.

Adjustment period: 2-3 washes for buyers switching from silicone conditioners. Hair recalibrates as it stops relying on silicone coating.