Pee Safe forays into men’s intimate hygiene category


Pee Safe forays into men’s intimate hygiene category Called Pee Safe Natural Intimate Wash, the product is aimed at addressing men’s personal hygiene and health needs

New Delhi, September 4, 2019: Pee Safe, a leading hygiene and wellness brand, recently announced the launch of its new product called Pee Safe Natural Intimate Wash for men. The brand, already known for its wide range of women’s hygiene products, will now also enable men to take care of their personal and intimate hygiene. Grooming and hygiene is an oft-neglected aspect in the men’s category and Pee Safe is all set to change this with its new offering.

As per a February 2019 report by Mintel, an Indian man spends an average of 42 minutes grooming himself everyday andabout two-thirds of them are concerned about some aspect of their appearance. The launch of Pee Safe Natural Intimate Wash comes at a time when there is a lot of growth potential in the men’s grooming segment in India.

While bath, beard, body, skin and haircare products are already popular, intimate hygiene is an emerging and promising market. A recent brand campaign by Pee Safe on Instagram also found that women are equally concerned about their partner’s intimate hygiene.

Speaking about this, Ms Srijana Bagaria, Co-Founder, Pee Safe, said, “There has traditionally not been much awareness around grooming and personal hygiene among Indian men. However, this is now changing. Understanding this, and the fact that regular use of soap and body washes can cause itching, irritation and dryness in men, Pee Safe has launched the Natural Intimate Wash. The idea is to encourage and help more men to stay clean and healthy to avoid any infections and allergies. The product is composed of ingredients such as tea tree essential oil and witch hazel which help in preventing infections and itching. Our vision is to make personal hygiene a critical part of everyday routine for both men and women.”

Pee Safe’s Natural Intimate Wash is formulated with Ayurvedic ingredients and helps clean and protect their intimate area gently by preserving the natural acidic pH. Understanding how personal hygiene is equally integral to men’s health, Pee Safe has ensured that the Intimate Washis gentle enough for daily use as well.

From having oneproduct when it started, Pee Safe today has several solutions in the intimate hygiene category including Biodegradable sanitary pads, 100% organic cotton tampons, menstrual cups and panty liners. It has become a disruptor in the segment within a short span of time. Today, the brand has a presence in more than 3000 stores across India including in modern trade, general stores, organized pharmacies, supermarkets, airports among others.

Pee Safe is helping India fight health issues brought on by unhygienic conditions in washrooms and incomplete personal hygiene and wellness in general. Their flagship product Pee Safe Toilet Seat Spray Sanitizer is world’s highest selling product in the category. The brand has witnessed an unprecedented growth of 200% in FY18. Pee Safe has already raised $2 million from a group of investors and aims to become a 1000 crore brand within five years.

About Pee Safe

Pee Safe, India’s leading personal hygiene brand, is helping fight health issues brought on by unhygienic conditions in washrooms and incomplete personal hygiene. The brand’s flagship product, Pee Safe Toilet Seat Spray Sanitizer, is the world’s highest selling in the category. The brand today offers the widest range of hygiene products for women including natural intimate wash and wipes, aloe vera infused panty liners, menstrual cups, disposable underarms sweat pads, breast pads for lactating women and feminine cramp relief roll on. It now also offers other personal hygiene products such as Palm Safe and Moskito Safe. The brand has also recently ventured into the men’s intimate hygiene category by launching Pee Safe Natural Intimate Wash. Pee Safe has witnessed an unprecedented growth of 200% in FY18 and already raised $2 million from a group of investors. The brand has roped in leading TV actress Anita Hassanandani as its brand ambassador. Pee Safe aims to become a 1000-crore brand within the next five years.

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