Plush

What Plush does

Plush, legally Urban Essentials India Pvt Ltd, is a Chennai-headquartered direct-to-consumer women’s wellness brand founded in 2018 that sells feminine care, hair removal, intimate wellness, and skincare products through its own e-commerce storefront plushforher.com. Its portfolio spans ultra-thin cotton sanitary pads, period panties with antibacterial top sheets, 410mm maternity pads with Twin Core Absorption technology, menstrual cups, panty liners, cramp relief patches, body and bikini razors, intimate washes, lubricants, condoms, feminine wipes, and complementary SKUs like biodegradable disposal pouches and travel kits. The brand’s core technical differentiators are a 100% U.S. Cotton supply chain, a category-first 100% rash-free guarantee with money-back refund, and proprietary absorption layer designs (Twin Core, Leak Lock Rapid Dry, Quad Lock).

The company operates a horizontally segmented customer model aimed at Indian women across life stages — general period care, postpartum recovery, travel, and personal grooming — with pricing in INR ranging from Rs 59 panty liners to Rs 1,389 premium travel kits and a subscription tier with exclusive savings and pause/cancel control. Distribution is omnichannel D2C: the owned website, subscription/recurring orders, quick commerce partnerships (per company commentary, a significant online channel for Indian D2C), and a B2B partnership with Zostel hostels for menstrual care kits. Marketing leans on a content library (Women’s Health, Sexual Wellness, Hey Men!, Pop Culture), celebrity ambassadors including Soha Ali Khan, Sonam Kapoor, Gul Panag, and Mini Mathur, and earned media across Vogue India, Times of India, YourStory, and Business Standard. Growth capital of Rs 40 crore was raised in June 2025 led by Rahul Garg with Blume Founders Fund and OTP Ventures, earmarked for retail expansion and brand investment, alongside stated plans to enter Tier I/II cities and the Middle East and Southeast Asia.

Name

Plush

Legal name

Urban Essentials India Pvt Ltd

Website

https://plushforher.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Plush is a Chennai-based, D2C women’s wellness brand selling cotton sanitary pads, period panties, maternity pads, razors, and intimate wellness products in India through plushforher.com, quick commerce, and subscription recurring orders, positioning on a 100% rash-free guarantee and US cotton sourcing.

Ownership category

akta.pro rank

Product category

Feminine Hygiene Products

NAICS

Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Menstrual Pads (Reusable/Cloth) (CRABAIAB)

Keywords

• Feminine care products
• Menstrual hygiene products
• Period care products
• Women's wellness brands
• Hair removal razors

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales through plushforher.com website with products including sanitary pads, period panties, razors, intimate wellness products, and skincare items.
2. Subscription Model: Automated monthly subscription deliveries with exclusive savings for recurring customers. Users can choose plan frequency and pause or cancel anytime.
3. Quick Commerce: Partnership with quick commerce platforms enabling rapid delivery of products, contributing significantly to online sales for D2C feminine hygiene brands.
4. B2B Partnership Sales: Bulk sales to partners like Zostel for menstrual care kits provided to hostel guests.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Plush is a direct-to-consumer women's wellness and feminine care brand that manufactures and sells cotton-based sanitary pads, period panties, maternity products, panty liners, menstrual cups, razors, intimate wellness items (condoms, lubricants, wipes), and skincare products. Products are sold primarily through its own e-commerce storefront plushforher.com, with subscription deliveries and quick commerce partnerships enabling repeat orders.

Product overview

Plush is a women's wellness brand offering a multi-category portfolio of feminine care, hair removal, intimate wellness, and skincare products. The core product lines center on period care (cotton sanitary pads, period panties, maternity products, panty liners, menstrual cups, cramp relief patches) and hair removal (body razors, bikini razors, face razors, eyebrow kits). Intimate wellness products include condoms, personal lubricants, feminine hygiene wipes, and intimate wash. The portfolio also includes companion products like travel kits, disposal pouches, and hot water bags. All products are positioned around comfort, rash-free guarantees, and skin-friendly formulations using US cotton and natural ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Ultra Thin Sanitary Pads Cotton sanitary pads made from 100% US cotton with rash-free guarantee, available in XL and XXL sizes for medium to heavy flow.
• Ultra Thin Pads with Disposables Combo pack of XL and XXL cotton sanitary pads with biodegradable disposal pouches and panty liners for complete period protection.
• Comfort High Waist Period Panty Antibacterial period panties with high-waisted design offering 12-hour leak protection and 360-degree coverage for heavy flow days.
• Maternity Pads for Postpartum Bleeding Extra-long 410mm maternity pads with Twin Core Absorption technology designed for heavy postpartum flow, made from soft US cotton.
• Maternity Period Panties Reusable period panties designed for postpartum use with heavy flow leak protection, available in XL-XXL sizes.
• Panty Liners Large Ultra-thin 180mm panty liners with Quad Lock design for instant dryness, made from US cotton for everyday comfort.
• Menstrual Cup Reusable menstrual cup that is BPA-free and latex-free for eco-friendly period protection.
• 5 Blade Body Razor Body razor with 5 Sweden steel blades, aloe and vitamin E lubricating strip, anti-slip rubber handle, and pivoting head.
• Smooth & Slide 4 Blade Body Razor Disposable body razor with 4 L-shaped precision blades, dual aloe lubrication strips, anti-slip grip rubber handle, and pivoting head.
• Bikini Razor Single German steel blade bikini razor with safety comb, aloe and vitamin E lubricating strip, and compact ergonomic design for delicate areas.

Quantifiable outcome

• 99.9% protection against bacterial infections
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• ZostelcoreStrategic or Co-development Partner · 1 December 2025Partnership to provide menstrual care kits to women travelers staying at Zostel hostels. Initiative rolled out December 2025 across Zostel locations, with guests receiving pouches containing Plush sanitary pads and additional items. Both organizations position collaboration as part of broader efforts to improve travel experiences for women.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• WOW Skin Science: Larger Indian D2C personal care brand spanning beauty, wellness, and hygiene. Comparable on digital-first Indian D2C model and adjacent category overlap (feminine wash, hygiene), though broader portfolio scale.
• Whisper (P&G): Market-leading feminine hygiene brand from Procter & Gamble in India. Comparable as the dominant incumbent in the same category, though operating at mass-market scale with broader distribution versus Plush's premium D2C niche.
• Stayfree (Johnson & Johnson): Established feminine hygiene brand from J&J in India with deep retail penetration. Comparable as the legacy competitor Plush is trying to disrupt, sharing the same core product category and customer base.

Direct peers

• Niine: Indian feminine hygiene brand focused on rural and semi-urban markets with affordable pads. Partial overlap on category but differentiated distribution toward tier-3/4 versus Plush's premium urban positioning.
• Sirona Hygiene: India-based D2C feminine hygiene brand offering menstrual cups, intimate care, and pain relief products. Directly comparable as a digital-first Indian competitor targeting the same rash-free, sustainable feminine care positioning.
• Pee Safe: Indian D2C hygiene brand spanning menstrual, intimate, and toilet hygiene products with subscription model. Directly comparable on category overlap, D2C go-to-market, and Indian mass-premium positioning.
• Sanfe: Indian D2C brand focused on period care, intimate hygiene, and pain relief products for women. Closely comparable on product mix, target customer (young Indian women), and digital-first distribution model.
• Beco: India-based sustainable D2C brand with menstrual cups, pads, and home hygiene products. Comparable on sustainability positioning, online subscription model, and Indian millennial/Gen-Z target customer.
• Carmesi: Indian D2C feminine care brand offering natural and rash-free sanitary pads. Comparable on natural materials positioning, premium pricing, and direct-to-consumer distribution.

Emerging players

• Boondh: Indian social enterprise focused on menstrual cups and sustainable period products. Comparable on sustainability narrative and reusable product overlap (Plush also sells menstrual cups), though smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/plushforher

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plush