What Pee Safe does

Pee Safe, operating under the legal entity Redcliffe Hygiene Private Limited, is an Indian women's hygiene and wellness brand founded in 2013 by Vikas Bagaria and headquartered in Gurugram. The company sells a multi-brand portfolio spanning five categories — toilet hygiene (seat sanitizers, portable jet sprays, urination devices, seat covers), menstrual care (pads, tampons, menstrual cups, period underwear, pain relief), intimate care (washes, wipes, powders), grooming (via the FURR sub-brand: trimmers, razors, callus removers), and sexual wellness (via the Domina sub-brand: condoms, lubricants, massagers). Products are manufactured consumer goods rather than technology platforms; notable technical components include medical-grade silicone FDA-approved menstrual cups, a steam-sterilizer device for menstrual cups, and a portable bidet with adjustable water pressure.

Pee Safe generates revenue through a hybrid direct-to-consumer and offline retail model. The D2C channel comprises the company's e-commerce website and subscription service for recurring menstrual care delivery, while offline distribution covers 50,000+ retail outlets across 100+ Indian cities plus e-commerce marketplaces and quick commerce platforms. Internationally the brand is present in 23 countries with a notable retail concentration of 1,100+ stores in Saudi Arabia. The company also offers B2B bulk ordering for corporate customers. Pricing is positioned at accessible mass-market tiers (e.g., ₹169 for a 75ml toilet seat sanitizer, ₹289 for a menstrual cup) with subscription-based recurring billing available for menstrual products.

Financially, Pee Safe reported FY25 revenue from operations of ₹82 crore, up 46% from ₹56 crore in FY24, with losses narrowing 69% to ₹4 crore. By early 2026 the annualized net revenue run rate exceeded ₹150 crore, with management claiming EBITDA positivity and targeting ₹500 crore revenue over three years. The company has raised approximately $45.55 million across multiple rounds, including a $32 million Series C in January 2026 led by healthcare-focused private equity firm OrbiMed, valuing the business at roughly ₹275 crore. Total funding history includes a ₹25 crore pre-Series B (2021, Shaival Desai and Alkemi Growth Capital), a partial $3M Series B (2023, Natco Pharma and Rainmatter Health), and earlier seed and venture rounds dating to 2017.

Name

Pee Safe

Legal name

Redcliffe Hygiene Private Limited

Website

https://peesafe.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Pee Safe (Redcliffe Hygiene Private Limited) is an Indian women's hygiene and wellness brand selling toilet hygiene, menstrual care, intimate care, grooming, and sexual wellness products across D2C, 50,000+ offline retail outlets, and international markets in 23 countries.

Ownership category

akta.pro rank

Product category

Feminine Hygiene and Personal Care Products

NAICS

Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

akta.pro secondary industries

Sexual Wellness & Intimacy Products DTC (CRAFACAM), Feminine Care Applicators & Accessories (CRABAIAO)

Keywords

• Feminine hygiene products
• Menstrual care products
• Intimate wash products
• Toilet hygiene products
• Personal grooming products

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D

Revenue model

1. Product Sales (D2C and Retail): Pee Safe generates revenue through direct-to-consumer sales via its e-commerce platform and offline retail channels including general trade, modern trade, and quick commerce. Products span toilet hygiene, menstrual care, intimate care, grooming, and sexual wellness categories.
2. Subscription Model: Company offers subscription plans for recurring delivery of products, particularly in menstrual care category. Subscribers can choose quantity, set delivery frequency, and receive automated deliveries with exclusive savings.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Pee Safe manufactures and sells women's personal hygiene and wellness products across toilet hygiene (toilet seat sanitizers, portable jet sprays, disposable seat covers, urination devices), menstrual care (menstrual cups, sanitary pads, tampons, panty liners, period panties), intimate care (intimate wash, intimate wipes, intimate powder), grooming (FURR body trimmers, foot care), and sexual wellness (female condoms, lubes, massagers). The company sells through its own D2C website, leading e-commerce marketplaces, and 50,000+ offline retail outlets across 100+ Indian cities and 23 international markets.

Product overview

Pee Safe is a comprehensive hygiene and wellness company operating under Redcliffe Hygiene Private Limited, offering a multi-brand portfolio of personal care products across five main categories: Toilet Hygiene, Menstrual Care, Intimate Care, Grooming Needs, and Sexual Wellness. The company sells three distinct brands: the core Pee Safe brand (toilet seat sanitizers, menstrual products, intimate care), FURR (grooming products including trimmers and foot care), and Domina (sexual wellness). The product line includes reusable options (menstrual cups, period underwear, reusable pads) alongside disposable products (sanitary pads, tampons, wipes), with an emphasis on both conventional and eco-friendly/biodegradable alternatives. The company also operates subscription services for recurring orders and B2B bulk ordering for corporate customers.

Differentiator

Problem solved

Functional benefit

Brands

• FURR: Personal care brand offering grooming products including trimmers, hair & face care, razors, and hair removal products.
• Domina

Products and services

• Toilet Seat Sanitizer Spray-on disinfectant for public/private toilet seats; targeted at women and travelers concerned about restroom hygiene.
• Portable Jet Spray Compact portable bidet for personal cleansing on the go; targeted at women, travelers, and postpartum users.
• Travel Buddy Urination Device Female urination device enabling women to stand while urinating in non-toilet settings; targeted at women travelers and outdoor users.
• Disposable Toilet Seat Cover Single-use paper seat cover for public toilet seats; targeted at hygiene-conscious women and travelers.
• Menstrual Cup Reusable medical-grade silicone menstrual cup for period management; targeted at menstruating women seeking sustainable alternatives.
• Menstrual Cup Steam Sterilizer Electric sterilizer for cleaning menstrual cups; targeted at menstrual cup users.
• Sanitary Pads Disposable and biodegradable sanitary pads in multiple absorbency variants; targeted at menstruating women.
• Tampons Applicator and non-applicator tampons for internal menstrual protection; targeted at menstruating women.
• Panty Liners Daily-use thin liners for light discharge and spotting; targeted at women for everyday freshness.
• Reusable Period Panty Washable absorbent underwear for period and incontinence use; targeted at menstruating women and postpartum users.
• Maternity Pads Heavy-absorbency postpartum pads; targeted at new mothers.
• Cramp Relief Roll-On Topical roll-on for menstrual cramp relief; targeted at menstruating women.
• Intimate Wash pH-balanced intimate hygiene wash; targeted at women for daily intimate area cleansing.
• Intimate Wipes Individually wrapped intimate hygiene wipes; targeted at women for on-the-go freshness.
• Intimate Powder Talc-free intimate area dusting powder; targeted at women for moisture and friction control.
• Anti-Chafing Stick Solid stick to prevent skin chafing in thighs and underarms; targeted at active women.
• Female Condoms Internal condoms for contraception and STI protection; targeted at sexually active women.
• Personal Lubricants Water-based intimate lubricants; targeted at women and couples.
• Intimate Massagers Personal massagers sold under the Domina sub-brand; targeted at adult women.
• FURR 6-in-1 Body Trimmer Multi-head electric body and facial trimmer under the FURR sub-brand; targeted at women for personal grooming.
• FURR Foot Callus Remover Electric foot file for callus removal under the FURR sub-brand; targeted at women for at-home foot care.
• Pee Safe Subscription Service Auto-replenishment subscription delivering menstrual and hygiene products on a recurring schedule; targeted at individual women subscribers.
• Corporate Gifting / Bulk Orders Bulk B2B supply and customized corporate gifting of hygiene products; targeted at HR teams, event organizers, and corporate buyers.

Quantifiable outcome

• 46% revenue growth to ₹82 crore in FY25
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Whisper (P&G): Procter & Gamble's Whisper is the dominant sanitary pad brand in India with massive marketing budgets and shelf access. Directly competes with Pee Safe in menstrual care and shares the same distribution corridors, but as a global FMCG giant with a broader portfolio.
• Stayfree (Johnson & Johnson): J&J's Stayfree is one of the top two sanitary pad brands in India, competing head-on with Pee Safe's pads and panty liners. Operates at much larger scale with established chemist and modern trade distribution.
• Sofy (Unicharm): Unicharm's Sofy brand competes in Indian sanitary pads and panty liners with strong Japanese product technology and rising India investment. A multinational incumbent with overlapping SKUs but a broader Asian product portfolio.
• WOW Skin Science: WOW Skin Science is an Indian personal care brand with growing presence in feminine hygiene (intimate wash, pads) and broader beauty. Overlaps with Pee Safe's intimate care and D2C distribution, but at larger scale across many categories.

Direct peers

• Sirona Hygiene: Sirona is a closely comparable Indian D2C brand in feminine hygiene, offering menstrual cups, intimate care, and urination devices with a similar omnichannel strategy. Most directly comparable peer in product mix, target customer, and stage.
• Nua: Nua is an Indian D2C challenger brand in feminine hygiene offering pads, menstrual cups, and intimate care via subscription. Shares the same consumer, channels, and category expansion playbook as Pee Safe at a similar scale.

Emerging players

• Plush: Plush is an Indian D2C sexual wellness brand selling lubes, massagers, and condoms. Directly comparable to Pee Safe's Domina sub-brand in target customer and product mix, though with a narrower category focus.
• The Woman's Company: Indian D2C brand offering biodegradable sanitary pads, intimate care, and pregnancy-related products. Comparable in eco-friendly positioning and online-first GTM, though smaller in scale than Pee Safe.
• Bold Care: Bold Care operates in men's sexual wellness and adjacent personal care in India. Comparable in sexual wellness regulatory navigation and D2C-plus-offline playbook, though targeting a different end consumer.
• Carmesi: Carmesi is a premium Indian D2C brand focused on natural and biodegradable feminine hygiene products. Comparable in eco-friendly positioning, premium pricing strategy, and overlapping customer base with Pee Safe's biodegradable pad line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/peesafe
• Facebookfacebook.com/peesafeindia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds9 records

Investors15 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 Pee Safe