Sanfe - India’s First Women’s Body Care Brand

What Sanfe - India’s First Women’s Body Care Brand does

Sanfe is a Delhi-based direct-to-consumer consumer packaged goods (CPG) brand founded in 2017, positioned as India's first dedicated women's body care company. It targets Indian women seeking at-home solutions for categories historically either unserved or only available through salons — including tan removal, body acne, dark spots and pigmentation, hair removal, intimate hygiene, underarm care, and teeth whitening. Sanfe serves a horizontal segment of female consumers across India through a broad portfolio spanning face care, body care, hair care, hair removal, oral care, intimate care, and fragrances.

The product platform rests on dermatologist-tested CPG formulations that incorporate actives such as Salicylic Acid, Kojic Acid, Lactic Acid, Vitamin C, Glutathione, Hyaluronic Acid, Aloe Vera, Snail Mucin, Rice Water, Charcoal, and Collagen. Manufacturing is fully outsourced to third-party facilities including Zymo Cosmetics, Shivika Cosmeceuticals India Pvt. Ltd., RedroomTechnology Pvt Ltd, and Jainsoap. The company's Shopify storefront lists 433+ SKUs, with best-selling lines covering single-use sheet masks (₹49), dark spots and acne clearing body soap (₹129), purple teeth whitening gel (₹199), and instant tan and dead-skin exfoliating gels (₹399). The supporting technology stack is conventional e-commerce infrastructure: Shopify for commerce, Judge.me for verified customer reviews, Gokwik for UPI and prepaid-payment processing, and Limechat for customer support. No proprietary technology, AI/ML layer, or patents are disclosed.

Sanfe operates a product-led growth model, selling predominantly through its own e-commerce storefront (sanfe.in) on a one-time purchase basis, with no subscription model identified. Price points range from ₹49 for entry-level sheet masks to ₹1,297 for premium kits, with an anchor promotion of 'Buy 3 Products for ₹699,' complimentary gifts at AOV thresholds of ₹549 and ₹699, free shipping on all orders, and up to 20% off on prepaid UPI transactions. Customer acquisition relies on organic social (Instagram, Facebook, YouTube, Twitter, Pinterest, LinkedIn), content marketing through the Sanfe blog, and an affiliate program via GoAffPro. The company is also pursuing B2B bulk sales to salons through dedicated bulk SKUs and has announced offline expansion targeting 500+ salons across Indian metros, funded in part by its November 2022 Series A2 round. Total disclosed funding is approximately $4.17 million across four rounds between February 2020 and November 2022, with key investors including LVX Ventures / LetsVenture, BIRAC, Elixir Pharma, Mintosh Advisory, SucSEED Venture Partners, Titan Capital, Vinners, 888vc, Hauz Khas Ventures, Seeders, and Yukti Securities.

Name

Sanfe - India’s First Women’s Body Care Brand

Legal name

Sanfe

Website

https://sanfe.in

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Sanfe is a Delhi-based D2C CPG brand founded in 2017, selling dermatologist-tested women's body care products — de-tan treatments, acne soaps, hair removal, intimate care, teeth whitening, and sheet masks — through its Shopify storefront (sanfe.in) and an expanding salon channel across Indian metros.

Ownership category

akta.pro rank

Product category

Women's Personal Care / Body Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro industry

PRIMARYCRADANAG

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

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADANAA

Deodorants & Antiperspirants

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADANAE

Hair Care (Shampoo, Conditioner, Styling, Treatments)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

SECONDARYCRADANAD

Personal Fragrances (Perfume, Cologne, Body Sprays)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Consumer Fragrances & Personal Care Manufacturing (Non-cosmetic)

Keywords

• Women body care
• Feminine hygiene products
• Skincare body care
• Hair removal products
• Personal grooming

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce Product Sales: Sanfe's primary revenue stream is direct product sales to consumers through its own e-commerce storefront (sanfe.in). Products are sold at various price points ranging from ₹49 (sheet masks) to ₹1,297 (kits/combos). The company offers bundling deals (Buy 3 Products for ₹699) and volume discounts to drive higher order values.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Sanfe designs, brands, and sells a portfolio of women's body care, skincare, hair care, hair removal, oral care, intimate care, and fragrance consumer packaged goods (CPG) directly to consumers in India through its own e-commerce website. Products are formulated with active ingredients (Salicylic Acid, Kojic Acid, Snail Mucin, Vitamin C, etc.) and manufactured by third-party contract manufacturers, with the brand handling formulation, branding, marketing, and distribution (D2C plus planned offline salon channels).

Product overview

Sanfe is a women's body care brand offering a comprehensive portfolio of skincare, hair care, hair removal, oral care, and personal grooming products. The product ecosystem centers on body care with key lines including Face Sheet Masks (papaya, rose, vitamin C, cucumber, charcoal, rice water, snail mucin variants), Body Soaps (dark spot/acne clearing, kojic acid, glutathione brightening), TanOff de-tan range (face toner, body wash, detan creams), and Spotlite body lightening products. Hair removal offerings span sprays, waxes, razors, and creams, while hair care includes masks, supplements, and styling products. The brand also offers teeth whitening solutions, underarm care, perfumes, and B2B bulk products for salon partnerships. All products are positioned for at-home use with dermatologically tested formulations targeting the Indian women's grooming market.

Differentiator

Problem solved

Functional benefit

Products and services

• Face Sheet Masks Single-use facial sheet masks infused with active ingredients (papaya, rose, vitamin C, cucumber, charcoal, rice water, snail mucin, lemon) for targeted skincare benefits including oil control, hydration, brightening, and tan removal. Priced at ₹49 per mask.
• Dark Spots and Acne Clearing Body Soap Body soap formulated with Salicylic Acid and Aloe Vera to reduce body acne, dark spots, and pigmentation on back, chest, arms, and underarms. Priced at ₹129 with reported 5L+ units sold.
• Instant Tan and Dead Skin Removal Exfoliating Gel Exfoliating gel with cellulose particles, lactic acid, and brightening actives that removes dead skin, tan buildup, and impurities from face and body without harsh scrubbing. Priced at ₹399 with 5754 customer reviews and claimed 5L+ units sold.
• Purple Teeth Whitening Gel Color-correcting teeth whitening gel using purple pigments to neutralize yellow tones and visually brighten smiles. Enamel-safe, suitable for sensitive teeth, priced at ₹199.
• Eyebrow Filler Pen Waterproof micro-tip eyebrow pen that creates natural hair-like strokes to fill sparse brows, providing 24-hour smudge-proof defined brow shape. Priced at ₹299.
• Underarm Lightening Roll On Underarm care products in roll-on format for lightening, deodorizing, and addressing pigmentation, odor, and dark patches; available in variants including Cool Water, Oudh, and Soft Touch.
• Hair Removal Products Complete hair removal range including Spray Away hair removal spray, Ubtan wax powder, wax strips, facial razors, crystal stones, and hair removal mousses for body and facial hair removal.
• Body Care Products Body skincare range including brightening soaps (Kojic Acid, Glutathione, Niacinamide variants), body lotions, moisturizing products, and body washes for hydration and skin brightening.
• ICONIC10 Celebrity-Inspired Perfumes Set of 10 celebrity-inspired perfumes for discovering and sampling various iconic fragrances, along with LittleScent kids perfume collection.
• Hair Care Products Hair care range including HairStruct Collagen Hair Mask, effervescent biotin/caffeine tablets for hair growth, hair styling products, hair building fibers, and anti-dandruff solutions.
• Spotlite Body Lightening Range Complete body lightening product line including Spotlite Sensitive Areas Lightening Serum, Spotlite Body Lightening Cream, Spotlite Mask, and body scrub for targeting dark patches and pigmentation.
• Face Acne Clearing Glo Patch Spot treatment acne patches for day and night use to address facial acne breakouts. Priced at ₹169 per pack of 36.
• TanOff Range De-tan product line including TanOff Face Toner, Summer Cool Body Wash, detan body creams, and detan kits for sun tan removal from face and body.
• B2B Bulk Products Bulk and business-to-business offerings including large pack sizes of body soaps (e.g., Dark Spots Brightening Soap 75g Pack of 25 at ₹2,475 and Pack of 50 at ₹4,850) for salon and retail partnerships.
• Instalite Detan Body Cream Wipe-off detan body cream for removing tan, soothing skin, and instantly brightening with advanced glyco-peel formula for visible results in 10 minutes.
• Collagen Skincare Products Collagen-based anti-aging skincare products including High Prime Collagen Melting Film for hydration, Vegan Collagen Powder-to-Cream for instant lift, and FibraLift Instant Soluble Collagen Threads.

Quantifiable outcome

• Products claim 5L+ (500,000+) units sold per top SKU
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Plum: India-based vegan and cruelty-free D2C beauty brand covering skin care, body care, hair care, and makeup. Comparable to Sanfe in channel (own D2C storefront), target customer, and ingredient-led positioning for Indian women.
• Pee Safe: India-based D2C hygiene and personal care brand with strong focus on feminine hygiene, toilet hygiene, and body care products. Highly comparable to Sanfe's intimate and body care positioning, with overlapping SKU categories and similar Indian D2C GTM motion.
• Sirona Hygiene: India D2C brand specializing in feminine hygiene products including menstrual cups, intimate washes, and period care. Directly comparable to Sanfe's intimate care and women's body care focus with similar target customer and D2C distribution model.
• WOW Skin Science: Large Indian D2C beauty and personal care brand spanning hair care, skin care, body care, and wellness. Comparable to Sanfe across product breadth, India-first D2C model, and similar target customer (women seeking at-home personal care solutions).
• Mamaearth (Honasa Consumer): One of India's largest D2C personal care brands (parent: Honasa Consumer) covering baby care, beauty, and body care. Closely comparable to Sanfe on D2C model and product breadth, though significantly larger scale and more diversified into baby/maternity categories.
• Sugar Cosmetics: India D2C color cosmetics and personal care brand with strong omnichannel presence including offline distribution. Comparable to Sanfe on D2C-led model, women-focused positioning, and India-wide distribution ambitions.
• Carmesi: India D2C brand focused on feminine hygiene and women's wellness products including menstrual products and intimate care. Directly comparable to Sanfe's intimate hygiene focus and women-first D2C positioning in India.
• mCaffeine: India D2C personal care brand specializing in caffeine-infused skin care, hair care, and body care products. Comparable to Sanfe on ingredient-led positioning, D2C-first model, and target customer (young Indian women).
• BellaVita Organic: India D2C beauty and personal care brand offering premium skin, hair, and body care products at accessible price points. Closely comparable to Sanfe on product breadth across body/face/hair care and price-sensitive Indian consumer targeting.

Emerging players

• Bodywise (formerly Known): India D2C women's wellness and body care brand targeting body positivity and women's health including intimate care. Comparable to Sanfe's women's body care focus with overlapping intimate hygiene and body care SKUs for the Indian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/SanfeWomen
• YouTubeyoutube.com/channel/UCO6msHL6wSfYUNX1Ug7bx-g
• Facebookfacebook.com/sanfeindia
• LinkedInlinkedin.com/company/sanfeiitd
• Instagraminstagram.com/sanfeindia
• Pinterestin.pinterest.com/sanfeindia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors11 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 Sanfe - India’s First Women’s Body Care Brand