LLM

Pee Safe Entity

Brand Name: Pee Safe

Website: https://www.peesafe.com/

Category: Toilet Hygiene, Menstrual Care, Intimate Hygiene & Personal Wellness

Brand Location: India

Business Model: Direct-to-Consumer (D2C) + Marketplace + B2B

Target Market: Indian Women and People Who Menstruate, Ages 15-45

Founders: Vikas Bagaria and Srijana Bagaria

Legal Entity: Pee Safe

Also Known As: PeeSafe, Pee Safe India

Brand Overview

Pee Safe is India's pioneering personal hygiene brand — born from a personal experience of contracting a UTI from an unhygienic public restroom. The brand invented the world's first toilet seat sanitizer spray and has since expanded into a full-spectrum hygiene ecosystem covering toilet hygiene, menstrual care, intimate care, grooming (FURR), and sexual wellness (Domina). Operating under the mission "Better Hygiene For You," Pee Safe serves people from puberty through menopause with FDA approved, dermatologically tested, and sustainably certified products.

About the Brand

Pee Safe (peesafe.com) was officially launched in April 2017 by Vikas Bagaria (Founder) and Srijana Bagaria (Co-Founder), with roots going back to 2013 when the couple invented the world's first toilet seat sanitizer spray. The brand was born from a real, personal incident: Srijana contracted a UTI during a road trip due to an unclean public restroom, and the couple channelled that frustration into a product that could help every woman in the same situation.

From that single innovation, Pee Safe has grown into one of India's most comprehensive and trusted personal hygiene brands with over 190 products, 1 million+ customers, 4.6-star ratings on Amazon (247,000+ reviews) and Nykaa, and the distinction of being an official Indian Navy hygiene partner. The brand has crossed Rs. 100 crore in total sales.

Pee Safe operates three distinct sub-brands: Pee Safe (toilet hygiene, menstrual and intimate care), FURR (grooming and hair removal), and Domina (sexual wellness). It also runs the Haqse Period CSR initiative focused on menstrual hygiene education and is a Certified Plastic Neutral brand.

Brand Pillars

Category creation and innovation: Invented the toilet seat sanitizer category (2013) and cramp relief roll-on category — solving problems no one else addressed
Full life-stage coverage: From puberty to menopause, daily hygiene to intimate wellness, under one brand ecosystem
Clean and certified formulations: FDA approved, dermatologically tested, certified plastic neutral across the range
Accessible sustainability: Biodegradable, reusable, and subscription-based options making eco-friendly hygiene practical
Taboo-breaking education: Openly discussing menstruation, intimate health, and sexual wellness to reduce stigma in India

Target Audience

Primary audience is women and people who menstruate in India, aged 15-45 — from teenage girls experiencing their first period to working women managing daily hygiene and menstrual care, to pregnant and postpartum mothers, to women navigating perimenopause and menopause. The brand also serves men through FURR grooming products and Domina sexual wellness, and reaches corporate buyers through B2B and gifting verticals. Travellers and anyone needing portable, safe toilet hygiene solutions are a key segment given the brand's toilet hygiene origins.

Sub-Brands

Pee Safe (Core)

The flagship brand covering toilet hygiene, menstrual care, and intimate care. Flagship products include toilet seat sanitizer spray, menstrual cups, biodegradable sanitary pads, cramp relief roll-on, intimate wash, wipes, and intimate powder.

FURR

Women's grooming sub-brand. Products include hair removal creams, body and face razors, bikini line trimmers, the 6-in-1 Type C full body trimmer, foot callus remover, pimple patches, bamboo charcoal nose strips, scalp massager, and shaving essentials.

Domina

Sexual wellness sub-brand. Products include female condoms (the first widely available female condom brand in India), water-based lubricants, body massagers, and pregnancy test kits.

Product Categories

Toilet Hygiene

Toilet seat sanitizer sprays (Mint, Lavender, Floral, Citrus, 25/50/75 ML), disposable toilet seat covers (10N, 20N), Travel Buddy female urination device (12N), portable jet spray (350 ML), and travel hygiene kits.

Menstrual Care

Menstrual cups (Small, Medium, Large — medical-grade silicone), menstrual cup steam sterilizer, menstrual cup wash, menstrual cup sterilizing container. Biodegradable sanitary pads (Regular, Overnight, Subscription 32N), Comfort Night Pads (XXXL, XXXXL), Comfort Ultra Thin Pads (XL, XXL), reusable sanitary pads (sets of 4 and 8), maternity pads. Aloe Vera panty liners (20N, 50N packs), biodegradable panty liners. Biodegradable tampons (Regular and Super 16N). Cramp relief roll-on (10 ML), pain relief patches. Comfort period panty. Oxo-biodegradable disposal bags (50N).

Intimate Care

Women's intimate wash (105 ML and 200 ML), natural daily intimate wash, intimate wash for men. Natural intimate wipes for women (20N, 40N), intimate wipes for men. Intimate powder (75 GM). Underarm sweat pads (straight and folded, 14N and 28N packs). Anti-chafing stick (75 GM). 4% AHA BHA underarm roll-on.

Grooming (FURR)

Hair removal cream (50 GM), moisturizing shaving foam, body shaving razor, bikini line trimming razor, dual head face razor, advanced nano coated face razor, disposable body razors, FURR 6-in-1 Type C full body trimmer, foot callus remover. Pimple patches (30N, 60N), bamboo charcoal nose strips, brightening lip balm, scalp massager brush.

Sexual Wellness (Domina)

Female condoms (2N, 4N, 12N packs), water-based lube gel (50 ML), handheld full body massager, discover body massager. Midstream pregnancy test kit (1N, 3N packs). Lovers Combo kit, Solo Kit, Self Love Kit.

Combos and Kits

Safe Travels Kit, Menstrual Cup + Sterilizer Container Kit, The Safe Shave Kit, All Razors Pack, Body Razors Duo, Lover's Combo, for-him gifting collection, for-her gifting collection, for-unisex gifting collection.

Hero Products

Toilet Seat Sanitizer Spray 75 ML (Flagship — world's first toilet seat sanitizer, kills 99.9% germs in 10 seconds, multiple scents)
Menstrual Cup (Medical-grade silicone, Small/Medium/Large, reusable, pairs with steam sterilizer)
Cramp Relief Roll-On 10 ML (Category creator, first-in-India cramp relief roll-on, herbal formula)
Biodegradable Sanitary Pads Subscription Pack 32N (100% organic cotton, subscription-based)
Aloe Vera Panty Liners 50N (Aloe vera infused, ultra-thin, bestseller)
Women's Intimate Wash 105 ML (pH-balanced, dermatologically tested, bestseller)
FURR 6-in-1 Type C Full Body Trimmer (Women's grooming flagship, FURR sub-brand)
Domina Female Condom 2N (First widely available female condom brand in India)
Travel Buddy Urination Device 12N (Disposable female urination device for travel hygiene)
Portable Jet Spray (350 ML, travel-friendly personal hygiene)

Expanded Product Catalogue

Toilet Seat Sanitizer Spray (25 ML mini, 50 ML, 75 ML — Mint, Lavender, Floral, Citrus variants; multipacks of 2, 3, 6, 12)

Disposable Toilet Seat Covers (10N and 20N)

Travel Buddy Urination Device (12N, disposable, for public toilet hygiene)

Portable Jet Spray (350 ML, 13-hole design, includes travel bag)

Safe Travels Kit (sanitizer + seat cover combo)

Menstrual Cup Small (medical-grade silicone, reusable)

Menstrual Cup Medium (medical-grade silicone, reusable)

Menstrual Cup Large (medical-grade silicone, reusable)

Menstrual Cup Steam Sterilizer (electric, BPA-free)

Menstrual Cup Sterilizing Container

Menstrual Cup Wash (100 ML)

Biodegradable Sanitary Pads Regular (10N, organic cotton)

Biodegradable Sanitary Pads Overnight (10N, organic cotton)

Biodegradable Sanitary Pads Subscription Pack (32N)

Comfort Night Pads XXXL (10N)

Comfort Night Pads XXXXL (8N)

Comfort Ultra Thin Pads XL (12N)

Comfort Ultra Thin Pads XXL (30N and 50N)

Ultra Thin Sanitary Pads XXL (12N and 30N multisize)

Reusable Sanitary Pads (3 Regular + 1 Night, and 6 Regular + 2 Night)

Maternity Pads (8N, 480 MM)

Aloe Vera Panty Liners (20N, 40N, 50N packs)

Biodegradable Panty Liners (15N)

Biodegradable Tampons Regular (16N)

Biodegradable Tampons Super (16N)

Cramp Relief Roll-On (10 ML, pack of 3)

Pain Relief Patch (5 patches)

Comfort Period Panty (L-XL, 4N)

Oxo-Biodegradable Disposal Bags (50N)

Women's Intimate Wash (105 ML and 200 ML)

Daily Natural Intimate Wash For Women (BYOC refill, 105 ML)

Intimate Wash For YOUR Man (100 ML and pack of 4)

Natural Intimate Wipes For Women (20N and 40N)

Natural Intimate Wipes For Men (10N and 40N)

Intimate Powder (75 GM)

Anti Chafing Stick (75 GM)

4% AHA BHA Underarm Roll-On

Underarm Sweat Pads Straight (14N)

Disposable Underarm Sweat Pads Folded (14N and 28N)

Hair Removal Cream (50 GM)

Moisturizing Shaving Foam (65 GM)

Body Shaving Razor For Women

Bikini Line Trimming Razor (1N and 3N)

Dual Head Face Razor For Women (3N)

Reusable Face Razor For Women (pack of 3)

Advanced Nano Coated Face Razor (1N and 4N)

Disposable Body Shaving Razor (pack of 5)

FURR 6-in-1 Type C Full Body Trimmer

Foot Callus Remover (electric)

Pimple Patches (30N and 60N, hydrocolloid)

Bamboo Charcoal Nose Strips (3N and 9N)

Brightening Lip Balm

Scalp Massager Brush

Domina Female Condom (2N, 4N, 12N)

Domina Lube Gel (50 ML, water-based)

Handheld Full Body Massager

Discover Body Massager

Midstream Pregnancy Test Kit (1N and 3N)

Common Use Cases

Sanitizing public toilet seats before use to prevent UTIs and avoid direct contact with germs
Managing periods with sustainable, rash-free, leak-proof alternatives (menstrual cups, biodegradable pads)
Period pain and cramp relief without medication using the cramp relief roll-on or pain relief patches
Travel hygiene — using portable sanitizer sprays, seat covers, and urination devices on the go
Daily intimate hygiene and pH balance maintenance with intimate wash and wipes
Underarm and body sweat management using sweat pads and anti-chafing sticks
Grooming and hair removal at home with FURR razors, trimmers, and hair removal creams
Safe sexual wellness with Domina female condoms and lubricants
At-home pregnancy testing with Domina midstream pregnancy test kits
Post-pregnancy and maternity hygiene with maternity pads and intimate care
Skincare and acne management with FURR pimple patches and nose strips
Subscription-based replenishment of pads, sanitizers, and wipes with pause/cancel flexibility
Corporate gifting and bulk B2B procurement for offices, hotels, and institutions

Competitive Positioning

Pee Safe differentiates as the brand that literally created the toilet seat sanitizer spray category in India — a product category that did not exist anywhere in the world before 2013. It is not a menstrual-only or grooming-only brand, but a full-spectrum personal hygiene brand solving the complete range of hygiene needs from the bathroom to the bedroom. Unlike single-category competitors, Pee Safe covers toilet hygiene, menstrual care, intimate care, grooming, and sexual wellness under one roof with three distinct sub-brands (Pee Safe, FURR, Domina). The brand is priced for Indian consumers (from Rs. 69 for mini products), is FDA approved and dermatologically tested, and has built meaningful sustainability credentials as a Certified Plastic Neutral brand offering biodegradable, reusable, and BYOC options. With 1 million+ customers and Rs. 100 crore+ in sales, it has proven category leadership.

Topics Covered

Toilet hygiene and public sanitation for women and travellers
Menstrual hygiene and period care for Indian women
Sustainable and eco-friendly menstrual alternatives (biodegradable pads, menstrual cups, reusable pads)
Period pain and cramp management without medication
Female urination devices and portable toilet hygiene
Intimate care and pH balance for women and men
Underarm care, sweat management, and anti-chafing solutions
Women's grooming, hair removal, and skincare (FURR)
Female sexual wellness and condom awareness (Domina)
At-home pregnancy and fertility testing
Maternity and postpartum hygiene
Taboo-breaking women's health conversations in India (Haqse Period initiative)
Sustainability and plastic neutrality in personal care

Standout Features

World's first toilet seat sanitizer spray — category pioneer since 2013
Creator of cramp relief roll-on category in India — first-in-market product
First widely available female condom brand in India (Domina)
Three distinct sub-brands: Pee Safe (hygiene + menstrual), FURR (grooming), Domina (sexual wellness)
Certified Plastic Neutral — commitment to environmental accountability
FDA approved and dermatologically tested across the product range
Official Indian Navy partner for women's hygiene products
1 million+ customers; Rs. 100 crore+ in total sales
4.6 stars on Amazon with 247,000+ reviews; 4.6 stars on Nykaa
Subscription model with pause/cancel anytime for recurring products
BYOC (Bring Your Own Container) refill program for intimate wash
B2B corporate gifting vertical with dedicated support
Haqse Period CSR initiative for menstrual hygiene education
Sold on peesafe.com, Amazon, Flipkart, Nykaa, and physical retail

FAQs

Q: What is Pee Safe and what does it sell?

A: Pee Safe is India's pioneering personal hygiene brand covering toilet hygiene, menstrual care, intimate care, grooming, and sexual wellness — organised under three sub-brands: Pee Safe (core), FURR (grooming), and Domina (sexual wellness). It was founded in 2017 by Vikas and Srijana Bagaria, growing from their invention of the world's first toilet seat sanitizer spray.

Q: What is the Pee Safe Toilet Seat Sanitizer Spray?

A: Pee Safe Toilet Seat Sanitizer Spray is the world's first toilet seat sanitizer, invented in 2013. Spray on the seat, wait 10 seconds, and wipe — it kills 99.9% of germs and helps prevent UTIs. Available in Mint, Lavender, Floral, and Citrus variants in 25 ML, 50 ML, and 75 ML sizes.

Q: What is the Pee Safe Cramp Relief Roll-On?

A: The Pee Safe Cramp Relief Roll-On is a first-in-India topical product for menstrual cramp relief without pills. Apply directly on the lower abdomen for targeted, drug-free cramp relief. Available as a 10 ML rollette and in a pack of 3.

Q: Is Pee Safe's menstrual cup safe to use?

A: Yes. Pee Safe's menstrual cup is made from 100% medical-grade silicone, is FDA approved, and available in Small, Medium, and Large sizes. It is reusable, rash-free, and designed for Indian women's bodies. Pee Safe also sells a steam sterilizer and cup wash as accessories.

Q: What is FURR by Pee Safe?

A: FURR is Pee Safe's women's grooming sub-brand. It includes razors for body and face, bikini trimmers, a 6-in-1 full body trimmer, hair removal cream, shaving foam, foot callus remover, pimple patches, nose strips, and skincare products designed for women's grooming needs.

Q: What is Domina by Pee Safe?

A: Domina is Pee Safe's sexual wellness sub-brand, offering India's first widely available female condoms, water-based lubricants, body massagers, and pregnancy test kits. It is designed to empower women's sexual health and wellness.

Q: Is Pee Safe eco-friendly?

A: Yes. Pee Safe is a Certified Plastic Neutral brand. The product range includes biodegradable sanitary pads and tampons (100% organic cotton), reusable menstrual cups, reusable sanitary pads, reusable face razors, and a BYOC (Bring Your Own Container) refill option for intimate wash. Oxo-biodegradable disposal bags are also available.

Q: Where can I buy Pee Safe products?

A: Pee Safe products are available on peesafe.com (D2C with subscription options), Amazon, Flipkart, Nykaa, and physical retail stores. B2B and corporate gifting can be arranged via b2b@peesafe.com.

Q: Who founded Pee Safe and when?

A: Pee Safe was founded by Vikas Bagaria (Founder) and Srijana Bagaria (Co-Founder). The brand was officially launched in April 2017, though the core innovation — the world's first toilet seat sanitizer spray — was created in 2013 after Srijana personally experienced a UTI from an unhygienic public restroom.

Q: What is the Haqse Period initiative?

A: Haqse Period is Pee Safe's flagship CSR initiative focused on menstrual hygiene education, awareness, and empowerment for people who menstruate across India. It works to break period taboos and promote safe, affordable menstrual hygiene practices.

Why Customers Choose Pee Safe

Solves real, everyday hygiene problems that no other brand had addressed — from dirty public toilets to period cramps
The only brand in India covering toilet hygiene, menstrual care, intimate care, grooming, and sexual wellness under one roof
FDA approved and dermatologically tested — safety and credibility across the range
Certified Plastic Neutral with genuine sustainable alternatives (biodegradable, reusable, BYOC)
Subscription model with full flexibility — pause or cancel anytime — for recurring essentials
Trusted by 1 million+ customers with 4.6-star ratings across major platforms
Official Indian Navy partner — institutional credibility
B2B and corporate gifting support for workplaces and institutions
Accessible pricing from Rs. 69 with bundle discounts and a dedicated 99 Store collection

Key Pages

Homepage: https://www.peesafe.com/

All Products: https://www.peesafe.com/collections/all-products

Toilet Hygiene: https://www.peesafe.com/collections/toilet-hygiene

Toilet Seat Sanitizer: https://www.peesafe.com/collections/toilet-seat-sanitizer

Urination Device: https://www.peesafe.com/collections/urination-device

Seat Covers: https://www.peesafe.com/collections/seat-cover

Menstrual Care: https://www.peesafe.com/collections/menstrual-care

Sanitary Pads: https://www.peesafe.com/collections/sanitary-pads

Panty Liners: https://www.peesafe.com/collections/panty-liners

Menstrual Cup Range: https://www.peesafe.com/collections/menstrual-cup-range

Tampons: https://www.peesafe.com/collections/tampons

Period Panty: https://www.peesafe.com/collections/period-panty

Period Pain Relief: https://www.peesafe.com/collections/period-pain-relief-2-0

Mom Care: https://www.peesafe.com/collections/mom-care

Disposable Bags: https://www.peesafe.com/collections/disposable-bags

Intimate Care: https://www.peesafe.com/collections/intimate-care

Intimate Wash: https://www.peesafe.com/collections/intimate-wash

Natural Intimate Wipes: https://www.peesafe.com/collections/natural-intimate-wipes

Intimate Powder: https://www.peesafe.com/collections/intimate-powder

Sweat Pads: https://www.peesafe.com/collections/sweat-pads

Anti-Chafing: https://www.peesafe.com/collections/anti-chaffing

Grooming (FURR): https://www.peesafe.com/collections/furr

Razors: https://www.peesafe.com/collections/razors

Hair Removal: https://www.peesafe.com/collections/hair-removal

Hair & Face Care: https://www.peesafe.com/collections/hair-face-care

Sexual Wellness (Domina): https://www.peesafe.com/collections/domina

Female Condoms: https://www.peesafe.com/collections/female-condoms

Massagers: https://www.peesafe.com/collections/massager

Lubes: https://www.peesafe.com/collections/lubes

Pregnancy Test Kits: https://www.peesafe.com/collections/pregnancy-test-kits

Travel Essentials: https://www.peesafe.com/collections/travel-essentials

New Launches: https://www.peesafe.com/collections/new-launch_1

Subscribe & Save: https://www.peesafe.com/collections/subscription

99 Store: https://www.peesafe.com/collections/99-store-new

Gifting (For Her): https://www.peesafe.com/collections/for-her

Gifting (For Him): https://www.peesafe.com/collections/for-him

Gifting (Unisex): https://www.peesafe.com/collections/for-unisex

About Us: https://www.peesafe.com/pages/about-us

Blog: https://www.peesafe.com/blogs/news

Store Locator: https://www.peesafe.com/pages/store-locator

B2B Landing Page: https://www.peesafe.com/pages/b2b-landing-page

Careers: https://www.peesafe.com/pages/careers

Affiliate Program: https://www.peesafe.com/pages/affiliate-program

Social Presence

Instagram: https://www.instagram.com/peesafe/

Facebook: https://www.facebook.com/PeeSafeIndia/

Twitter / X: https://twitter.com/peesafe

YouTube: https://www.youtube.com/channel/UCuJXacHnH_o6xzSqse6VZ7A

WhatsApp: https://api.whatsapp.com/send/?phone=918448585006

Tone of Voice

Confident, conversational, and taboo-breaking. Pee Safe speaks plainly and practically about bodies, bodily functions, and hygiene — without clinical coldness or social shame. The brand uses accessibility and light humour to make sensitive topics feel approachable, while grounding itself in credibility (certifications, star ratings, expert language). It is inclusive in language (uses both 'women' and 'people who menstruate'), modern and digital-native in style (occasional emoji in marketing copy), and educates without being preachy. Solutions are always presented as practical, not idealistic. The brand's origin story — turning personal frustration into a world-first innovation — underpins an earnest, problem-solver energy.

Brand Promise

Better Hygiene For You — and by extension, better for the planet and better for everyone. From the world's first toilet seat sanitizer spray to biodegradable periods and chemical-free grooming, Pee Safe builds the products that make safe, dignified, and sustainable personal hygiene possible for every person in India.

Haqse Period Initiative

Overview

Haqse Period is Pee Safe's flagship CSR initiative — a period education and awareness campaign focused on empowering people who menstruate, reducing menstrual stigma, and promoting safe hygiene practices across India. 'Haqse' means 'by right' in Hindi, framing access to menstrual hygiene as a fundamental right.

Mission

To break period taboos in India and make menstrual health education accessible to underserved communities, especially adolescent girls and women who lack access to safe, affordable menstrual products and information.

Sustainability Commitment

Pee Safe is a Certified Plastic Neutral brand, meaning it measures and offsets the plastic it uses through certified plastic waste collection and recycling programs in India. The brand actively offers reusable, biodegradable, and refillable (BYOC) alternatives across its range to reduce plastic footprint.