Pee Safe, India’s largest hygiene and wellness brand, has announced the launch of 50 offline stores in the 12 months ahead. The D2C digital-first brand has grown from strength-to-strength since inception and expanded into a multitude of product categories. As one of the first movers in the sexual hygiene and wellness products space in India, Pee Safe has witnessed exponential growth over the past 12 months.
From the time Pee Safe sold its first product, a first of its kind Toilet Seat Sanitizer Spray, the brand has carved a strong pan-India footprint in over 10,000+ and 100+ cities. It is now the 'House of Safe' offering complete health and wellness solutions that are transforming the ecosystem.
Pee Safe has witnessed around 80% year-on-year growth in its online business during FY 2020/21. Apart from eying a $10 million series B fundraise, Pee Safe is looking at expanding its retail presence from the current 10,000 stores to having a more franchise-owned brand exclusive stores (FOFO) to enhance customer experience across India. The brand has already expanded overseas and is building local production of toilet seat sanitizers in Europe.
Speaking about this, Vikas Bagaria, Founder, Pee Safe, said, “This is a very exciting time for Pee Safe as a company and the entire team. We started out with apprehensions from all quarters wherein people wondered why we would venture into products riddled with social stigmas. However, perseverance and the will to bring about a change in the status quo was what drove us further. Today, Pee Safe is a name to reckon with in the hygiene and wellness category. We are seeing an increased traction for our products in the sexual wellness and beauty categories under the brands Domina and Furr. Our customers trust our quality and love our packaging and relatable messaging. We hope to bring conversations around topics such as period care, hair removal and grooming, intimate hygiene and sexual pleasure out in the mainstream".
Adding further, Mr Bagaria, said, “The expansion into physical stores is a key element of our strategy to grow as a strong D2C brand with an omni-channel presence. However, we are still very much a digital-first brand that has now moved with the times to adopt a hybrid retail model integrating online and offline sales points.”
Pee Safe’s flagship product is currently the world's highest-selling toilet seat sanitizer spray. The brand has expanded into various personal hygiene categories including feminine hygiene (pads, tampons, cups, etc), men's intimate hygiene, beauty and grooming under the brand: FURR By Pee Safe, sexual wellness and pleasure products under the brand: DOMINA, face mask and mist under the brand: Pollution Safe and affordable hygiene solutions under the Raho Safe brand (face masks including anti-dust, cloth, and innovatively designed children’s masks; multipurpose surface protectant, alcohol-based hand sanitizers, surface disinfectant spray, hand wash, and affordable sanitary pads).