This startup addresses men’s personal hygiene and health needs

Pee Safe, a hygiene and wellness brand, announced the launch of its new product called Pee Safe Natural intimate wash for men. The brand, already known for its range of women’s hygiene products, will now foray into men's personal and intimate hygiene space. Grooming and hygiene is an oft-neglected aspect in men’s category and Pee Safe is stepping in to change this with its new offerings.

According to a February 2019 report of London-based market research firm Mintel, Indian men spend an average of 42 minutes grooming themselves every day and about two-thirds of them are concerned about some aspect of their appearance. The launch of Pee Safe Natural Intimate Wash comes at a time when there is a lot of growth potential in the men’s grooming segment in India, the startup said.

While bath, beard, body, skin and hair-care products are already popular, intimate hygiene is an emerging and promising market. A recent brand campaign by Pee Safe on Instagram also found that women are equally concerned about their partner’s intimate hygiene, it said.

 Srijana Bagaria, co-founder, Pee Safe, said, “There has traditionally not been much awareness around grooming and personal hygiene among Indian men. However, this is now changing. Understanding this, and the fact that regular use of soap and body washes can cause itching, irritation and dryness in men, Pee Safe has launched Natural Intimate Wash."

The idea is to encourage and help more men to stay clean and healthy to avoid any infections and allergies. The product is composed of ingredients such as tea plant oil and witch hazel, which help prevent infections and itching. Our vision is to make personal hygiene a critical part of everyday routine for both men and women, Bagaria said.