Pee Safe is a leading personal hygiene brand providing innovative, sustainable intimate wellness products, including toilet seat sanitizers, menstrual cups, and organic pads.
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See all ads on AdLibrary →Pee Safe is a New Delhi-based feminine hygiene and personal care brand founded in 2013 by Vikas and Srijana Bagaria. Starting with India's first toilet seat sanitiser spray — developed after Srijana contracted a UTI at a public toilet — the brand has expanded into menstrual hygiene, intimate care, and sexual wellness, with $32 million in Series C funding raised in 2026. Also searched as Pee.
Pee Safe's ads start with a problem every Indian woman recognises: the public toilet. The toilet seat sanitiser's origin story — a real UTI, a real couple, a real solution — provides an authentic and relatable creative foundation. Product utility demonstrations (spray, wait 10 seconds, sit safely) make the value proposition immediately clear. See current creative at Pee Safe on Ad Library.
Facebook and Instagram carry hygiene education content targeting urban Indian women. The brand navigates social platform sensitivities around feminine hygiene by focusing on sanitation and health rather than intimate body content. Travel and commuter audiences are high-value targets for the toilet seat sanitiser product. Menstrual hygiene creative targets a younger, awareness-stage audience.
Core themes: sanitation safety, UTI prevention, hygiene confidence on the go. Copy addresses the shared experience of avoiding public toilets — a universal Indian women's concern — and positions Pee Safe as the tool that removes that anxiety. Expanding product lines use the same hygiene confidence framework extended to menstrual and intimate care.
Pee Safe is the archetype of problem-first brand building: identify a specific, painful, widely-shared problem that everyone acknowledges but no brand has solved with a consumer product, then name the brand after the solution. The brand name itself is a conversion asset — anyone who has experienced the public toilet problem understands instantly what Pee Safe does. Functional clarity at the brand name level dramatically reduces advertising explanation costs.
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