Women’s hygiene and wellness brand Pee Safe has closed a $32 million round with OrbiMed, a global healthcare-focused private equity firm. The funding round was a mix of primary capital and secondary sale by early investors.
The company plans to deploy the capital to scale its offline retail presence, strengthen marketing efforts, and deepen its reach across quick commerce platforms and marketplaces.
“Pee Safe was founded to address a deeply underserved women’s health category and challenge long-standing taboos,” said Vikas Bagaria, founder, Pee Safe.
Launched in 2013 with just one product, a toilet seat sanitiser, by Bagaria and his wife Srijana, Pee Safe has evolved into a personal hygiene and fast-moving consumer goods (FMCG) brand. The company later elevated Rithish Kumar, one of the early founding members, as the cofounder.
The company’s portfolio includes products across toilet hygiene, feminine and intimate hygiene, personal care, grooming, and wellness. It has a presence in over 50,000 offline retail outlets in more than 100 cities, and exports to 23 countries.
“This investment enables us to significantly deepen our offline distribution while also accelerating momentum across quick commerce and ecommerce, allowing us to reach more consumers at scale,” said Kumar.
According to the company, Pee Safe has grown to an annualised net revenue run rate of over Rs 150 crore and is profitable. Excluding the current round, the company has raised a total of $16.5 million, according to Tracxn. It last raised $3 million in 2023.
This comes amid a wave of funding activity in the sexual health and wellness sector over the past 12 months. Earlier, ET had reported that increasing awareness — especially among Gen Z and millennials — is helping reduce the stigma around sexual health and wellness.
Commenting on the investment, Sunny Sharma, senior managing director, OrbiMed said, “Pee Safe has built a differentiated brand with consumer loyalty in large categories.” Sharma and Sumona Chakraborty of OrbiMed have also joined the company’s board.
