FEMININE HYGIENE BRAND, Pee Safe, has announced Indian cricketer and national team vice-captain Smriti Mandhana as its new brand ambassador. The partnership is centered around promoting the company’s “Comfort Range” of products and driving awareness around menstrual hygiene in India.
Smriti Mandhana will represent Pee Safe’s Comfort Range, including period panties, panty liners, ultra-thin sanitary pads, night pads, and toilet seat sanitisers. The collaboration aims to promote comfort-first feminine hygiene solutions, encourage open conversations around menstruation, and break long-standing social taboos associated with periods
The announcement coincides with Pee Safe’s 9th anniversary, and the brand is positioning this collaboration as part of a broader effort to redefine feminine hygiene in India by focusing on comfort and accessibility, dignity and openness, and judgment-free usage of intimate care products. The company also aims to increase awareness among urban (Tier 1) consumers and expand its distribution footprint nationwide.
