Intimate care goes mainstream: Sirona, Nua, Pee Safe ride D2C and quick commerce wave
India's intimate care category is broadening from menstrual hygiene into period underwear, postpartum, sexual wellness and men's hygiene. D2C-native brands Sirona, Nua and Pee Safe are leveraging ecommerce and quick commerce as private discovery channels, while HealthFab's ₹20 Cr raise signals fresh investor appetite in the segment.
Indian intimate care category is expanding beyond menstrual hygiene into period underwear, postpartum, sexual wellness and men's hygiene, led by D2C brands like Sirona, Pee Safe, Nua leveraging ecommerce and quick commerce for private discovery.
Why this matters
Reinforces Sirona's positioning alongside Nua and Pee Safe as India's intimate care category expands beyond pads into period underwear and sexual wellness, backed by rising VC interest.
Retail-brand activity steady with 1,522 signals in last 90 days.