Himshikha Shukla
Pee Safe is taking its women-first philosophy beyond hygiene with the launch of “Within”, a science-backed wellness brand created to support women through the evolving demands of their health, nutrition, and lifestyles. Within will serve as a step into women’s wellness, building on Pee Safe’s already established women-first philosophy. Within will initially be available on its website, followed by other digital platforms.
Within thus continues the company’s tradition of addressing issues that women are accustomed to facing in their everyday lives, many of which have remained overlooked due to a lack of products designed specifically for their needs. Through Within, the company is launching a range of three specialised formulations aimed at addressing specific women’s wellness concerns: Inner Bloom, which is designed to support gut and intimate wellness; Lean Mode, which helps with weight and appetite regulation; and Her Rhythm, which supports women’s menstrual and hormonal wellness.
Vikas Bagaria, Founder of Pee Safe, said, “Pee Safe was built on the belief that women shouldn’t have to accept everyday health concerns as something they simply have to live with. With Within, we’re taking that belief into women’s health and nutraceuticals, recognising that a woman’s needs evolve through her 20s, 30s, and 40s and cannot be addressed with a one-size-fits-all solution. We’re building products around specific health needs, backed by science, medical expertise, and a deeper understanding of women’s bodies, rather than following trends. Our ambition goes beyond supplements; we want Within to help women understand what’s happening within their bodies, have the conversations they’ve often been hesitant to have, and make more informed choices about their health.”
The consumer insights Pee Safe has gained from its interactions with women over the years have played a major role in Within’s product development. Each of the brand’s three formulations has been created based on specific wellness concerns and evaluated and enhanced by its medical advisory board.
A focus on quality and safety will continue to be a top priority in Within’s product development strategy. The brand’s products are manufactured in facilities that comply with various standards, including GMP and ISO certifications, FDA registration, HACCP certification, and FSSAI licences. Moreover, all product ingredients are rigorously tested for quality and safety.
The Within product range is priced between ₹800 and ₹1,500 and will initially be available at www.within.in before expanding to other platforms. In addition, consumers can connect with the brand through its Instagram handle, @within_ind, follow its education-focused Instagram page, @within.educates, and watch wellness-focused YouTube videos on Within Educates.
Community is an integral part of Within’s brand proposition. It seeks to create a trusted environment where women can access reliable information about their health concerns, learn more about them, ask questions freely, and engage in open discussions about important yet often overlooked wellness issues. Over the next two to three years, Pee Safe hopes that Within will become an important pillar of the company’s growth through the addition of products designed around women’s evolving health needs.