New Delhi, Delhi, India, July 2025 – Pee Safe, the leading personal care and hygiene brand in India, plans the strategic expansion of its Research & Development (R&D) division by onboarding Ashima Sharma, a highly experienced R&D head with nearly a decade of hands-on expertise in the FMCG sector. This marks a key milestone in the company’s vision for innovation and practical solutions in personal care and hygiene.
With Pee Safe growing and branching into its most important product lines of feminine care, intimate care, and eco-conscious personal care, innovation is one of its main pillars that keeps driving it further. Growth within the R&D department is a reflection of the company’s commitment to staying ahead of evolving consumer needs as it develops high-impact, high-quality products.
Rithish Kumar, Co-Founder, Pee Safe, said, “Pee Safe was conceptualized on the premise that we must have safe and economical hygienic solutions. With growth, the role of innovation becomes even more critical. With Ashima on board, we will be able to go much deeper into innovation with purpose-led R&D. Her guidance will play a critical role in establishing our long-term product strategy direction and developing science-led, purposeful solutions.”
Ashima Sharma joins Pee Safe with eight-plus years of R&D background in leading FMCG companies such as Hindustan Unilever, Dabur, and Novozymes South Asia. She is an organic chemist and has rich experience in developing sustainable technology in beauty & personal care and home care businesses. Her strengths lie in analytical development and claims support and technology & product development, and she is therefore best placed to spearhead Pee Safe’s future innovation initiatives.
Ashima Sharma, R&D Lead, Pee Safe, said, “I’m truly excited to join Pee Safe, a brand that has made a big impact in the feminine hygiene space in India. For me, innovation in women’s health means more than just products; it’s also about encouraging honest conversations and creating real change. I look forward to working with the team to build solutions that are accessible, effective, and truly helpful.”
As R&D Lead, Ashima focuses on aligning the innovation roadmap with Pee Safe’s core values—empowerment, accessibility, and sustainability—as reflected in the Haq Se Period campaign promoting menstrual equity. This vision drives the integration of biodegradable and eco-conscious materials into the product range, making offerings both effective and environmentally responsible.
The team is also exploring the intimate wellness space, addressing often-overlooked needs. By developing solutions that tackle silent struggles, the aim is to break taboos, spark dialogue, and expand access to better hygiene and wellness for women everywhere.
About Pee Safe
Pee Safe is India’s fastest-growing personal care and hygiene brand with a vision to create safe and innovative solutions for next-generation consumers. Be it feminine hygiene and intimate wellness or grooming and daily hygiene segments, Pee Safe is always in the lead to make conversations and solutions count.
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