Komerz has been appointed by the Indian women’s hygiene brand Pee Safe to lead its expansion into the UK and Europe.

Under the partnership, Komerz will manage Pee Safe’s international growth across consumer insights, marketing, e-commerce, retail and distribution, with its AI-powered commerce platform supporting the expansion.

Pee Safe started with a toilet seat sanitiser and has since expanded into menstrual care, intimate wellness and personal care. 

Currently, its products have begun rolling out in the UK, with further retail and marketplace expansion planned under the partnership with Komerz.

Siddharth Shankar, global chief operating officer, Komerz, said, “Pee Safe is exactly the kind of brand our model was built for: a proven consumer business with significant scale in its home market and the ambition to become a truly global brand. “International expansion is no longer simply about securing distribution. Brands need to understand where demand exists, how consumers behave, which channels will drive growth and how marketing, retail, e-commerce and operations work together from day one. By connecting those capabilities through the Komerz OS, we can give Pee Safe one coordinated growth engine for the UK and beyond, combining local market intelligence with the infrastructure and execution needed for it to scale.”

Rithish Kumar, co-founder, Pee Safe, added, "The UK represents an important next chapter for Pee Safe. We started with a simple belief that women should have access to products that make managing their health and hygiene easier, wherever they are. That has taken us from one product to a brand used by millions of consumers. Our ambition now is to build Pee Safe into a truly international business, and Komerz gives us the combination of technology, local market expertise, commerce and distribution capabilities to accelerate that journey.”