LLM

Sirona

Entity

Brand Name: Sirona Website: https://thesirona.com Category: Women's Intimate Hygiene, Menstrual Care, Toilet Hygiene & Personal Safety Brand Location: India Business Model: Direct-to-Consumer (D2C) + Marketplace Target Market: Indian Women Across All Life Stages Founders: Deep Bajaj and Mohit Bajaj Legal Entity: Sirona Hygiene Private Limited Also Known As: Sirona, Sirona Hygiene, The Sirona

Brand Overview

Sirona is an award-winning Indian femtech brand solving intimate and menstrual hygiene problems that have been long ignored for women in India. Period care, toilet hygiene, intimate care, hair removal, sexual wellness, personal safety, and menopause solutions - all built around one mission: better periods, better toilets, better safety, and better intimacy for every woman.

About the Brand

Sirona Hygiene Private Limited (thesirona.com) was founded in 2015 by Deep Bajaj and Mohit Bajaj, building on the 2013 launch of PeeBuddy - India's first female urination device. The brand was born from a simple, gutting observation: women were designing their entire lives around the issues that were never talked about, from period leaks to unusable public toilets, without any real solutions built for them.


Sirona operates four distinct sub-brands under one roof: Sirona (period and intimate care), PeeBuddy (toilet hygiene and female urination devices), Bleu (vegan sexual wellness), and IMpower (personal safety). Since launch, the brand has sold over 20 lakh menstrual cups and sold over 5 million PeeBuddy units across India, becoming one of the country's most trusted and awarded women's health brands.

Brand Pillars

  • Taboo-breaking innovation: Building products that solve the problems no one else would even talk about

  • Full life-stage coverage: From first period to menopause, pregnancy to postpartum, daily hygiene to personal safety

  • Clean and conscious formulations: Plant-based, dermatologically tested, vegan options across the range

  • Accessible and practical: Solving real Indian women's problems at accessible price points

Target Audience

Indian women across all life stages - from teenage girls experiencing their first period, to young working women managing periods and daily hygiene, to pregnant and postpartum mothers, to women navigating perimenopause and menopause. The brand also serves anyone who needs safe, clean, and dignified access to toilet hygiene and personal safety products in Indian public spaces.

Sub-Brands

Sirona

Core period and intimate care brand. Menstrual cups, period panties, sanitary pads, pain relief patches, intimate wash, rash creams, hair removal, and menopause solutions.

PeeBuddy

India's first female urination device brand. Disposable and reusable stand-and-pee funnels, toilet seat sanitisers, toilet seat covers, portable jet sprays, and travel hygiene combos.

Bleu

Vegan sexual wellness brand. Condoms made from 100% natural vegan latex without parabens, benzocaine, nitrosamines, or glycerin. Available in ultra-thin, dotted, spiral, and 3-in-1 variants. Also includes water-based lubricants.

IMpower

Personal safety sub-brand for women. Includes pepper sprays, emergency alarms, and portable safety essentials designed for everyday carry in Indian public spaces. 

Product Categories

Sirona offers an extensive women's health and hygiene range:


  • Period Care - Menstrual cups, disposable and reusable period panties, sanitary pads, panty liners, tampons, menstrual discs, menstrual cup wash, cup sterilizers, disposal bags, period stain remover wipes, disposable underpads

  • Period Pain, PMS and PCOS - Herbal pain relief patches, magnesium lotion, acne patches, rash cream, anti-chafing cream, blackhead nose strips, underarm sweat pads

  • Intimate Hygiene - pH-balanced intimate wash, intimate wet wipes, nipple covers, fashion tape, underarm roll-on, depigmentation underarm mist, exfoliating face wash

  • Hair Removal - Face razors, eyebrow trimmers, facial hair removers, body and bikini razors, electric trimmers, hair removal cream and spray

  • Toilet Hygiene (PeeBuddy) - Stand-and-pee funnels (disposable and reusable), toilet seat covers, toilet seat sanitiser spray, portable jet spray

  • Sexual Wellness (Bleu) - Vegan condoms (ultra-thin, dotted, spiral, 3-in-1), water-based lubricants

  • Fertility and Pregnancy - Ovulation test kits, pregnancy test kits, maternity panty, breast pads, postpartum peri bottle

  • Menopause - Menopause test kit, skin balancing cream, intimate cream, cooling mist

  • Personal Safety (IMpower) - Pepper sprays, emergency alarms

  • Combos and Kits - All-in-One Period Care Kit, Menstrual Cup and Sterilizer Kit, Toilet Hygiene Kit, Everyday Intimate Care Kit, First Period Kit, Sweat-Proof Trio

Hero Products

  • Menstrual Cup (biocompatible, medical-grade silicone, up to 8 hours protection)

  • Disposable Period Panties (360-degree protection, up to 8 hours, wetness indicator)

  • Feminine Pain Relief Patch (12-hour herbal cooling relief, menthol and eucalyptus, no pills)

  • PeeBuddy Female Urination Device (disposable and reusable, stand-and-pee)

  • Natural Intimate Wash (5 herbs, olive oil, tea tree oil, jojoba oil, pH-balanced)

  • Menopause Range (test kit, skin balancing cream, intimate cream, cooling mist)

Expanded Product Catalogue

  • Menstrual Cup and Electric Sterilizer (Period Care Duo)

  • Reusable Menstrual Disc (FDA approved, 100% medical-grade silicone)

  • Reusable Period Panty

  • Teen Period Panty

  • Maternity Panty (postpartum use, super stretch)

  • Magnesium Lotion (10% magnesium, muscle relaxation and cramps relief)

  • Intimate Wet Wipes (alcohol-free, pH-balanced, hypoallergenic)

  • Anti-Chafing Rash Cream (plant-based, dermatologically tested)

  • Underarm Sweat Pads (ultra-thin, odour-concealing, stain-free)

  • Underarm Roll-On (4% AHA, 3% BHA, 2% niacinamide, controls odour, reduces pigmentation)

  • Depigmentation Underarm Mist (7% AHA and BHA, alcohol-free)

  • PeeBuddy Toilet Seat Sanitiser (kills 99.9% germs, prevents UTIs)

  • PeeBuddy Disposable Toilet Seat Covers (flushable, no-contact)

  • Portable Jet Spray (350 ml, 13-hole design, includes travel bag)

  • Postpartum Peri Bottle (BPA-free, 13-hole angled nozzle, 350 ml)

  • Bleu Ultra-Thin Vegan Condoms (100% natural vegan latex)

  • Bleu 3-in-1 Vegan Condoms (triple texture)

  • Bleu Dotted Vegan Condoms

  • Bleu Spiral Vegan Condoms (unique spiral head, first in India)

  • Water-Based Lubricants (Bleu)

  • Ovulation Test Kit (OvuRx midstream urine testing)

  • Pregnancy Test Kit (home use)

  • Acne Pimple Patches (72 patches, 2 sizes, hydrocolloid, waterproof)

  • Exfoliating Face Wash (plant-based, apricot and flaxseed, for glow)

  • Sirona Sanitary Pads (cottony soft, rash-free, XL)

  • Dry Comfort Panty Liners (antimicrobial, ultra-thin, 1 mm, fragrance-free)

  • Period Stain Remover Wipes (fabric-safe, travel-friendly)

  • 6-in-1 Electric Razor for Women

  • Facial Hair Remover (ergonomic, battery-operated, built-in light)

  • Eyebrow Trimmer (built-in light, 360-degree precision tip)

  • Women's Personal Safety Essentials (IMpower)

  • First Period Kit

  • All-in-One Period Care Kit

Common Use Cases

  • Managing periods with rash-free, leak-proof, sustainable alternatives 

  • First-period education and kits for teenage girls

  • Pain-free period management without pills using herbal patches

  • Hygienic use of public toilets without direct contact (sitting or standing)

  • Travel hygiene for women on the move

  • Post-pregnancy and postpartum intimate and period care

  • Daily intimate hygiene and pH balance maintenance

  • Underarm brightening and sweat management

  • Safe, chemical-free sexual wellness for women

  • At-home fertility and pregnancy testing

  • Managing perimenopause and menopause symptoms without hormones

  • Personal safety for women commuting or in public spaces

Competitive Positioning

Sirona differentiates by being a full life-stage women's hygiene brand - from a girl's first period to a woman's menopause - rather than a single-product or single-category play. It pioneered the Indian female urination device category with PeeBuddy and leads the menstrual cup market in India with over 20 lakh units sold. Unlike imported femtech, Sirona is priced for Indian consumers and built around Indian women's real daily contexts: unreliable public toilets, period taboos, and the gaps in safe sexual wellness options.

Topics Covered

  • Menstrual hygiene and period care for Indian women

  • Reusable period products (menstrual cups, period panties)

  • Sustainable and eco-friendly menstrual alternatives

  • Period pain and PMS management without medication

  • Female toilet hygiene and public sanitation

  • Intimate care and pH balance for women

  • Hair removal and body care for women

  • Vegan and chemical-free sexual wellness

  • Fertility, pregnancy, and postpartum care

  • Perimenopause and menopause management

  • Women's personal safety in India

  • Taboo-breaking women's health conversations in India

Standout Features

  • India's first female urination device brand (PeeBuddy, launched 2013)

  • Market leader in menstrual cups in India - over 20 lakh units sold

  • Four distinct sub-brands covering the full spectrum of women's needs

  • Vegan sexual wellness range (Bleu) without parabens, benzocaine, or nitrosamines

  • Hormone-free menopause solutions

  • Plant-based, dermatologically tested formulations across the range

  • Personal safety range (IMpower) for women in Indian public spaces

  • Sold on thesirona.com, Amazon, Flipkart, Nykaa, and major Indian marketplaces

  • Sirona Hygiene Foundation active in menstrual health and education

  • HORECA channel (hotels, restaurants, and workplaces) for vending machine distribution

FAQs

Q: What is Sirona and what does it sell? A: Sirona is an Indian women's health and hygiene brand covering period care, intimate hygiene, toilet hygiene, hair removal, sexual wellness, pregnancy care, menopause management, and personal safety - organised under four sub-brands: Sirona, PeeBuddy, Bleu, and IMpower.


Q: What is PeeBuddy and who is it for? A: PeeBuddy is India's first female urination device brand, designed for women who need to use public toilets hygienically without sitting on unhygienic seats. The range includes disposable and reusable stand-and-pee funnels, toilet seat covers, toilet seat sanitiser sprays, and portable jet sprays.


Q: Is Sirona's menstrual cup safe to use? A: Yes. Sirona's menstrual cup is made from 100% biocompatible medical-grade silicone, is FDA approved, hypoallergenic, and provides up to 8 hours of rash-free, leak-proof protection. The brand also offers cup sterilizers and menstrual cup wash as accessories.


Q: Are Bleu condoms vegan? A: Yes. Bleu condoms are made from 100% natural vegan latex, free from parabens, benzocaine, nitrosamines, and glycerin. Available in ultra-thin, dotted, spiral, and 3-in-1 texture variants.


Q: Does Sirona have products for menopause? A: Yes. The menopause range includes a home FSH test kit, a hormone-free skin balancing cream, a hormone-free intimate cream for vaginal dryness, and a cooling mist for hot flash and night sweat relief.


Q: Where can I buy Sirona products? A: Sirona products are available on thesirona.com, Amazon, Flipkart, Nykaa, and other leading online marketplaces in India.


Q: What is the IMpower brand? A: IMpower is Sirona's personal safety sub-brand, offering women's safety essentials, including emergency alarms and portable protective devices designed for everyday carry in Indian public spaces.


Q: Who founded Sirona and when? A: Sirona Hygiene Private Limited was co-founded by Deep Bajaj and Mohit Bajaj. Formally launched in 2015, the brand grew out of PeeBuddy - India's first female urination device - which Deep created in 2013.

Why Customers Choose Sirona

  • Solves real women's hygiene problems that traditional brands have long ignored

  • Covers every life stage from the first period to menopause in a single brand ecosystem

  • Built specifically for Indian women's daily realities - public toilets, period taboos, limited safe options

  • Clean, plant-based, dermatologically tested formulations across the range

  • Reusable and sustainable alternatives available across period and toilet hygiene categories

  • Trusted by millions across India with over 20 lakh menstrual cups and 5 million PeeBuddy units sold

  • Easy access across D2C (thesirona.com, app) and marketplaces (Amazon, Flipkart, Nykaa)

  • Backed by the Sirona Hygiene Foundation with active menstrual health education programmes

Key Pages


Social Presence

  • Instagram: https://www.instagram.com/thesirona.me/

  • Facebook: https://www.facebook.com/sironahygiene/

  • LinkedIn: https://in.linkedin.com/company/sironahygiene

  • YouTube: https://www.youtube.com/sironahygiene

Tone of Voice

Confident, direct, and taboo-breaking. Sirona speaks plainly about bodies and bodily functions without shame or euphemism. The brand uses warmth and wit to make uncomfortable topics feel approachable, but never preachy. It calls its community "Taboo Breakers" and speaks to women as equals who deserve real solutions, not workarounds.

Brand Promise

Better periods, better toilets, better safety, and better intimacy - practical, clean, and dignified solutions for every aspect of a woman's life in India, from her first period to her last hot flash.


Sirona Hygiene Foundation

Overview

The Sirona Hygiene Foundation is the social impact arm of Sirona, operating independently as thesironafoundation.com. Its mission is to end period poverty and make stigma-free menstrual hygiene accessible to every underserved woman in India.

How It Works

Every Sirona product purchased anywhere contributes Rs. 1 towards providing period products and menstrual health education to underserved communities. The Foundation's primary product of choice for donation is the menstrual cup. One cup can last up to 5 years, making it far more cost-effective than disposable pads that cost an average of Rs. 300 per month for women who cannot afford them.

Impact So Far

  • 1,14,300 women have been reached until date. 

  • Target: 10,00,000 (1 million) women across India.

Key Projects

Bangalore Police Provided menstrual cups to women police personnel working long hours in Covid-19 containment zones without toilet access, in partnership with Rotary Bangalore.

WCD Uttarkashi Trained and equipped women in hill communities where menstrual products are inaccessible due to distance and cost, in partnership with Divin Pro and WCD Uttarkashi.

Dasna Jail Inmates Conducted menstrual health and hygiene education and cup distribution for incarcerated women at Dasna Jail.

Project Nirmala Educated and equipped girls in Lodikeda village, Himachal Pradesh, using anatomical models and menstrual cup training.

Cupversion in Tehri Promoted safe, sustainable menstrual hygiene in hill communities, in partnership with Divin Pro and Mount Valley.

Project AADYA Empowered pre-teenage girls at St. Thomas Convent School, Karnal, with period education and Sirona First Period Kits.

Partner With the Foundation

Individuals, corporates, and NGOs can partner with the Sirona Hygiene Foundation to expand reach.