Mumbai: Feminine hygiene and intimate skincare brand Sanfe has signed on actor Radhika Apte as brand ambassador. With Apte on board, the brand hopes to focus on raising awareness on the importance of feminine intimate skincare, health, and sexual hygiene.

Being unapologetically vocal for the right issues and causes as well as her bold outlook makes Radhika a perfect fit for being the face and voice for Sanfe, said the brand in a statement. "An encouraging voice like Radhika’s will help women choose Sanfe for their various silent and unnoticed, often unserved concerns," it added.

“Having Radhika on board gives us a sense of great confidence that we are on the right path towards being that solution to several silent needs of women," said Sanfe co-founder Harry Sehrawat. "We visualise a modern world where women can openly choose to take care of their needs themselves and Radhika embodies that woman who our community of women can take inspiration from.”

“Women today are openly acknowledging body positivity and confidence. This change is further fuelled by Sanfe which offers the choice of quality products and solutions across a women’s body cycle," said Radhika on the brand association. "I applaud the insight and resulting range of products Sanfe has to offer which provide solutions to what we all needed but never thought to demand.”

The products are available on Sanfe website as well as e-commerce platforms like Nykaa, Amazon, and Flipkart.