Launched in South Korea, a society remaining surprisingly patriarchal and conservative, a sexual wellness brand SAIB was initiated to tackle the entrenched cultural taboos around female sexuality. The brand "SAIB" is an inversion of the word "BIAS", signaling an overturning of the gender bias. To destigmatize negative perceptions around women exercising sexual agency, SAIB products—condom, lubricant, and cleansing wipe—are designed to resemble cosmetic brands, so that women feel comfortable and proud to carry and use them without any shame or stigma.
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