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.

Launched in South Korea, a society that remains surprisingly patriarchal and conservative, SAIB & Co. was initiated to tackle the entrenched cultural taboos around female sexuality. The brand name SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias. In attempts to defy the male-dominant image promoted by current sexual wellness products in the market and to destigmatize negative perceptions around women exercising sexual agency, SAIB products are designed to resemble cosmetic brands, with a bright and positive tone, so that women feel comfortable to carry them without any shame or stigma.

Launched in South Korea, a society that remains surprisingly patriarchal and conservative, sexual wellness brand SAIB (/seɪv/) aims to tackle the entrenched cultural taboos around female sexuality. SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias. Almost every condom brand on the South Korean market is designed solely for male consumers, and their arousing branding and packaging, with a masculine tonality, completely push women further away. SAIB products are designed to resemble cosmetic brands so that women feel comfortable and proud to carry them without any shame or stigma.