SAIB & Co. Revolutionizes Condom Market with Feminine Design

South Korean Brand SAIB & Co. Challenges Gender Bias with Cosmetics-Inspired Condom Design

The condom usage rate in South Korea is shockingly low at 11.5%, and more than 60% of women do not use any contraception at all. This reluctance is rooted in lingering gender-based double standards. Men view condoms as a sign of distrust, and women are expected to be sexually passive. Almost every condom brand on the Korean market is designed solely for male consumers, pushing women further away from this market.

SAIB & Co. aims to change this narrative. The brand name "SAIB" is an inversion of the word "BIAS", signaling an overturning of the gender bias. The design of the SAIB products, which include a condom, lubricant, and cleansing wipe, resemble cosmetic brands. The packaging is designed to be discreet and feminine, making it more appealing to women.

The project started in March 2017 in Seoul, and the brand was initiated in February 2018. Products were launched in September 2018. The design team, led by Jiwon Park (Executive Creative Director) and Jungmin Choi (Designer), faced numerous challenges in creating a product that would appeal to women in a society that remains surprisingly patriarchal and conservative.

Despite these challenges, SAIB & Co. has been recognized for its innovative design. The brand was awarded the Golden A' Graphics, Illustration and Visual Communication Design Award in 2019. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom.

SAIB & Co.'s unique approach to condom design is a significant step towards gender equality and women's rights in South Korea. By designing a product that appeals to women and challenges societal norms, SAIB & Co. is helping to destigmatize female sexuality and promote safe sex practices.