Launched in South Korea, a society that still remains patriarchal and conservative, SAIB aims to tackle the entrenched cultural taboos around female sexuality. The inversion of the word BIAS signals an overturning of the gender bias. Although condoms are products for both men and women, almost every condom brand on the South Korean market is designed solely for male consumers. The arousing branding and packaging design, with a masculine tonality, completely push women further away from this market. SAIB products are designed to resemble cosmetic brands and use verbal and visual expressions that resonate with women so that they feel comfortable and proud to carry them without any shame or stigma.