While looking at ways to remove the stigma surrounding contraception and to tackle entrenched cultural taboos around women’s sexuality, SAIB & Co. entered the Korean market in fall 2018. The brand name “SAIB” is an inversion of the word “bias,” signaling an overturning of the gender bias in Korea in order to destigmatize women’s engagement with sexual activity. The brand supports female empowerment with a mission to normalize the perception of sexual wellness products, redefining them as a natural and healthy part of life. The brand aims to defy gender-based double standards and to promote more autonomy for women.