She believed, and so she did. This motto is emblazoned on the front page of SAIB, a growing intimate cosmetics brand started in South Korea and founded by women who believed and ultimately did.

Traditionally, female wellness has been a topic shrouded in secrecy and stigma. But SAIB is on a mission to change that. The name SAIB itself is a clever inversion of the word “bias,” an attempt to overturn gender bias in South Korea and to destigmatize womens’ sexual health. 

“The brand encourages them to engage in open discourse about sexually biased gender roles and stigmas and their sexual enjoyment and health, which is quite a sensational initiative considering the country’s sexually conservative culture,” said CEO and founder Jiwon Park. 

SAIB & Co. offers a complete collection of intimate cosmetics and female sexual wellness products, including condoms, lubricants, wipes, feminine wash, and even fertility support. Their products are not only designed to be effective but also beautifully designed, packaged in a way that feels empowering, not embarrassing. 

Agency and Wellness for Women, Globally

SAIB targets a specific demographic: urban, independent women in their 20s and 30s who value clean ingredients, ethical manufacturing, and brands that align with their social values. This focus on transparency and purpose resonates with a generation that seeks more than just a product; they seek a brand that reflects their values.

In South Korea, the particular stigma associated with sexuality and sexual wellness was a difficult obstacle for the team. The team has been working to try and solve this problem since 2019. We believe that the team is poised for global expansion with its sights set on the US market. Their understanding of the problems women face globally and their commitment to creating beautiful, effective solutions could position them for growth.

Meet the Masterful Team Behind SAIB & Co.

SAIB Founder and CEO, Jiwon Park (third from the left)

With a mission like sexual health, you need a team with exciting potential. Jiwon Park, the founder and CEO, brings a wealth of experience in design, education, and social activism to the table. Her background as a designer and design educator at UT Austin fuels SAIB’s commitment to creating a positive social impact while creating female-friendly products that are designed to not just appear attractive, but enhance the entire user experience. Her work has not gone unnoticed with her being named a fellow by the Cartier Women's Initiative – an annual international entrepreneurship program that “aims to drive change by empowering women impact entrepreneurs.”

Park is joined by a talented team, including Sun Jin, a product development expert, and Joonhyun Baek, who brings years of experience navigating the unique Korean distribution landscape. Team members also include Yeseon Shin, Growth Operations Lead, who manages the company’s growth, and June Jung, Global Business Manager, driving SAIB's global expansion. They are rounded out by biochemical engineer Mira Jo, whose work in medical device regulation has helped the team build their products. 

Market Insights In the Female Health Space

The South Korean market offers a unique opportunity for SAIB & Co. Despite the effectiveness of condoms, a significant part of young South Koreans forego them. We believe SAIB & Co. addresses this gap by creating a brand that breaks down stigma and encourages open conversations about sexual health. We see this aligning with Millenials and Gen Z's shopping habits, where quality and brand values hold more weight than brand recognition alone. 

Looking beyond South Korea, the global sexual wellness market is projected to reach USD $64.34 billion by 2031. Further, according to a WWD article, Gen Z is not afraid to experiment or even purchase sexual wellness products, a welcome change when compared to their comparatively squeamish parents. In fact, we believe that Gen Z is learning about products from TikTok and Instagram, leading some companies to see ninety-one percent of their traffic come from mobile. With a passionate founder, a skilled team, appealing designs, and a modern product line, we trust that SAIB & Co. is poised to continue its mission of revolutionizing female wellness on a global scale.

You can learn more about SAIB on their website.