Challenger Brands

This Challenger Condom Brand Wants to Break Taboos Around Women's Sexual Health

As Hanx tries to fill a gap in a market that has overlooked female pleasure, it faces marketing challenges and bias

a Hanx ad that says let's talk about painful penetrative sex, baby — Hanx's latest campaign is about vaginismus, a common health condition shrouded in stigma.Hanx, Leith

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It started with an awkward run-in with a boss. In 2017, Farah Kabir was working as an investment banker at Goldman Sachs when she popped into a store on her lunch break to pick up a few items: food, deodorant, face wipes and a pack of condoms. While waiting in line, she bumped into her boss—and quickly realized the brightly colored condom box was visible in her shopping basket.

“I was really embarrassed,” Kabir recalled. “But my embarrassment soon turned to frustration.