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Sustain has become the first condom brand to aggressively market to clearly unmarried women for the sake of recreational sex with globe-trotting good Samaritans.
Jeff and Meika Hollender, the father-daughter duo who started the brand (yes, condoms can be a family business), were looking for someone to buy into rubbers made with sustainable rubber. And naturally, they looked to women.
It's not a small market. Some 40 percent of condoms are bought by women, and research says most of those women hate buying them.
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