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When Whitney Geller was browsing the condom aisle back in 2020, she found herself shocked by the category’s dated and reductive approach to branding and design. To fill the gap in the market, Geller and her business partner Yasemin Emory launched Jems, a gender-inclusive condom brand.
“It was a quick phone call to my business partner to be like, ‘Have you been in this aisle lately?’” Geller said at Glossy’s Virtual Wellness Forum on Thursday. “There was so much shame, that was the most of what I felt. And what we realized later was that a lot of typical condom packaging preys on men’s insecurities. And we thought, ‘What if we could just create something that would make young people feel good when they’re in this aisle?’”
On Thursday, Glossy hosted its first summit dedicated to wellness, bringing together leading founders and experts in the category, including Perelel co-founder and co-CEO Victoria Thain Gioia and Rael co-founder and CEO Yanghee Paik. During Glossy’s sexual wellness panel, which included founders Lauren Bosworth of Love Wellness, Éva Goicochea of Maude and Jems’ Whitney Gellar, the panelists all agreed: When it comes to lifting the shame and stigma around products related to sexual health and pleasure, branding and design is key.
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