Brainstorming for an innovative side-hustle led to a Durban couple introducing Africa’s first buttercup condom, an intuitive new style of packaging that opens easily and is always right-side-up.
Umhlanga residents Waheed Issufo and his wife Ammarah launched their Feelz Buttercup Condomz brand in 2022, using their experience gained in marketing at a large FMCG company. “Being aware of what is in stores and what is trending helped us brainstorm a sideline business. We sat for many evenings discussing categories where we had not seen any innovation in a long time. The condom category came up – we haven’t seen anything new in this space for decades,” Waheed said. “Men today are still basically using the same type of condom that their fathers and grandfathers used.”
“Together with a design agency we developed the Feelz Condomz brand, and today we are on shelves at several retailers including most recently, Pick n Pay.”
The mid-range priced condoms have a bubble-gum scent which masks the smell of latex. “We are targeting Gen Z in a disruptive space and believe we are helping youth protect their health by providing a more user-friendly product. There are no more struggles to rip a foil condom package open with your teeth, and the condom comes out of the packaging face-up, so that you know which direction to use it.”
The Issufo’s, who still have full-time jobs, have one employee who assists with stock but have plans to go global. “We want to get the brand known in South Africa first, and by 2025 expand into Africa and the Middle East – as ambitious as that sounds.”
