Meet Saki Baba, Founder of BONHEUR: From Japanese FemTech to HHCOM Brand Ambassador

Who Is Saki Baba? From Personal Health Experience to Japanese FemTech

Saki Baba is the founder of Japan-based BONHEUR and a brand ambassador for HHCOM.

Her interest in women’s health did not simply begin with the idea of creating a product. In BONHEUR’s fundraising announcement , she discussed the experience of her mother becoming ill at age 47, around the time of menopause.

That experience encouraged her to think about whether women can access health information more easily, understand changes in their bodies, and balance their own well-being with work and everyday life.

For Saki Baba, sexual wellness can also be part of how women understand and care for themselves.

How Sexual Wellness Inspired a FemTech Journey

Saki Baba is from Imabari, Ehime Prefecture, and graduated from a technical college program in information engineering.

According to BONHEUR’s public announcement , she originally expected to pursue an engineering career, later worked in other fields, and eventually moved into sexual wellness product planning.

Her interests extend beyond individual products. They also include women’s economic independence, access to health information and physical and emotional well-being.

Looking at those ideas together helps explain why BONHEUR brings women’s health, sexual wellness, design and everyday life into the same brand conversation.

Designing for People Who Care About Wellness

In BONHEUR’s Makuake project , the brand introduced lubrication and care products around the idea of nighttime care for people regardless of gender.

One notable aspect of the early project was its effort to avoid treating sexual wellness as something that could only be discussed in secret. Instead, it used language that felt more natural and connected to everyday life.

From naming and ingredient information to visual design and packaging, BONHEUR worked to turn topics that can feel awkward or difficult to discuss into products that can be read about, understood, compared and chosen.

HHCOM sees value in that same approach. Rather than only telling customers that a product has many functions, it is more useful to explain why a function exists, who it may suit and how it is intended to be used.

Rethinking Pleasure Product Design for Everyday Life

BONHEUR also launched a crowdfunding campaign for the WEHVE pleasure product through CAMPFIRE .

The project emphasized dark-toned aesthetics, simple functionality and a lifestyle-oriented design language. It explored how a pleasure product could feel less like something that has to be hidden and more like a thoughtfully designed personal item.

The WEHVE campaign also showed packaging designed for storage and gifting.

This extends the product experience beyond the moment of use. Seeing the package, opening it, storing the item and eventually using it can all be part of the brand experience.

Becoming an HHCOM Brand Ambassador in 2025: Connecting Japanese and Taiwanese FemTech

In 2025, Saki Baba became a brand ambassador for HHCOM, a Taiwan-based FemTech and women’s pleasure brand.

HHCOM founder Joe invited Saki Baba to share perspectives shaped by her experience in Japanese FemTech and sexual wellness entrepreneurship, including body autonomy, sexual wellness and self-exploration.

The collaboration connects two different markets: Japanese experience in FemTech entrepreneurship and product design, and HHCOM’s ongoing work in Taiwan around women’s sexual wellness and pleasure technology.

From Japanese FemTech to HHCOM in Taiwan: Making Sexual Wellness Part of Everyday Choice

From family health experiences to founding BONHEUR, then developing sexual wellness products and WEHVE, Saki Baba’s journey reflects a consistent direction: making needs that were once difficult to talk about easier to discuss naturally.

After becoming an HHCOM brand ambassador, that Japanese FemTech entrepreneurship experience also became connected with Taiwan’s women’s technology and sexual wellness market.

For HHCOM, FemTech is not simply about putting technology into a product. It is also about making information easier to access, making product functions easier to understand, and helping women make choices according to their own needs.

Saki Baba, BONHEUR and HHCOM FAQ