More important to moms is packaging designed so "she can quickly, easily understand exactly what they offer, " Ms. Ralles says.

WSJ: Soap, Shampoo, Toothpaste

Instead of donating condoms designed for Americans, the company is creating new packaging based on the developing country's culture.

CNN: Could condoms change the world?

Everything about the company, from its use of recyclable materials in its packaging to its use of ordinary women rather than supermodels in its advertisements, is designed to emphasise the twin themes of naturalness and sustainability.

ECONOMIST: Schumpeter: The Brazilian model | The