Rewriting the Language of Intimacy: A Conversation with Sitre’s Founders
*SITRE
*SITRE
Before there was Sitre, there was a feeling, a quiet ache that something essential was missing. When Julie Herskin found herself reaching for intimacy products that felt clinical at best and alienating at worst, she wasn’t just frustrated; she was moved to imagine something better. Together with her friend Cecilie Hjermind Hjelmager, she began to wonder: What would it look like to create products that honor intimacy as a natural, joyful part of being human?
Sitre was born from that question, and from a shared belief that intimacy deserves the same care, beauty, and intention as any other part of our well-being. Blending the clarity of Scandinavian design with a deep sensitivity to emotional experience, Sitre invites us to see intimacy not as something to fix, but something to nourish.
In this conversation, Julie Herskin and Cecilie Hjermind Hjelmager trace the personal beginnings of the brand, the quiet rebellions behind their design choices, and the future they’re building, where intimacy is celebrated, not sidelined.
Julie, your personal intimate experience with dryness was the catalyst for creating sitre. Can you take us back to the moment you realized that the market needed a complete reimagining? What was missing?
Julie: It started with a deeply personal moment of frustration. I was in my 20s when I needed a lubricant. It made me feel like my body wasn’t working, and my partner felt like he was to blame. The products on the market didn’t help; they either felt vulgar or clinical, and most were full of disrupting ingredients. The products that were meant to make the experience better ended up becoming a barrier. That’s when Cecilie and I decided to reimagine the category and create products that celebrate intimacy as a natural, joyful part of life. Intimacy is as mental an experience as it is physical, so it's essential to make products that thoughtfully care for both the head and the body.
Cecilie, as someone with a background in strategic branding and creative direction, how did you approach positioning sitre in a way that felt both radically fresh and instantly recognizable?
Cecilie: We wanted to create products that moved away from feeling functional, or like ‘a solution to a problem’. Instead we need to make intimacy feel like wellness by designing a range that clearly shows that you use these products to be kind and good to yourself. We wanted them to feel genderless and inclusive as everyone deserves to feel good intimately, and we needed them to feel like a lifestyle product that you were proud to have on your nightstand - or that you find in a store next to the best wellness & skincare brands on the market. We hope our products feel honest, kind and inclusive.
You surveyed 130 individuals before launching, with 78% expressing dissatisfaction with mainstream intimacy products. Beyond aesthetics, what were the most common frustrations, and how did they shape your approach to formulation and storytelling?
Julie: There were a lot of frustrations with the actual ingredients; we got messages from people who had given up on sex because they couldn’t find products that didn’t leave them with problems such as yeast infection or disrupted pH-balance. But then it was anything from sticky or overly watery texture to the user experience of the tubes (it’s just not sexy to use a tube, it makes it feel like toothpaste or medicine). A lot of people hadn’t even considered that sex wellness products could actually FEEL and DO good before they tried our products. This feedback shaped everything we did—from using high-quality, allergy-friendly ingredients to creating formulations that feel luxurious and intuitive. Storytelling became equally important; we wanted to shift the conversation from “fixing problems” to celebrating pleasure and well-being.
Your philosophy reframes intimacy as something to celebrate rather than “fix.” How do you ensure that this ethos translates across product development, marketing, and customer experience?
Cecilie: It’s woven into everything we do. From the language on our packaging to the way we engage with our community, we focus on empowerment and celebration. Our products are designed to feel indulgent and nurturing, whether it’s one of our massage candles that will help you feel grounded and in the moment, or our Pleasure Boost oil that is made with CBD to help you feel everything more intensely. We want to help people explore what feels good to them - because not one person is the same, and our wants and needs change throughout life. But sadly so many of us have grown up learning about intimacy from Hollywood which is a very narrow-minded idea of sex that feels more like following a script than being yourself.
Scandinavian design is synonymous with minimalism and functionality. How did you apply these principles to intimacy products, where emotional connection and sensory pleasure are key?
Julie: Scandinavian design is all about simplicity and purpose, and we wanted our products to reflect that. Every detail—from the pumps to the earthy colours and our bold yet approachable type—was carefully considered to balance elegance and practicality. At the same time, we prioritised sensory pleasure, ensuring that the textures, scents, and overall experience of using sitre products felt intimate and elevated.
The traditional market for lubricants and intimate care has long leaned into extremes—either clinical sterility or hypersexualized imagery. How did you balance desirability, discretion, and empowerment in sitre’s branding?
Cecilie: We grew up feeling excluded from the world of ‘sex’ because we only learned about it from Hollywood. That’s why it’s been key for us to make intimacy feel honest, inclusive and relatable. Sex and intimacy is natural - so let’s show it in that context. We want to show bra marks, all types of bodies and ages. We’re ditching the ‘vulgar’ and ‘dirty’ stereotypes, and showing that intimacy can be as kind as it can be anything else. Sexiness is a feeling; not a look. And by using neutral tones, thoughtful design, and empowering messaging, we made sitre’s products something you’d proudly display on your bedside table.
Can you share insights from your R&D process—how did you refine the sensory experience to make sitre products intuitive and pleasurable?
Julie: Our R&D process was and is incredibly hands-on. We worked with leading experts in Denmark to develop our intimate formulations so that they’re clean, high-performing and nurturing. We really geek out on how our products can elevate every intimate moment. For example; our products that are meant to be used intimately don’t have scent, so we’ve used a lot of time on making textures that can enhance the feeling. With our massage candles we’ve used scent to set an atmosphere, and we’ve loved exploring how transformative scent can be - like our newest candle Pillow Haze which uses green and grounding notes like bergamot, frankincense, eucalyptus, and oakmoss to calm the mind as stress is the biggest barrier for feeling in the mood.Each of our products can be used differently, and they can also be combined. We care a lot about thinking about different moods and moments. For example our Pleasure Boost oil is meant for slower, deeper moments as the CBD takes time to be fully absorbed. Our Forever Smooth sex gel is made for long-lasting intimacy as the gel doesn’t get absorbed by the skin. And together they’re a perfect match. Feedback from our testers was invaluable—it helped us fine-tune everything to create a truly pleasurable experience.
The Pleasure Boost Oil has become one of your bestsellers. Have there been any unexpected insights from customer feedback that have influenced how you think about future product development?
Julie: Absolutely! The oil is right now being used by an osteopath on women with vulva pain, and the feedback has been incredible so far. We’ve seen people going from 8 to 0 on the pain scale. We’ve also had messages from people who have used the oil instead of psoriasis cream. But one message that really touched me was from Thomas who wanted to tell us that his wife had gone through chemotherapy but the oil had helped her experience pleasure again which helped them connect and feel close. We love a multipurpose product - and we love that our products can be used to connect deeper with yourself, or a partner.
Despite the evolution of the sexual wellness conversation, stigma still persists. Have you encountered resistance from retailers or advertising platforms? What strategies have been most effective in shifting perceptions?
Cecilie: Stigma is still a challenge, especially with advertising restrictions on platforms like Meta. So we’ve used the world around us to show that intimacy doesn’t just belong on the dodgy corners on the internet. We adore working with our retailers to create workshops or build on the storytelling, and we’ve built credibility through press coverage, brand partnerships, and our editorial platform feelsitre.com where we interview people about their personal stories. Educating retailers and consumers about the wellness benefits of our products has also been key to breaking down barriers and shifting perceptions.
Your editorial platform, Feelsitre.com, explores topics from menopause to solosex. What responsibility do you feel, as a brand, in driving these conversations? How do you ensure they remain inclusive rather than niche?
Julie: When we started sitre, we felt like everyone was trying to tell us what ‘sex’ was; it felt like a script where we were meant to sound, look and feel a certain way. But reality is that everyone’s different - but most of us have felt incredibly alone at some point in our intimate journey because there hasn’t been a space to talk about these things in a kind, natural and inclusive way. We feel a deep responsibility to foster open, inclusive conversations around intimacy. Feelsitre.com is a space where we celebrate all experiences—across ages, genders, and life stages. By amplifying diverse voices and addressing topics that are often overlooked, we aim to create a platform that feels welcoming and empowering for everyone.
Some argue that positioning intimacy as “wellness” risks diluting the urgency of sexual health advocacy. How do you respond to that, and where do you see the balance between education and branding?
Cecilie: We see wellness and sexual health as deeply interconnected. By framing intimacy as wellness, we’re normalising conversations and encouraging people to prioritise their pleasure and well-being. At the same time, we’re committed to education—whether it’s through our content or partnerships with experts—ensuring that advocacy remains at the heart of what we do.
The rise of adaptogens and biohacking in intimacy products is shaping new consumer expectations. Is sitre exploring these areas, and what are your thoughts on their long-term impact?
Julie: We’re always exploring innovations that align with our commitment to clean, effective formulations. So make sure to follow this space! But we of course always approach them with caution, ensuring that any new ingredients are backed by science and genuinely enhance the user experience.
As sitre expands into new markets, how do you navigate the complex web of international regulations on intimate wellness products, particularly in regions with stricter laws?
Cecilie: It’s a challenge, but one we’re prepared for. We work closely with legal experts and regulatory bodies to ensure compliance in every market. Our priority is maintaining the integrity and safety of our products while adapting to local requirements.
If you were to collaborate with another brand—inside or outside of wellness—what would your dream partnership look like?
Julie: We have already worked with Horosoaps who we made our Full Moon Bar with - and we’re actually about to launch another exciting collab very soon. Partnering with either brands, creatives or retailers are always a priority for us as we see it as an important way to shape new types of conversations about intimacy, sex and pleasure. That’s also why we for example chose to be a part of Paris Fashion Week this year, sharing a beautiful showroom alongside some of our favourite Scandinavian brands like Magniberg, Soulland and Sunflower.
