Julie Herskin and Cecilie Hjermind, founders of the sex wellness brand Sitre, are changing how we view intimacy, self-care, and sexual wellness. With their personal experiences and innovative approach, they share how they aim to break down the shame and negative body image often linked to intimacy products.

The conversation touches on personal experiences, the stigma surrounding intimate products, and how design plays a role in shifting cultural narratives.

Julie and Cecilie emphasize that intimacy can take many forms, from a hug to a meaningful conversation, all of which promote feelings of connection and release of oxytocin. They bring a broader view of intimacy and through their products they encourage people to check in with themselves, to understand their emotions and desires, and to build deeper, more meaningful connections.

Sitre is about creating a new culture around intimacy—one that’s inclusive, open, and free from shame. Cecilie and Julie explain that the goal is to offer products that promote self-care and intimacy as integral parts of overall well-being, while challenging outdated and narrow views of what intimacy should look like. By making products that feel like part of a wellness routine, Sitre aim to make intimacy more accessible, comfortable, and empowering for everyone.

I hope you’re feeling inspired, cause we’re rooting for you!

xx Julie

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Cecilie and Julie would like to “pass on the goodwill” to founder of suncare brand Lerub @kimmaes and co-founder of outdoor skincare brand Gun Ana @kajsaregner

Keep up with Sitre:

Instagram: @feelsitre

Shop online: Sitrestore.com

Editorial universe: feelsitre.com

Keep up with The Female Effect:

📸 Instagram: @thefemaleeffect_

🚀 TikTok: @thefemaleeffect

🌍 Linkedin: @The Female Effect

Image: Nicklas Hemming Johansen

Artwork: Birgit Käsper

Jingle: Søren Haahr

Showroom Studio: Tom Rossau

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