Sitre is one of those brands that feels calm, honest, and quietly powerful. Born in Denmark by founders Julie and Cecilie, it approaches sexual wellness the same way good skincare approaches skin: with care, respect, and real attention to how you want to feel.
We sat down with Julie to talk about how Sitre began, why intimate care deserves more openness, and how sexual wellness can be about much more than sex alone. From connection and comfort to curiosity and self-care, this conversation is an invitation to look at intimacy in a softer,
more human way.
One that leaves room for you, exactly where you are.
Sitre started from a very personal place. Can you share the moment or feeling that made you realise this was something you needed to create?
The idea for Sitre came from a very personal moment: I suddenly needed to use lubricant, and it made me realise how little we talk about these experiences and how much shame can quietly surround them. I felt like my body had “stopped working,” and my partner felt responsible, even though it had nothing to do with him. When I looked at what was available, the products felt clinical, gimmicky, or vulgar. None of them reflected how I wanted to feel: confident, cared for, curious, and connected.
I wanted intimate care to feel more like skincare or self-care, elevated, intentional, and kind to both body and mind. That “why doesn’t this exist yet?” feeling became the starting point. I asked Cecilie to join me, she had never tried lubricant before, but after experiencing stress-related burnout, she had begun thinking about wellness more holistically.Intimacy can be such a powerful part of wellbeing and luckily, she said yes.
What do you think people underestimate most about intimate care?
Many people think intimacy is purely sexual, but it’s much broader than that, it’s about connection, presence, and checking in with yourself (and sometimes a partner). In a world that keeps getting busier, we rarely pause to ask: what am I actually in the mood for? Most people last asked themselves that when choosing food.
Our needs shift daily and across life. One day, you might need calming, grounding touch; another day, something more sensual or playful. Intimate care isn’t just physical or functional, it’s deeply mental and emotional too. Intimacy happens as much in the mind as in the body, and it can reduce stress, ease anxiety, build confidence, and even support heart health.Using thoughtfully formulated, consciously designed products can shift the entire experience, from self-consciousness to ease, from performance to connection.
Many people still feel shy or unsure when it comes to sexual wellness. What do you wish more people knew, or felt more relaxed about?
So many of us learned about sex from Hollywood :-), where sexiness is presented as a “look” or a performance. But intimacy isn’t a script; it’s a feeling, and it doesn’t have to follow any rules.It takes time to unlearn the expectations we’ve absorbed, but I hope sitre can help spark curiosity, about your own needs, your body, and how you connect with others.
Pleasure doesn’t have to be loud or dramatic; it can be quiet, simple, and sensory. Even noticing how a texture feels on your skin can be a meaningful starting point.I wish more people felt permission to explore without pressure or shame and especially that we stop treating lubricant as something embarrassing. It’s genuinely one of the most powerful enhancers of comfort, connection, and pleasure.
Valentine’s Day often focuses on romance for two. How do you look at intimacy beyond that, for yourself, for couples, and for people on their own?
To me, intimacy goes far beyond traditional romance. It’s about connection with a partner, a friend, or yourself. It can be nurturing, playful, emotional, sensual, or simply quiet.
Valentine’s Day can be a beautiful reminder to celebrate closeness in all forms, not just couple-centric love. Self-connection, care, and pleasure deserve space all year but we love that Valentine’s Day invites people to pause and reconnect.
If someone is new to sexual wellness products and feels a bit hesitant, what is the one thing you would love to tell them before they start?
There’s no “right” way to begin and there’s no rush. Start with curiosity, not pressure.A simple first step can be exploring textures and noticing what feels good on your skin. For example, visiting BLOS and testing different formulas can help shift the mindset from “solving a problem” to discovering personal preference. Sexual wellness has too often been framed as functional rather than pleasurable which means many of us have never been encouraged to ask what we actually like.
Exploring your preferences is empowering. Many of our products can be used for massage, skincare, or pleasure creating an invitation to multiple types of moments, without pressure or expectation.Think of it like skincare or self-care: something that should feel supportive, gentle, and empowering. You don’t need to know everything, you just need to feel safe, comfortable, and free to explore what feels good to you.
