Sitre: Redefining Intimate Care Wellness, the Danish Way
In a world where intimacy is often wrapped in stigma, medical jargon, or outdated taboos, Sitre, a Danish brand of intimate care products, is boldly rewriting the narrative. Rooted in the Nordic tradition of minimalist elegance and holistic wellness, Sitre blends body care and sexual wellness into a seamless experience—one that’s grounded in comfort, consent, and connection.
Behind this mission are two women, Julie & Cecilie, who founded Sitre with a vision to create intimacy products that feel good in every sense of the word—on your skin, in your relationships, and in your life. Below, they share their journey, philosophies, and the deeply personal ethos that shapes their brand
Behind this mission are two women, Julie & Cecilie, who founded Sitre with a vision to create intimacy products that feel good in every sense of the word—on your skin, in your relationships, and in your life. Below, they share their journey, philosophies, and the deeply personal ethos that shapes their brand
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From Frustration to Innovation
How did Sitre begin?
Julie found herself needing to use lube in her 20s. She felt extremely shameful about it—like her body wasn’t working, or like she wasn’t sexual enough. Her partner even thought it was his fault. The products available didn’t help: they were either hyper-sexualized, sterile, or filled with ingredients that didn’t belong near intimate areas.
That’s when we realised just how outdated the industry was. We wanted to create something new—products that feel like wellness. You shouldn’t use them because you have to, but because you want to. They're kind to your body, your mind, the planet, and even your bedside table.
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Pleasure, Redefined
How do you personally define pleasure, and how has that evolved over time?
"In short: pleasure is joy. It’s about self-love, connection, stress relief, and being present. But it hasn’t always been that way. We grew up with Hollywood myths, thinking sex was about performance. Thankfully, that’s changed—and now, we focus on what genuinely feels good."
How do you prioritize pleasure in daily life?
"It’s the small things. Rubbing oil on after a shower. A massage after a long day. Solo sex to unwind. Pleasure doesn’t have to be big or sexual—it can be about presence and care."
Do you have any pleasure rituals?
"Yes. We love starting with a massage—stress is the ultimate mood killer, and a massage helps us stay grounded. Often, that evolves naturally into something more intimate."
Do you use pleasure toys?
"Yes, both alone and with partners. They help us explore our bodies and break out of routine. It’s all part of the fun."
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Living What They Create
Do you personally use Sitre products regularly?
"Absolutely. Every day. We use the Shower Care to treat our entire body with love, then the Care & Intimacy Oil to massage afterwards—or again later. Then we’ll often use one of our intimacy gels during sex. It’s a full-body, full-experience approach."
Have you discovered unexpected sources of pleasure?
"Solo sex. We used to not even consider it ‘real’ sex. But now we see it as just as valuable as partnered intimacy."
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Embracing Vulnerability and Connection
What advice would you give to someone hesitant to explore pleasure?
"Start small. Set up a date night with yourself. Good music, a gentle massage, and touch your whole body—not just the intimate parts. Pleasure is holistic. Give yourself permission."
What’s the biggest lesson you’ve learned about intimate relationships?
"Communication. Partners want to please you. So talk—but do it kindly. Say things like, “it could be exciting if…” rather than pointing out what’s wrong."
Can sexual incompatibility be worked on?
"Yes—if you can communicate, everything can be worked on."
What would you tell your younger self about intimacy?
"You don’t have to perform. You just have to be present."
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Tools for Reigniting Intimacy
Best tip for couples in a rut?
"Try buying a pleasure product together. Make it playful and light—it’s not about ‘fixing’ the relationship, but exploring together."
What does a day of pleasure look like for you?
"An intimate morning, brunch in the sun, a slow massage, wine and pasta for dinner. That’s our kind of bliss."
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The Sitre Philosophy
More than just a brand, Sitre is a movement toward intimacy without shame—where skin care meets self-care, and where pleasure is treated with the respect it deserves. It’s Scandinavian design for your most intimate moments: clean, conscious, and deeply personal.
When asked about sensuality, Julie & Cecilie don’t reference icons or influencers. Their answer is quiet, radical simplicity:
"It’s about connection. Close your eyes, focus on your breath, and be present. That’s when it becomes sensual."
And who are their pleasure muses?
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Discover our Sitre collection and explore how intimacy can be something soft, safe, and seriously pleasurable.
