Sitre: Why sex positivity starts with inclusive design, Cecilie Hjermind & Julie Herskin
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is to offer products that promote self-care and intimacy as integral parts of overall well-being, while challenging outdated and narrow views of what intimacy should look like.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
This episode is sponsored by AllMatters - Period Care for Women:
I asked and AllMatters answered - giving The Female Effect listeners an exclusive discount! Use code FemaleEffect15 at when you purchase any product, whether a period disc a cup, period panties or any other period care - to get 15% OFF. Additional, if you stack it with their bundle discounts, you can actually start your journey of safe, responsible and comfortable period care with up to 40%!
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The Female Effect
My name is Julie Lou, and I find it absolutely magical when women support and uplift each other as allies. This is the magic I refer to with the title of my podcast, "The Female Effect." Every Thursday, I invite a woman into the studio who, in her own way, is making a difference for other women and using her voice and talents to make a positive impact on the world.
I hope you feel inspired, because we're rooting for you!
xx Julie
This Podcast contains episodes in Danish and English.
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