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the founders of sitre

we are cecilie hjelmager and julie herskin, the two founders behind sitre. we know each other from London but it wasn't until we reconnected back in Copenhagen in 2020 that the idea behind sitre became more than just a conversation topic.

we simply didn't understand why the products we would use during sex made us feel less, wrong, unsexy. and why did they have to be so tasteless that we would hide them away? the more research we did, the more we realised the products on the market just weren't of high quality.

we had both spent almost a decade helping other people's brands find their strategic and creative direction and we had seen big changes within the wellness, lifestyle and skincare sector. but when it came to sex wellness, the industry just seemed so behind.

since we couldn't find any products that had a much-needed honest, relatable and mindful take on sexiness, we decided it was time to give the industry an update. we partnered with the best skincare experts in Denmark and sitre was born and saw the light of day in February 2021.