Interview with Jacqueline Kee: Breaking Taboos, Embracing Pleasure, and the Future of Sexual Wellness, Intimacy, and Self-Care

PUBLISHED February 14th, 2025 04:14 pm | UPDATED March 4th, 2025 06:22 pm

Sexual wellness remains a crucial part of overall well-being, yet it is often overlooked or discussed in hushed tones across Asia. But for Jacqueline Kee, it’s a conversation worth amplifying. As the co-founder of Apogee Collective, the company behind the brands Hedonist and Genvie, two pioneering brands in the sexual wellness space, Jacqueline has made it her mission to destigmatise pleasure, foster open conversations, and empower people to embrace intimacy without shame.

I first met Jacqueline in 2019 when I was invited to her “Tupperware” parties as an introduction to Hedonist, where she hosted private focus groups with women about sexuality. What struck me immediately was her unfiltered passion for this space. Now, as she joins City Nomads as our newest content collaborator, I couldn’t be more excited to share her journey and insights with our readers. In this exclusive conversation, we dive into her inspirations, the challenges of running a sexual wellness business, and what the future holds for intimacy in Asia.

The Journey Into Sexual Wellness

City Nomads (CN): Let’s start from the beginning. What led you into the world of sexual wellness? Was there a defining moment that made you realise this was the path for you?

Jacqueline Kee: Growing up in Singapore, I always felt like conversations about intimacy and pleasure were off-limits. I was naturally curious, but whenever I tried to explore or discuss these topics, I was often met with judgment. I started to internalise the idea that something was wrong with me. That changed when I found myself in a relationship where open communication about pleasure was encouraged. It made me question why these discussions weren’t normalised.

Eventually, I started researching the sexual wellness space, and I realised how limited the options were in Singapore—both in terms of products and education. I found myself drawn to women-led businesses overseas that approached sexual wellness in a way that was modern, empowering, and stigma-free. That was my lightbulb moment. I wanted to create that same safe and shame-free space for people in Asia, which led to the birth of Hedonist and later, Genvie.

CN: How did people react when you first told them you were launching a sexual wellness brand?

Jacqueline: It was mixed! Some were supportive, but others were skeptical or uncomfortable. Many didn’t understand why I’d want to associate myself with something so ‘taboo.’ But over time, as people saw the educational and empowerment aspects of what I was doing, attitudes started shifting.

Shattering Myths & Building a Movement

CN: Sexual wellness remains taboo in many parts of Asia. What are some of the most common misconceptions you’ve encountered?

Jacqueline: The biggest myth is that pleasure is an indulgence rather than a natural part of being. Many people still view sex through a purely reproductive lens, and any form of exploration—especially for women—is seen as taboo. There’s also this patriarchal mindset that men are supposed to ‘know it all’ in the bedroom, while women’s pleasure is secondary.

Another misconception is that personal intimacy practices are shameful or dirty. But in reality, self-exploration leads to better communication in relationships, improved confidence, and even mental health benefits. It’s time we stop treating it as something forbidden and start recognising it as an important aspect of wellness.

CN: What’s been the most surprising audience reaction to your work?

Jacqueline: I once had a woman in her 50s reach out, thanking us for making these conversations accessible. She was going through menopause and had never had a space to ask questions or explore pleasure before. It was a powerful reminder of why we do what we do.

From Intimidation to Empowerment

CN: What challenges did you face in launching Hedonist and Genvie?

Jacqueline: Oh, where do I start? First, there’s the constant battle against censorship. We struggle with them, as our ads often get disapproved, and social media platforms shadowban us, making it harder for people to find us online. Even payment gateways sometimes refuse to work with us because we’re in the sexual wellness industry. It’s frustrating because we’re not selling anything illegal or inappropriate—our work is about education, empowerment, and health.

Another challenge is the stigma that still exists, even among consumers. When we first started, people were hesitant to be seen engaging with our content or products. That’s changing now, though—slowly but surely. The younger generation is more open to these discussions, and we’re seeing a rise in interest around alternative intimacy practices and diverse expressions of pleasure.

CN: Have you ever had an unexpected or weird customer request?

Jacqueline: Absolutely! We’ve had customers request custom packaging to discreetly pass through customs in conservative countries. One even wanted their toy encased in a glass container to disguise it as a decorative object!

The Pleasure Concierge & Future of Sexual Wellness

CN: Tell us more about the Pleasure Concierge concept. How will it change the landscape of sexual wellness in Asia?

Jacqueline: The Pleasure Concierge is something I’m incredibly excited about. It’s designed to make sexual wellness more accessible to everyone—whether you’re a curious beginner or someone looking to explore deeper aspects of intimacy. We’re bringing in experts, including intimacy coaches, therapists, and educators, to provide personalised guidance.

We’re also expanding beyond just products. We’ve recently partnered with a photographer to introduce boudoir photography as a form of self-expression and empowerment. The idea is to create a holistic ecosystem where people can explore intimacy, wellness, and self-discovery without judgment.

CN: What’s a dream collaboration or event you’d love to make happen?

Jacqueline: My biggest goal is to work with the education system in Singapore. I believe that proper sex education should start early, focusing on consent, boundaries, and body awareness. If we can integrate a comprehensive, science-based curriculum into schools, we can change the narrative around sexual wellness for future generations. It’s a long road, but I hope to be part of that change.

CN: Where do you see sexual wellness heading in the next five years?

Jacqueline: I see more inclusive conversations happening, especially in Asia. Drag shows, kink events, and sex-positive communities are growing, which is a great sign. I also believe we’ll see a stronger focus on intimacy beyond just the physical—things like emotional connection, consent, and mindfulness in relationships.

Final Thoughts

CN: If there’s one message you want people to take away from this conversation, what would it be?

Jacqueline: Your pleasure is power. Don’t let anyone tell you otherwise. Embrace it, own it, and always prioritise what makes you feel good.

---

Jacqueline Kee’s journey is more than just a business success story—it’s a movement toward breaking taboos, championing inclusivity, and redefining sexual wellness for a new generation. Her expertise in intimacy coaching and her work with media platforms have positioned her as a trusted voice in the field. As City Nomads’ latest content collaborator, Jacqueline will be sharing her expertise in a new dedicated column, bringing insightful, educational, and empowering content to our readers.

Learn more about holistic sexual wellness and intimacy with Hedonist and Genvie. Got a burning question about pleasure? Connect with them via their Telegram channel and ask away in their weekly AMA with sexpert Jacqueline Kee, as they explore shame-free pleasure and self-care. And for even more juicy pleasure tips, don’t forget to follow @wearegenvie and @hedonisttribe on Instagram!