Pleasure is not new. But the way we understand it is shifting.

For too long, pleasure was framed as reward — a weekend treat, a self-care day, an indulgence to be justified. But in the wake of rupture, many of us began to ask different questions. What does it mean to feel good, not as performance, but as presence? What does it mean to feel well, without the pressure to prove it?

That question shaped 39BC.

We believe pleasure is the new self-care. Not in a consumerised sense, but in a radical one. As poet Audre Lorde wrote: “Caring for myself is not self-indulgence. It is self-preservation, and that is an act of political warfare.”

At 39BC, pleasure is not spectacle. It is not about the external. It is a quiet noticing. The warmth of oil on skin. The fragrance that lingers after bathing. Time to pause. Time that is wholly your own. And let’s be clear: time is the truest luxury.

Across industries, the shift is visible: thermal spas, slow hospitality, immersive wellness design. People are turning away from optimisation and toward feeling.

This is what 39BC was built to honour. Pleasure, touch, time. Not marketing, but a way of living.

Discover Silk Veil, a luxury shower oil crafted for presence, not performance.

Because in a culture that worships speed, softness is a radical act.

Slow down. Feel what’s already here.