In 2024, the Pleasure Society launched the Schaamteloos campaign in collaboration with The Oh Collective, The Social Code and The Vulva Gallery to tackle something most people don’t even think twice about: the words we use for our own bodies. Why are we still calling them schaamlippen aka “shame lips”? Inspired by the legacy of Ellen Laan, this campaign is about ditching shame and rewriting the narrative by pushing for "vulvalippen" — a term that’s accurate, confident, and proudly unapologetic.
In early 2026 artist and Dolle Mina Esther van der Valk, reached out to us wanting the same change. The campaign gained even more attention after an article published in the Dutch newspaper Volkskrant
In August 2026 the leading Dutch Dictionary Dikke Van Dale confirmed that the word 'vulvalippen' will be added to the dictionary. The campaign gained national and international recognition, under which BBC News, Volkskrant, NRC, Het Parool, NU.nl, Radio1, EditieNL, NOS, and many more.
The Oh Collective
The Social Code
The Vulva Gallery