If you’ve ever seen one of our Google or Meta campaigns and thought, “okay wow — whoever did this knows what they’re doing”… there’s a very good chance Lucius had something to do with it.
You may know him from Cookies World as former food & beverage Manager and now as the brain behind our Google & Meta campaigns. But beyond Cookies, Lucius is building something completely different — and honestly, kind of genius: BIDETLITY.
A Berlin-born hygiene startup that turns intimate care into something cleaner, smarter and more sustainable — and somehow manages to make the whole topic… actually fun to talk about.
So what is Bidetlity, exactly?
BIDETLITY is a Berlin-born hygiene startup that turns a taboo topic into a cleaner, smarter and more sustainable everyday ritual — with products that finally make ‘down there’ care easy to talk about.
After 13 years in hospitality, Lucius was ready to build something completely outside of his usual world. But he kept noticing something we all accept without ever questioning it: toilet paper is… not exactly a premium solution.Not super hygienic. Not very sustainable. Yet it’s treated like the default forever. Meanwhile anything related to intimate hygiene is still weirdly taboo — despite the fact that everyone has a bathroom.
So Bidetlity decided to do the obvious thing: challenge the whole story, upgrade the ritual, and bring a bit of honesty (and humour) to a topic most people avoid at all costs.
The marketing: bold enough to break a taboo.
As Lucius says: “When people can laugh about something, they start talking about it. And that’s exactly how you break something as stubborn as a taboo.”
Campaign ideas come from a mix of real customer questions, cultural tension points, and a lot of intuition (aka: does it make us laugh?). Plus the storytelling power of Corinna, Bidetlity’s Head of Brand, who comes with serious creative agency background.
Bidetlity isn’t just a good laugh. People use it for very real reasons: to reduce paper waste, for sensitive skin, postpartum recovery, travel, outdoor adventures… and yes, for those who love spicy food (no further questions).
The campaign that really blew up was called “So clean you can kiss it.” Bold name, even bolder impact. Because when you can’t show what “clean” looks like, you find the smartest metaphor — and let the internet do the rest. It went viral across 12+ countries, hit 1M+ engagements and landed 50+ press features (hello Playboy, BILD, Stern). Proof that a taboo topic just needed the right attitude.
Once people try it, they usually get it. The reactions are extreme — Lucius receives handwritten letters from customers saying the product changed their life… while some of his friends still insist they “don’t need it” and refuse to even test it. Which is honestly part of the fun.
The average German uses about 15kg of toilet paper per year — roughly 93 rolls. Producing that involves wood (often imported), water, chemicals, packaging, and transport. A portable bidet drastically reduces paper use, and Bidetlity also supports a major reforestation project — with 233,000+ trees planted so far.
What’s next?
After listing with Budni, the next mission is scaling retail — pushing for placements with dm and/or Rossmann, while also expanding into the US market.
But the bigger idea stays the same: breaking taboos, normalising the conversation, and turning Germany into a bidet country… one clean butt at a time.
Want more Cookies World Team Spotlights? Discover the others here: Leo & Fabio (Schwips), Daniel Scott, and Hara Katsiki.