🇩🇰 Du finder den danske version af denne artikel her.

Sirène blends technology and lifestyle to create everyday security while empowering confidence and the freedom to move without fear.

At its core, it is a personal safety device that can summon help in threatening situations. But it is much more than that: it’s about the fundamental right to feel safe and free, wherever you are.

Driven by a clear mission, Sirène and its founder, Caroline Louise Lilleør, have already made a tangible impact – including saving lives. Now part of the tech company OOONO, the brand has quickly established itself on international markets, with partnerships including Adidas.

We met Caroline Louise Lilleør over coffee at Sonny in Copenhagen to hear her story and her vision for Sirène.

Caroline Louise Lilleør

Caroline, in short – what problem are you trying to solve with Sirène?
“I have a burning desire to reduce feelings of insecurity and to strengthen people’s sense of safety – to the point where no one has to question whether they can walk alone in public, which in many ways is a basic human right. Sirène is and will always be a confidence-boosting product.”

Are you a tech company?
“We are a lifestyle-tech company. We use technology to develop products that fit naturally into everyday life and make a real difference. Our goal is to create solutions that provide people with a safer daily experience and enhance their freedom to move freely. Sirène was developed from experiences where freedom was taken away, which is why we first and foremost see ourselves as a lifestyle brand – because what we work for is about protecting something fundamental: the right to feel safe and free.”

Do you have any particular experiences from users or customers that have confirmed the importance of what you do?
“I have had several experiences that have stayed with me deeply, in a positive and life-affirming way. One of the most striking is that, as far as we know, Sirène has helped save two lives. Both individuals suffered cardiac arrest but were able to activate Sirène before collapsing.
Receiving calls from both the survivors and their relatives is an experience that truly touches the heart. It makes me immensely proud of what we have created.”

Who is your product for? Who uses it?
“Our product is for anyone who needs a little extra sense of security in their daily life – whether it’s on a run, walking the dog, or simply moving from A to B. Sirène is designed to provide that reassurance.

Today, it is used daily by both a 17-year-old young woman and a 60-year-old man. Different routines, same need. It’s both fascinating and eye-opening – frankly, at first we thought our primary audience would be women between 16 and 30. It turned out to be slightly different, and you have to adjust your marketing accordingly.”

In 2021, you became part of OOONO! What has that meant for Sirène?
“Without a doubt, it allowed us to enter the market as quickly as we did. We have been able to stay agile and adapt both the product and marketing to users’ needs. OOONO has grown into a large operation where almost everything is done in-house – from content to software – which is a huge advantage for a young company like Sirène.”

Your biggest market is Germany? Was that planned, and which markets are you focusing on?
“Both yes and no. We had originally hoped to succeed in Denmark first, but we saw a strong need in Germany and deliberately went after that market to test our theory. In the two months leading up to the launch, we focused all our energy on collecting email addresses from people who wanted to pre-order Sirène. It went so well that we sold out just 36 hours after the official pre-order launch – an incredible experience.

Today, our service is available across Europe, but my eyes are especially on the UK, where I expect our next launch to be. I can’t say more at this stage.”

How do you see Sirène evolving over the next few years?
“In a few years, Sirène will be an even larger lifestyle product, available across much of the world, both on the street and at home. We have entered into B2B agreements that will play a significant role in both Sirène’s development and the growth of our company.”

Who inspires you?
“Negin Mirsalehi is a huge inspiration for me. She hasn’t just built a strong personal brand, but also a solid business with Gisou. I’m particularly fascinated by their marketing and campaigns. Their style is consistent and gives me the perfect 80s and 90s vibe – pure nostalgia for a 90s kid like me.

Additionally, I’m inspired by Anna, Camilla, and Emma, the founders of Female Invest. They represent both an important mission and an indescribable power.”

What advice would you give to others who dream of starting something but hold back?
“It’s always a good idea to start something while you’re still a student. Your student grant is your salary, you have professors and lecturers to spar with, and you can even write assignments based on your business. I did this myself, and it worked really well!

Beyond that, you learn an incredible amount from building something completely from scratch. My advice is to map out your network: write it down, mark who can help in which areas, and use it actively.
And if you need capital, I would always recommend pitching to investors relatively early – but do yourself a favor and find an active investor, not a passive one. An active investor can bring invaluable experience that helps you avoid critical mistakes.”

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers! We send out updates once a week.