Marta Abbà
What happens in our brains when we experience pleasure? Is it entirely automatic? How much does culture affect this process? We asked researcher Ottavia Bettucci and artist Célia Marchessaux
Serotonin regulates mood and the feeling of well-being; oxytocin fosters emotional connection and trust; endorphins act as natural painkillers. However, when discussing pleasure, dopamine often takes centre stage. When we taste delicious food or engage in fulfilling social interactions, this neurotransmitter is released in greater quantities, creating the sensation we identify as pleasure.
Researcher Ottavia Bettucci, an expert in “brain chemistry”, unveils the details: «For every sensation we experience, certain brain areas activate or deactivate, neural networks “light up”, and we release or inhibit specific chemicals», she explains, preparing to elaborate on the «complex and precise reward system (the reward circuit) underlying pleasure».
Ottavia Bettucci is a chemist, researcher, and science communicator. She has worked in the fields of renewable energy and bioelectronics, focusing on sustainable synthetic approaches. Currently, she is a researcher in the Department of “Materials Science” at the University of Milano-Bicocca. She writes for magazines such as “Sapere” (Dedalo), “Galileo”, and “Science in School”, and collaborates with publishers Mondadori and Rizzoli. She hosted the children’s programme “La banda dei fuoriclasse” on Rai Gulp and created the project “StreetScience”, which combines urban art with scientific outreach.
Visit her Linkedin Visit her InstagramThe diversity of pleasures
Pleasure is a “game” between neurotransmitters and hormones, varying depending on the type of pleasure, «but distinguishing between them is not always straightforward, as they can overlap» Bettucci clarifies.
The pleasure of reward, linked to dopamine, arises when we obtain something highly desired or beneficial. «It responds to positive stimuli like food, sex, success, or new experiences», she says. «When these experiences become very intense and short-lived, they can transform into hedonic pleasure».
Dopamine, alongside acetylcholine, also drives the pleasure of discovery and curiosity. When engaging in new or stimulating activities, certain brain areas release more of these chemicals, encouraging us to seek answers and learn new things.
Chemistry changes entirely when pleasure becomes social, tied to affection, empathy, mutual support, and shared experiences. In this case, oxytocin and serotonin “collaborate”. «The former, released during physical contact and interactions, triggers feelings of trust», Bettucci notes. «The latter reinforces the happiness associated with positive contexts». Pleasure also encompasses relief from pain, with yet another shift in chemistry, this time involving endorphins. «Acting as natural painkillers, they ease both physical and emotional suffering, offering a calming sensation, such as after exercise or stress», Bettucci explains. «Anandamide may also play a role here; its name derives from the Sanskrit “ananda”, meaning “joy” or “bliss”. This cannabinoid neurotransmitter is naturally produced by our bodies».
Pleasure as a guide to well-being
Bettucci’s constant exploration of what occurs in the brain during moments of pleasure has not diminished her own “pleasure in experiencing it”. «It remains a largely automatic, uncontrollable, and primordial mechanism», she remarks. But she also admits, «Having studied the mechanisms, I now visualise what happens in my body when I experience a certain type of pleasure, which chemical is dominating in my brain without me being able to control it. On the one hand, it is intimidating; on the other, it lightens the burden: when we feel something, trying to control it is futile, we must simply embrace it».
Her most recent interests revolve around the connections between pleasure and pain, an interrelation that «highlights how sensations of pleasure and pain can be processed and influence one another within the same brain networks».
«Pain alerts us to threats, while pleasure motivates beneficial behaviours like eating and forming social bonds», she says with fascination. These studies, she continues, «might open up possibilities for treating chronic pain by stimulating pleasure circuits to alleviate it indirectly».
This could benefit people of all ages, as our perception of pleasure evolves over time, influenced by changes in the brain’s reward system and sensitivity to neurotransmitters. «Until adolescence, we produce more dopamine, and the brain areas responsible for pleasure are still developing, making them more sensitive», Bettucci explains. «As adults, the dopamine response stabilises, but serotonin and oxytocin levels increase, promoting emotional connection and stability, as they are both related to mood regulation and social bonds. Over time, dopamine and serotonin production decreases, reducing sensitivity to immediate pleasures. However, the brain becomes more sensitive to oxytocin and endorphins, enhancing the satisfaction derived from relationships and social pleasures, making calming and meaningful activities essential for our well-being».
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Pleasure is defined by gender and culture
Living well does not guarantee pleasure, and experiencing pleasure is not always synonymous with healthy habits. Nevertheless, quality of life and pleasant sensations are closely linked, even chemically. Bettucci confirms that numerous aspects of our lifestyle impact the brain’s ability to generate pleasure, with diet being a primary factor: not only what we eat but also how and when.
«Sugars and refined carbohydrates (like sweets, sugary drinks, and white bread) stimulate dopamine release; protein-rich foods contain tryptophan, an amino acid that can be converted into serotonin; chocolate triggers endorphin production», she explains. «But context and emotional state matter significantly: whether we are in company, eating mindlessly, or very hungry, for instance». Gender and geographic origin also play a role.
«Much depends on experiences, personal history, and social context, but chemically, pleasure perception may vary between males and females due to biological differences in hormone levels, neurotransmitters, and reward system responses», Bettucci says.
Although some chemical mechanisms are “universal”, the perception of pleasure varies widely across cultural, social, and personal contexts. «Values and expectations related to sexuality, success, and interpersonal relationships profoundly influence the brain circuits associated with pleasure», Bettucci notes. While not generalising, she suggests that cultural contexts prioritising emotional and social connections tend to enhance the pleasure associated with them and oxytocin release. Conversely, in environments valuing competition and individual success, dopamine plays a more prominent role, linking pleasure to these concepts.
From taboo to empowerment
To defend the right of individuals across all genders to experience all kinds of pleasure, Célia Marchessaux created the project Muse.
Célia Marchessaux is a product designer and researcher based in London. She holds a master’s degree in “Product Design” from the Royal College of Art. Her work is value-driven, addressing sociocultural challenges through a practical and research-focused approach.
Discover Muse«The idea came during my second year of university while considering my thesis project. I wanted it to be something deeply meaningful and engaging for me», she explains. «Women have always been a source of inspiration in my life, my greatest Muses. My design work was strongly guided by my interests and values».
Muse is a collection of tools tackling topics often overlooked, challenges women face throughout their lives, from childhood to adulthood. «Through my art, I aim to foster greater awareness of the body, sexuality, pleasure, and empowerment and to show how these evolve over time», Marchessaux says.
The first kit includes objects and educational materials addressing topics often considered “taboo”, helping girls become informed women. «I introduce the concept of sexual pleasure through a journey of self-understanding, empowering young women», the artist explains. «Exploration of one’s body typically begins long before sharing one’s sexuality. When women are aware of their bodies and desires, they can no longer be driven solely by someone else’s fantasies and wishes. They can lead their journeys and stay in tune with their needs rather than viewing their sexuality as something to offer others. Knowledge will always be power». The second Muse kit comprises a gown and an interactive device to address women’s health, a necessary next step, an upgrade that Marchessaux deems fundamental, as “clinical” health is a prerequisite for genuine pleasure.
The enigma of female desire
Behind Muse’s playful forms lies a powerful message. Marchessaux has given it an attractive and appealing shape without dulling its crucial message of gender equality. As she explains, «Growing up as a woman in a patriarchal society is challenging. When it comes to body awareness and sex education, girls and women are often isolated. Essential conversations are rarely had at home or school. Many still struggle to feel comfortable in their own skin and to fulfil their desires».
Muse seeks to address these real-world challenges. «In a society that shuns sex education and cloaks discussions of the body and sexuality in shame», Marchessaux says, «I wanted to give girls the opportunity to understand their bodies and break the silence, creating a new generation with a healthier relationship with their bodies and sexuality, one that challenges oppressive perspectives». Marchessaux’s project demonstrates, with captivating determination, that art and design can play a decisive role in guaranteeing the right to experience pleasure, in any society.
These are powerful yet accessible educational tools that can act as «catalysts for unveiling topics society has boxed up as shameful and taboo», Marchessaux emphasises, recounting how even men who engaged with Muse found it enlightening.
«Both kits helped them learn a great deal about the female body, sparking curiosity and a greater awareness of the daily issues women face», she notes. «At worst, it was seen as provocative, but it always led to fascinating conversations». Time will reveal what happens as Muse gains wider recognition: a journey its creator is determined to pursue with the same vibrant and spirited courage. And she will do so with pleasure.
