About Us

About us

We are an online publisher of personalised products covering sensitive subjects. If you have an idea for a book, booklet or card that helps to communicate a sensitive topic, then please get in touch.

Our team

Sali Odendaal

Founder Sensitive Matters

In 2017 we were over the moon when, after 12 years of a gruelling IVF journey, our son was born with the help of an egg donor and a gestational surrogate. 

I couldn’t find a book to help explain both the donor conception and surrogacy elements of Max’s story to him.  I also thought there was a need for something far more personalized than what was currently available, and The Magic of You was born.   

Raising a donor conceived child has made me so much more aware of the issues, joys and challenges donor conceived people face. I want the industry, recipient parents and donors to listen to the voices of donor conceived people, and then make more informed choices.

Clare McDougall

PR, Marketing and Finance

Sali and I have been great friends since our heady university days and I am a proud godmother to Sali’s son Max.

As a close witness to Sali’s journey through IVF to the eventual magic of Max, I am passionate about The Magic of You and am massively invested in its success.

Having developed and delivered award-winning education and community programmes, been a communication leader, and with a background in finance and project management, it feels like my life experience has been leading up to this role at Sensitive Matters.

Our work is so much more than just our fabulous book, The Magic of You, it involves both research and influencing too. Every day has exciting challenges.