Oxytocin is a powerful hormone linked to social bonding. It is produced in the brain and released when a woman goes into labor, serving to help with childbirth (by stimulating contractions) and breastfeeding. Outside of child care, oxytocin is released by both men and women during various forms of intimate touch, whether that involves sex, cuddling, or platonic hugging. Oxytocin is sometimes referred to as the “love hormone” because it encourages trust and bonding in relationships.