When we hug or touch, or kiss, it is released in the skin, the pituitary and the part of the brain known as the amygdala. When we make love it is released in the testes prior to and during male orgasm and the ovaries prior to and during female orgasm. It is released in the olfactory glands when smelling something pleasantly familiar, in the amygdala when recalling—or experiencing—something unpleasant. Why unpleasant? To help us to lessen and hopefully forget the bad memories associated with the event.