SAN FRANCISCO — Grammy Award-winning singer-songwriter and entrepreneur Christina Aguilera has partnered with sexual wellness brand Playground, and will serve as its chief brand advisor.
The pop singer and entrepreneur will be working alongside fellow Playground co-founders, CEO Catherine Magee and Chief Product Officer Sandy Vukovic.
Playground is described as “a sexual wellness brand for the new generation that makes innovative, good-for-you intimacy products that improve women's sexual pleasure and health.”
A rep noted that Aguilera “has always used her voice to shift the narrative around female sexuality,” adding that in her new role with Playground, “she will further champion the brand's mission to create an open dialogue around sexual wellness while keeping the female perspective at the forefront through safe intimacy products intentionally formulated with women in mind.”
Among the brand's stated goals are helping shed stigma and helping women incorporate sexual wellness into their overall approach to health and well-being.
Aguilera said, “I continue to encourage women to feel empowered while owning every aspect of themselves, and to treat sexual wellness as part of a regular self-care routine. The category has largely been driven by a male-dominated business model, with few products designed from inception for female-specific sexual pleasure and health needs.”
The “What a Girl Wants” singer added that she is “thrilled to be part of a woman-owned business, and building a brand where women can recognize Playground as a product that is speaking to them with an informed perspective.”
Magee enthused about Aguilera's involvement.
“Christina is the perfect voice to champion female sexuality,” she said. “She has always proudly embraced her sexuality and has been unafraid to share it with her fans through her music or her own voice. As chief brand advisor and co-founder, Christina has the platform to empower women to fully prioritize their sexual wellness.”
Playground's offerings include a personal lubricant that includes fermented bamboo extract, ashwagandha, horny goat weed and black cohosh — ingredients intended “to address women's larger sexual pleasure needs,” the rep noted.
The lubricant comes in four varieties: Love Sesh, After Hours, Mini Escape and Date Night.
Playground products are now available at HelloPlayground.com and select retailers.
