Christina Aguilera launches sexual wellness brand to ‘shift the narrative’ around female sexuality

Christina Aguilera has been named the co-founder and chief brand advisor of the sexual wellness brand Playground. 

The Grammy Award-winning singer will be working alongside Playground co-founder and CEO, Catherine Magee, and co-founder and chief product officer, Sandy Vukovic, to reduce stigma and improve sexual wellness for women through “ground-breaking” intimacy products.

Six out of ten women struggle with arousal issues and sexual discomfort, according to Playground.

However, as women invest more intentionally in their sexual experiences, they will see improvement in mood, health and their intimate relationships.

Aguilera has always used her voice to reduce the stigma around female sexuality, and in her role with the San Francisco-based start-up, she wants to further champion the brand’s mission to create an open dialogue around sexual wellness while keeping the female perspective at the forefront of the business.

“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 42-year-old singer and co-founder said in a statement.

“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.

“I’m thrilled to be part of a woman-owned business, and building a brand where women can recognise Playground as a product that is speaking to them with an informed perspective.”

Playground co-founder and CEO, Catherine Magee, said: “What’s been missing in the overall health and wellness conversation is the role of sexual health. Christina is the perfect voice to champion female sexuality.

“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 Playground’s chief brand advisor and co-founder, Christina has the platform to empower women to fully prioritise their sexual wellness.”

The brand wants to pioneer the growing sexual wellness category by launching the first and only FDA-approved personal lubricant to address women’s larger sexual pleasure needs.

With its debut collection, the company says it aims to “democratise” access to sexual wellness products and champion every woman to think of sexual wellness as an essential part of their everyday life.