“We’re so quick to buy ourselves a face cream or … beauty products or baby wipes, but why does our vagina just not get the same time and attention?” Christina Aguilera asked Emily Morse, doctor of human sexuality and founder and host of the podcast Sex with Emily, in a YouTube video earlier this week.
The pair have more than a passing interest in sexual wellness and orgasms: Aguilera is co-founder, chief brand advisor and an investor in Playground, a line of personal lubricants with suggestive names (Date Night, After Hours) that come in cute millennial pink bottles and are scented like vanilla, champagne, coconut and musk. (Morse is Playground’s chief sexologist.)
Aguilera’s involvement was kept under wraps until this week and served as something of a public debut for the brand, which has been quietly selling its “vagina healthy, libido enhancing” lubes online since last year, said Catherine Magee, Playground’s co-founder and chief executive officer.
Playground is one of a handful of female-founded and female-focused sexual wellness brands trying to crack a market built around male pleasure, often with a celebrity along for the ride. Maude named Dakota Johnson its co-creative director in 2020, and Gwyneth Paltrow’s Goop followed up its “This Smells Like My Vagina” candle with a double-sided wand vibrator in 2021. Also that year, Demi Lovato partnered with Bellesa, a line of vibrators, dildos, toys and lubricants, on The Demi Wand, a compact vibrator that comes in a chargeable case. That was hot on the heels of the Liberty, a hot pink vibrator introduced by Lily Allen and Womanizer in 2020.
Celebrities have a more defined role to play in spaces that are seen as taboo, as opposed to acting as the face for a new moisturiser or eye shadow palette. When Aguilera called the vagina “your power source,” and “a game changer” once you learn how to operate it, she’s letting the general public know it’s okay to talk about their sexual…
Read the full article here
