Just call it her “Genie in a Bottle.”
Christina Aguilera became the latest celebrity to back a sexual wellness brand on Tuesday, stepping into a new role as co-founder and chief wellness advisor of Playground, which specializes in personal lubricants.
“Even when I was 21, lube was just part of the conversation,” the pop star told Cosmopolitan. “As early as that was for me in my career, I’ve always loved talking about sex.”
Now, years after dropping jaws with her “Dirrty” music video and posing topless for her “Stripped” album cover, the star’s weighing in on “what a girl wants, what a girl needs” in a different way.
“There are multiple places that I realize I orgasm from that I didn’t use to when I was in my twenties,” she told the outlet. “The more you explore, the more you discover.”
Playground Date Night Lubricant ($25)
Playground currently offers four water-based lubricants — Love Sesh ($25), Date Night ($25), Mini Escape ($25) and After Hours ($25) — which are all advertised as plant-based, vegan and featuring ingredients including hyaluronic acid, bamboo extract and vitamin E.
“If anything, it’s almost like vitamins for your vagina because they’re good for you which is almost unheard of,” Aguilera told Hypebae of the product line. “Sometimes you never know what chemicals and things you’re putting in your body.”
Beyond the brand’s offerings — including her “favorite” Date Night formula —Aguilera said she also loves “helping other women who find this topic to be scary and not such a safe space, feel empowered.”
After all, while she’s now known for steamy lyrics and moments like her famed VMAs kiss with Madonna, she told Popsugar the “Material Girl” singer’s music was “definitely not allowed” in her childhood home, where her mom and grandma had a “we don’t talk about that” attitude towards sex.
“I feel bad my grandma had to have that perception about sexuality,” she said. “She clearly didn’t reach her pleasure points. Maybe she would have been a little happier sometimes had she done that.”
Aguilera’s not the only star teaming up with a lubricant brand these days, as the sexual wellness industry has been awash with celebrity partnerships and endorsements in recent years.
Madonna herself frequently shows off her Crave Vesper Vibrator Necklace ($149) on Instagram, while A-listers like Dakota Johnson and Cara Delevingne have given other companies’ sex toys their stamps of approval.