The genie is out of the bottle. 

Singer-songwriter-actress Christina Aguilera is joining sexual wellness brand Playground as a cofounder and chief brand adviser because it enters into official launch mode. 

The brand offers FDA-approved, water-based, skin care-infused lubricants, $25, in 4 different variations, including Love Sesh, an unscented version; After Hours, a musk and oudwood essence version; Mini Escape, a coconut and sandalwood essence version, and Date Night, a champagne and vanilla essence version. Prior to Tuesday, the brand, also cofounded by beauty veterans Catherine Magee and Sandy Vukovic, has been in a soft launch phase.

Bringing on a public figure like Aguilera wasn’t the initial intention for the brand. Nonetheless, upon being introduced by mutual acquaintances, Magee and Vukovic felt that bringing the star on was a no brainer.

“Everyone who knows Christina knows she’s very enthusiastic about being daring about your sexuality, over a few years where that takes plenty of confidence to do. It really was out of an organic conversation,” said Magee, also the brand’s chief executive officer. “We didn’t wish to do that simply to have someone like her. It needed to be real, needed to be authentic, and it is vitally purposely why she’s a cofounder with an actual role within the business.” 

Joining the team was just as organic for Aguilera, who has been outspoken about sex and sexual wellness in her music, public appearances and interviews. 

“Sexual awareness and empowering yourself and girls to feel comfortable and protected about talking about their bodies has all the time been such a key factor for me in what I do, even embracing that in my music and making it an open conversation throughout my profession,” Aguilera said. 

Nonetheless, Aguilera and the Playground team are aware of the onslaught of celebrity backed and founded beauty and wellness brands during the last yr — including Brad Pitt’s Le Domaine, John Legend’s Loved01 and Serena Williams’ Will Perform. While some celebs have faced backlash, Aguilera is supportive of other players within the space and feels her authenticity will speak to consumers. 

“It’s beautiful that everyone seems to be finding things that they’re enthusiastic about or can consider in, but I believe authenticity speaks to the purpose where that is something that’s just been an element of my profession generally. It’s something I’ve all the time spoken about,” she said. 

While sexual and intimate wellness has turn out to be more outstanding, entering major retailers like Sephora and Ulta Beauty, Aguilera and Magee agree that there may be more work to be done to destigmatize the category. 

“I desired to embrace this chapter of my life, fully coming along with a female-owned company. Truthfully, all the things about Playground resonates with me and pushing these conversations forward, now greater than ever, I believe it’s necessary,” Aguilera told WWD. “All of us discuss our beauty routines and taking good care of our faces, but, I mean, there’s nothing more necessary than what’s below the waist. It’s the epicenter of each woman.”

Aguilera also noted that as a mother, it is very necessary to her to advertise open conversations and protected products.

“I wish I could say that there isn’t any more taboo associated on this space, nevertheless it’s actually changing. With Christina’s voice and the brand that we’re attempting to construct, we hope to alter it even further,” Magee said.

The brand, which is marketed toward the “wellness-minded woman,” in keeping with Magee, intentionally selected to start out with water-based lubricants, which have grown nearly 5 percent year-over-year in search, in keeping with data from Spate. 

“We began with lubricants because initially, each men and girls profit within the bedroom through the use of lubricant, and we desired to help tell that story to remove that shame,” Magee told WWD. “But additionally there’s been little to no innovation in that area of the sexual wellness category in any respect.”

Because the category has been dominated by heritage brands, Playground selected to emphasise the multitasking advantages as a key differentiator. The product not only provides lubrication but hydrating and soothing advantages. It’s formulated with an adaptogen complex mix of fermented bamboo extract, ashwagandha, horny goat weed and black cohosh, which the brand claims will improve the user’s arousal. 

Although lubricants are currently at the middle of the brand, Magee said Playground is planning to innovate further within the category.

“We predict of ourselves as creating best in-class, sexual wellness body products that address pleasure and health. That’s greater than lubricants,” she said. “Nobody’s the authority on female sexual wellness today relating to body products for pleasure and health, and that’s where we would like to be.” 

The brand didn’t share expected projections, but industry sources estimate Playground will amass $5 million in sales this yr.

For Aguilera, her work with Playground is all about creating meaningful conversations through products and content, ultimately making sexual wellness an element of everyone’s routines.

“Who doesn’t desire a higher sex life?” the star asked.