Mass retailers, supermarkets and pharmacies have long been the leading go-tos for sexual wellness products such as lubricants and condoms. But the category, including sex toys, is experiencing unprecedented growth worldwide.
Research and Markets, the world’s largest research store, reports that the global sexual wellness market was worth US$24.5 billion in 2020 and is expected to reach US$36.1 billion by 2027.
Understandably, more players are trying to grab a piece of the fast-growing pie. David Jones, for example, started offering sexual wellness products online in late 2021 and debuted a pop-up for the Frenchie brand just before Valentine’s Day this year. Launching a sexual wellness brand online first, before moving into stores, has also become a proven path for major retailers such as Sephora and Ulta Beauty in the US.
In late 2019, Adore Beauty entered the sexual wellness segment, following in the footsteps of overseas websites such as Gwyneth Paltrow’s Goop. Three years later, the leading beauty e-tailer on-boarded 17 products from celebrated UK brand, Lovehoney, to expand its offering.
Christina Aguilera is lending her heft to the booming category. The Grammy Award-winning singer-songwriter has become a co-founder and Creative Brand Advisor for Playground, the US sexual wellness brand, which specialises in clean and vegan lubricants with names such as Date Night, Love Sesh and After Hours.
The company was launched in 2021 by Catherine Magee and Sandy Vukovic. Both women are beauty veterans and Magee’s CV boasts senior positions at Rodan + Fields, bareMinerals and theBalm Cosmetics. While Vukovic springboarded development at Marc Jacobs Beauty, Kat Von D and Buxom Cosmetics.
With her latest venture Aguilera joins a select club of celebrities who have assumed leadership roles with brands, rather than just lending their famous faces. Drew Barrymore, Emma Chamberlain, Jennifer Aniston, Naomi Watts and Nicole Kidman have all become instrumental in the business success of brands they have partnered with and believe in.
The Beautiful singer has long been an advocate of speaking out about female sexuality. Her new position will allow her to not only dial up discussion about sexual wellness, but also to focus on safe and sustainable intimacy products.
The category has largely been driven by a male-dominated business trade, says Aguilera. “I am thrilled to be part of a women-owned business”.
Magee adds that Aguilera is the perfect voice to champion female sexuality. “As Playground’s Chief Brand Advisor and co-founder, Christina has the platform to empower women to fully prioritise their sexual wellness.”
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