“Dirrty” singer Christina Aguilera co-founds clean-ingredient personal lubricant brand

In San Francisco, grammy award winner Christina Aguilera has co-founded a plant-based personal lubricant brand named Playground.

The company actually launched last year, but gained press in recent weeks after naming the 90s pop icon and “What a Girl Wants” singer its Chief Brand Advisor.

“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,” Aguilera said in a press release.  “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 recognize Playground as a product that is speaking to them with an informed perspective.”

Playground’s lube contains all-natural ingredients, including fermented bamboo extract, ashwagandha, black cohosh, and, of course, horny goat weed.