Christina Aguilera has never been shy about her sexuality and her latest venture aims to remind people to pamper every part of their bodies.
The 'Genie in a Bottle' hitmaker took to Instagram on Tuesday in several curve-hugging outfits that showcased her famous figure after it was announced that she is the Co-Founder and Chief Brand Advisor of Playground. Playground is a sexual wellness brand for the new generation that makes innovative, good-for-you intimacy products that improve women's sexual pleasure and health.
One image sees Christina sitting on the edge of a bed wearing a tight, black, low-cut dress while holding a bottle of "water-based personal lubricant" called After Hours.
The product is described as containing "soothing vitamin E, hydrating hyaluronic acid, and bamboo extract" to "mimic your natural lubrication for a silky slip that just won't quit".
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Sharing her new venture, Christina captioned the photos: "Sex is an essential part of our overall wellness, and @hello.playground is here to remind you that EVERY part of your body, not just your hair or your face, deserves to be pampered."
Other photos show Christina posing with Playground Co-Founder and CEO, Catherine Magee as well as Co-Founder and Chief Product Officer, Sandy Vukovic.
Christina's followers appeared to be very impressed with her new business, with one responding: "Such a cool project. "A second said: "What an awesome project! Bosstina in the house." A third added: "Impressive. Very unusual. It's just perfect."
Speaking in a press release, Christina said: "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.
"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."
She added: "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.
"There is also a quote from the singer on Playground's website, which reads: "It's important to me that we feel empowered to embrace who we really are. To explore ourselves, engage our fantasies and voice our needs. There should be no shame in that."