Christina Aguilera has joined sexual wellness brand Playground as a co-founder and Chief Brand Advisor.
The 'Beautiful' singer will act as an advocate for the company first created by beauty industry veterans Catherine Magee and Sandy Vukovic in 2021.
Aguilera said that she wants women 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.
Magee, whose CV includes senior marketing roles at Rodan + Fields and Bare Escentuals, described Aguilera as the "perfect voice to champion female sexuality".
"She has always proudly embraced her sexuality and has been unafraid to share it with her fans through her music or her own voice," continued Magee.
"As Playground's Chief Brand Advisor and co-founder, Christina has the platform to empower women to fully prioritise their sexual wellness."
Celebrities are increasingly turning to corporate-style ambassadorships rather than the traditional 'face' format.
Drew Barrymore, Emma Chamberlain and Jennifer Aniston are among a growing list of famous faces in creative leadership roles.
Model Emily Ratajkowski joined sheet mask brand Loops as partner and Creative Director in 2021, but was succeeded by actress Camila Mendes in July 2022.
"Thanks to social media, audiences today are super savvy and know if a celebrity is marketing a product just for money or whether or not they actually believe in the product and use it," Jeetendr Sehdev, celebrity branding authority and author of The Kim Kardashian Principle, previously told Cosmetics Business.
"If a star is the creative director then the partnership is more authentic, and it has a greater chance of being successful."
