Playground Closes $2 Million in Funding Round

Playground, an intimate wellness label based by singer Christina Aguilera, introduced on Wednesday that it had closed a $2 million funding spherical, led by Palm Tree Crew Holdings with participation from Amboy Road Ventures and Fourward Ventures. This marks the model’s first institutional increase since its founding in 2023. The corporate noticed 700 % income progress year-over-year.

The model, finest identified for its lubricants and intimacy oils, is hoping the capital injection will assist in product innovation in addition to assist the enterprise’ launch into Goal, which it enters this month. Catherine Magee, the model’s co-founder and chief government, stated launching in Goal will allow the label’s aim of constructing sexual wellness extra accessible to girls.

”We wish higher sexual wellness merchandise to be out there to everybody, and that can’t occur at a luxurious or area of interest [retailer] stage,” stated Magee. “A majority of manufacturers on this class at Goal are legacy manufacturers.”

The model, which additionally counts Nordstrom, City Outfitters, Anthropologie and Revolve as retail companions, can be launching in 25 % of Goal’s bodily fleet of shops in addition to on-line.

Playground is amongst a lot of sexual wellness manufacturers that launched post-pandemic with the aim of re-energising a class that has primarily been centered on male pleasure. Rivals Dame, Maude and Lelo have all snagged wholesale contracts with magnificence retailers Sephora and Ulta Magnificence as these corporations construct out their wellness choices. Moreover, specialty sexual wellness stores designed to inventory new-to-market labels have cropped up in recent times.

”Girls have traditionally been underserved on this market,” stated Magee. “With the innovation hitting this section, we would like folks to know that merchandise that go well with their wants can be found they usually shouldn’t be ashamed to place them of their cart.”

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Christina Aguilera is the co-founder and chief model advisor of Playground, a line that specialises in sexual wellness – an area that’s rising as the subsequent frontier for movie star branding.

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