Image: Playground

Sexual wellness brand Playground has announced its availability at Target following its first institutional round of funding. Led by Palm Tree Crew Holdings, Fourward Ventures, Goddess Fun+d, and Amboy Street Ventures, the oversubscribed funding round reached its goal of $2 million. Other participants in the round include influencers such as Dr. Emily Morse of Sex with Emily and Call Her Daddy’s Alex Cooper.

Playground was co-founded by music star Christina Aguilera and Catherine Magee, who set out to create a sexual wellness brand for today’s generation seeking improved vaginal health, more comfortable pleasure and overall better sexual wellness. As a result of the raise, the company’s pleasure-enhancing products are now available at Target stores and online platforms. This expansion into the 4th largest retailer in the U.S. marks a significant step forward for Playground in its mission to make sexual wellness products more accessible to consumers.

“We’re immensely excited to partner with a national retailer who shares our mission to bring better wellness to its customers,” said CEO Catherine Magee. “Playground’s line of clean and healthy intimacy products is formulated with good-for-you ingredients and packaged to evoke confidence instead of shame. We’re thrilled to bring our brand of taboo-free fun that emphasizes health to the sexual enhancement aisle for today’s modern couple and woman.”

“Playground is speaking to the female consumer, who is the primary buyer, in an important way that legacy brands fail to do. By championing a health-centric approach to pleasure, Playground is leading a vital transformation within the industry,” said Carli Sapir, Founding Partner of Amboy Street Ventures. “With our shared goal of lifting the stigma surrounding women’s health and ushering forward a new world of inclusive wellbeing, there are incredible synergies to our partnership.”

Playground aims to elevate consumer expectations and upend the category through its science-backed approach to innovation and testing. The company’s line of FDA-approved lubricants has been extensively tested for vaginal safety and undergone consumer clinical trials where 90% of participants found Playground to be silky and soothing, provide excellent glide, and increase their sexual pleasure.

Playground’s mission is to become the #1 clean and healthy lubricant choice for women and couples, intentionally catering to women with products that hydrate, soothe, balance, and spark the libido using plant-based ingredients that are clean and vegan. The personal lubricant market is projected to grow at 10.1% CAGR and the overall sexual wellness category to reach $126B by 2030.

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