The Hottest New Celeb Partnership Trend Is Sex Toys

It would surprise exactly no one to hear of most new celebrity-brand partnerships. A-listers team up with beauty brands (like Zoe Kravitz and YSL Beauty), fashion brands (like Jennifer Lopez and Coach), and far too many fragrance brands to mention here all. the. time. The latest celeb partnership trend, however, made us pause: a handful of celebrities have recently announced that they’ve teamed up with sexual wellness brands. Our thoughts? If pairing a celebrity name with sex toys is what it takes for people to feel more comfortable discussing and exploring their sexual health and wellness, we’re here for it. Read on for what Lily Allen, Cara Delevingne and Dakota Johnson have to say about the sex toys and sexual wellness brands they’re backing.

Lilly Allen and Womanizer

Lily Allen
Womanizer Liberty by Lily Allen ($119), at womanizer.com

British singer Lily Allen has been a vocal supporter of the Womanizer long before she became an ambassador for the brand in late 2020. “If I had to pick one vibrator above all others, it would be the Womanizer,” Allen wrote in her 2018 autobiography My Thoughts Exactly. “It can make you come in twenty seconds, or if you keep it going up there, it will reward you with ten orgasms in a row.” Now, Allen has her own hot-pink limited-edition version of the  clitoral stimulator out now.

Cara Delevingne and Lora DiCarlo

Lora DiCarlo Osé 2
Lora DiCarlo Osé 2 ($395), at loradicarlo.com.

Model and actor Cara Delevingne is co-founder and creative advisor for sex tech startup Lora DiCarlo. Delevingne told Fast Company that working in the space was something she had “been thinking about for a very long time” and wanted to find the right brand to partner with. “I grew up pretty repressed and English in terms of sexuality,” she added. “That relationship that you have with yourself is the most important one in the world. And this is not just to do with pleasuring yourself, but it’s about exploration and loving yourself.”

Dakota Johnson and Maude

Maude vibrator
Maude Vibe Personal Massager ($56), at chapters.indigo.ca.

Admittedly, partnering with a sexual wellness company is not off brand at all for this Fifty Shades movie star. The 31-year-old actress is an investor in Maude, which bills itself as a modern sexual wellness company. Its non-intimidating, architectural looking vibrators is a favourite of Johnsons. “I love a good vibe, for obvious reasons,” she told Vogue. “But the pH-balanced Wash is wonderful. I am really soothed by the idea that a product I use on my body is helping my body be the best version of itself.” Canadians can shop Maude from Indigo.

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