TikTok star Tinx has used her platform to speak frankly about relationships, intimacy and sex. Now, she’s deepened her commitment to sexual wellness with the launch of The Sex Elixir created in partnership with clean beauty brand Saint Jane.
“I’m deeply committed to dismantling the stigma and shame that many women experience around sex and pleasure,” says Christina Najjar, who’s known as Tinx, in a statement. “I do this by openly embracing and discussing pleasure and passion, demonstrating that women can and should celebrate their connection to their bodies without judgment. With the launch of The Sex Elixir, I aim to elevate this mission, offering a luxurious, women-designed sex accessory that empowers women to explore pleasure on their own terms, whether alone or with a partner.”
The water-based, hyaluronic acid- and glycerin-infused The Sex Elixir is designed to hydrate and comfort delicate intimate skin. “We kept the ingredients list really short intentionally,” says Saint Jane founder Casey Georgeson. “We wanted it to be simple and clean and compatible with skin. It’s a really nice texture. It’s not sticky and it leaves your skin really soft. It feels a lot like your own body.”
The limited-edition $30 The Sex Elixir is available on Saint Jane’s website and at Revolve and Amazon via Carbon Beauty. The product is fragrance-free and “compatible with oral intimacy”—that is to say, edible. However, the product isn’t approved by the United States Food and Drug Administration as a lubricant, so it’s not promoted for sexual function.
Beyond her 1.5 million followers on TikTok and 642,000 on Instagram, Najjar launched a podcast and live call-in radio show, “It’s Me Tinx,” on SiriusXM, in 2022. In May 2023, she published the book, “The Shift: Change Your Perspective, Not Yourself.” For Najjar, it was important to partner with a female founder for her first intimacy product. She says, “Although this product is for absolutely anyone, I believe in tapping into women’s intuition and cosmic sensuality.”
Georgeson, who started Saint Jane in 2019 in the CBD beauty category and has brought CBD products to Sephora, is no stranger to stigmatized beauty and wellness categories. Saint Jane has removed CBD from its products due to continued regulatory roadblocks facing the cannabis ingredient. Discussing sexual wellness, Georgeson says, “This is such a great category. It’s very aligned with Saint Jane and our values, especially around female empowerment.”
On digital platforms, including Google, Instagram, Facebook and TikTok, sexual wellness content has been suppressed. A partnership with a public figure like Najjar can be a counterweight to that suppression and amplify messages around sex and intimacy. In 2020, Womanizer collaborated with musician Lily Allen on a sex toy, and Maude added Dakota Johnson as an investor and co-creative director. In 2023, Playground tapped Christina Aguilera as co-founder and investor. Last year, intimate wellness brand Joylux forged a strategic partnership with Halle Berry and her wellness platform Respin.
In 2023, Saint Jane collaborated with Erin and Sara Foster on limited-edition lip oils. Tinx has a long list of past brand partners, including Chipotle, Tabasco, Moon Oral Care, Bliss, Taco Bell, H&M, Simple Modern, Olaplex and Kiehl’s Since 1851, which marked her debut beauty collaboration with a $98 bundle in 2021. Brands are hungry to reach her audience of primarily millennial and gen Z women.
Georgeson sought Najjar for a collaboration because she’s a long-time fan of the creator, but they didn’t necessarily have a sexual wellness product in mind at the beginning of their conversations. However, they easily landed on sexual wellness given their shared passion for it. “We were also both really inspired about working with women on this versus other possible partners that were not female-based like Saint Jane is,” says Georgeson. “I think she was inspired by that.”
The Sex Elixir’s black glass bottle was chosen to give the product a chic, luxe profile, but Georgeson and Najjar were careful about the product’s pricing. At $30, Georgeson feels the price shouldn’t be a major deterrent to people purchasing their first intimate care product. “We wanted it to be something that people didn’t have to think too much about making the purchase,” she says. “It’s such a good-for-you product, and we wanted to make it as easy as possible for people to say, ‘I wouldn’t normally try this, but I’m going to.’ I don’t want the price to be a barrier.”
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