LUXEMBOURG—Tanya Tate is collaborating with, which defines itself as "a new generation hybrid platform launched to offer a combination of high quality adult content as well as light hearted, humoristic  articles for cougar and MILF lovers or in other words, more of what is actually wanted."

The site is run by Lilly Devine SA, whose CEO, Moriam Hassan Balogun, commented, "Relevance online is just as crucial within mainstream internet as well as the adult branch. Website visitors are bombarded with so much choice that you need to offer them more and continue to innovate where possible."

On the collaboration with Tate, she added, “It’s great having Tanya within the team. As this year’s face of we ensure our visitors some of the best there is out there. Tanya is not only an established professional with great ideas and a total understanding of what MILF fans want but also a major favorite within the industry”

Regarding the popularity of the MILF/cougar niche, Balogun said it is only improving, which is wht the site has incorporated a dating component. "There is something about the MILF/cougar niche which is becoming more and more evident," she said. "It’s not just a trend used within the adult industry. Older women are looking for younger guys and vice versa. This is why we created an extra ‘hub for cubs’ with dating”

To celebrate the official launch of, Lilly Devine has set up several promotional packages, including free memberships, free downloads or more. These will be posted via the site's Facebook page and other social media platforms.

The company added that in May 2014 it will launch several more niche adult sites, all with a unique concept and vision.