Rumer Willis isn't vibing with this pushback.

The 35-year-old, who shares daughter Louetta, 15 months, with partner Derek Richard Thomas, slammed commenters who criticized her for promoting a sex toy company as a mom. 

"What I think is really interesting, that I wanted to bring up, is that a lot of the comments I was seeing were, 'Oh my God, you're a mother,'" Rumer said in a video on her Instagram Stories Aug. 8. "'Don't be showing such intimate moments. First, you're breastfeeding, and now this.'"

"We're in a culture where it's so frowned upon to feed our children in public, or to talk about female pleasure, talk about female sexuality," she continued. "Just the idea of even posting about something or having some sort of casual off-the-cuff conversation about it—the reaction is visceral from people. I think it's really important to have these conversations, to be able to remove some of the shame around it."

The House Bunny actress—who has previously clapped back at those criticizing her for posting about breastfeeding online—emphasized how complicated it can be for younger women to have an open dialogue surrounding pleasure and sex. 

"As someone who now has a daughter, the idea of putting any sort of shame or making her sexual self-discovery—putting any taboo around that—I think is despicable," she reflected. "I want Lou to be able to love her body, to be able to share it or not share it with whoever she wants."

In her Aug. 8 Instagram post, Rumer—the eldest daughter of Bruce Willis and Demi Moore—shared a photo of herself in a yellow tank top while holding a sex toy for the sponsored post. She wrote in the caption, "In a world where women's pleasure is often overlooked, taking time for solo practice is a powerful act of self-love and discovery." 

"Embracing our own fantasies and desires is essential for cultivating an intimate relationship with ourselves," she added. "By removing the shame and taboo around this, we honor our bodies and their incredible capacity for pleasure. Exploring what lights us up not only enriches our personal journey but also enhances the connections we share with our partners."

Rumer has made it a point to embrace all parts of her body and her life, especially since having her daughter. 

"Leaning into my mama curves in the jungle," she captioned an April Instagram post, alongside cut bikini snaps. "It's been a journey of continuous curiosity and growth to see how much room and acceptance I can give my body as it continues to shift and transform after birthing a little human."

And for her, celebrating her body and herself is part of setting a positive example for Louetta.

"I hope to continue feeling in my loving of myself in all the many shapes and sizes it will come in," she continued, "so I can show my daughter what unconditional self love and acceptance looks like."

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