Meet Eva Goicochea, the founder behind the intimate brand Maude

When did you first learn about wellness and sexual wellness?

I was born in New Mexico, a state that is disparate and lacks access to healthcare. From an early age, I knew that I wanted to do something design-driven that also made a difference for people. I was interested in public health in college was a legislative aide in healthcare during school and after graduation. To me, sexual health was such a critically overlooked part of public health and ultimately, I believe that it’s the foundation for how we feel about ourselves and others.

When did you realize there was a need to create Maude?

I always aspired to create a consumer goods company that addressed everyday wellness, specifically sexual health. I realized there was a need to create a brand that offers an inclusive view of sexual health when I observed that the industry had been monopolized for so many years by the same tired, male-focused incumbents, creating an uncomfortable, confusing, and transactional landscape. This traditional approach often left out the human aspect of sex. After realizing there was no sexual health company taking an inclusive and holistic approach, and realizing that the industry was outdated with no sign of change, I decided to create Maude, a brand for all people. We are modern intimacy. With Maude, we prioritize people and intimacy, taking gender, age and body inclusivity into account for everything we create.

"Realizing that the industry was outdated with no sign of change, I decided to create Maude, a brand for all people. We are modern intimacy."

What can you tell us about Maude products?

Our products are designed to support overall well-being by offering essentials that take the stigma and gendered approach out of buying sexual wellness products. We started with the basics and then expanded to include bath and body products, which help integrate intimacy into everyday life, extending care beyond just the bedroom. This holistic approach emphasizes both self- and partner care, promoting a healthy and comfortable experience. We formulate each product with body-safe ingredients, ensuring they are non-toxic and suitable for all users. For example, Drop 3-Speed External Massager is made from platinum-grade silicone, while our Shine Organic Lubricant is 100% natural and pH balanced. These carefully crafted products are not only safe but also enhance the experience of intimacy and self-care.

Can you share how you created a beautifully made and safe-to-use range

I was inspired by modernist movements like Bauhaus, which approached product design with equal measures of form and function, I wanted to create a line that destigmatized the category through quality, simplicity, and inclusivity—beautiful meets every day. The result is products that have muted, universal colours, easy-to-use packaging, and simple shapes. By elevating the design and marketing in an inclusive, healthy way via the products and our content, we hope to continue to help destigmatize sex and foster the next chapter in the industry so that sexual wellness can easily be understood as a part of overall wellness.

Why was it important for you to have a more holistic approach with Maude?

Sex is an important part of everyday health for all people, but the current industry is fractured, approaching sex as either something clinical or taboo. Maude is a modern intimacy company for all people and we believe sexual wellness should be approached like any part of wellness: products that are safe, simple, easy-to-use, and designed with people in mind, delivered in an approachable and friendly way to make sure customers feel comfortable and empowered.

How can we create our own intimacy routine and better connect with our body and desire?

It's important to understand that sexual wellness is a part of overall wellness. By creating a routine that includes practices like using body-safe products, you can nurture your physical and mental well-being. Incorporating products like Drop 3-Speed External Massager, Wash pH Balancing Body Wash & Bubble Bath, Burn Massage Candle, and Shine Organic Lubricant into daily rituals can help set the mood and encourage a deeper connection with your own body and with your partner. Taking time for self-care and intimate moments can foster a healthier, more fulfilling relationship.

What are your hopes for the future of sexual health and wellness?

Our vision for the future of sexual health and wellness is to continue breaking down taboos and creating an inclusive and accessible space for everyone. We aim to redefine the industry by offering products and content that are inclusive, gender-neutral, and age-appropriate, ensuring that sexual wellness is seen as an integral part of overall wellness. We hope to see a future where the industry is as diverse and inclusive as the beauty and skincare sectors, with a wide range of choices and brands available. As Maude grows, we want to be recognized as a leading force in the next chapter of sexual wellness, helping to destigmatize and normalize conversations around sex and intimacy, and making it a standard part of health and wellness routines.

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