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maude
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The brand maude is on a mission: make intimacy better, for all people. The ultra-successful sexual wellness brand founded by sixth generation New Mexican Éva Goicochea has—in just a few short years—absolutely revolutionized the industry.
After studying marketing in New York, Goicochea started her early career as a legislative aide in health care. She then went on to work in e-commerce and brand strategy—helping brands such as Everlane build out their social media, culture, and talent strategies. In 2018, she took her passion for both industries, melded them together, and created maude.
Selling a range of intimacy and personal care products, from sleek and sculptural devices to vegan-friendly condoms, intimate body care, and natural supplements, maude is not only elevating but also de-stigmatizing an industry that has, historically, been plagued with shame.
“We believe sexual wellness should be approached like any part of wellness: the products should be safe, easy to use, and delivered in a friendly way [that makes] the customer feel comfortable and empowered,” Goicochea says.
The maude difference is noticeable: in its marketing, in its design, in its approach, and in its core demographic, which is almost equally split between men and women, a rare feat in the sexual wellness space.
“I certainly knew it was going to be a long path to building a category-defining company,” Goicochea says. “Especially through the process of fundraising and advocating for the category to be taken seriously in the beauty industry.”
But that’s exactly what Goicochea has done. In 2020, actress Dakota Johnson partnered with the company as an angel investor and co-creative director. The next year, Goicochea became one of only 10 Latinas in consumer goods to have raised more than $10 million USD in funding. And in March 2023, maude launched in Sephora as the first sexual wellness brand ever carried in the retailer’s 52-year history.
“We’re now sold in 33 countries—and come this far,” says Goicochea. “While the road has been paved with many bumps, every step has been worth it and I am so proud to serve our customers every single day.”
Shop maude at getmaude.com.
Photos courtesy of maude.
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