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An appointment with... Eva Goicochea, founder of Maude

Since 2018, Maude has been revolutionizing feminine pleasure with its range of clean products and playful, pared-down accessories to care for your sexuality with ease. Meet the founder of the sexual wellness brand you'll have no trouble adopting, Eva Goicochea.

When did you first become interested in wellness and sexual well-being? 

I was born in New Mexico, a state in the United States particularly marked by disparities and lack of access to healthcare. From an early age, I knew I wanted to do something that would make a difference to people. I became interested in public health at university, and during my studies and after graduation, I became a legislative assistant in the health field. For me, sexual wellness is an aspect of health that has been so neglected and, ultimately, I believe it's the foundation of how we feel about ourselves and others.

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

I've always aspired to create a company dedicated to wellness, and more specifically to sexual wellness. I realized the need to create a brand with an inclusive vision of sexual wellness when I observed that the sector had been monopolized for many years by the same tired, male-centric incumbents, creating an uncomfortable, confusing and transactional landscape. This traditional approach often left out the human aspect of sexuality. With Maude, we put people and intimacy first, taking into account gender, age and body, in everything we create.

"After realizing that the industry was outdated and there was no sign of change, I decided to create Maude, a brand for everyone. We are modern intimacy."

Can you tell us about the products in the range?

All our products are designed to promote general well-being. We started with basic products, then added bath and body products, to integrate intimacy into daily life and take our care out of the bedroom. This holistic approach focuses on caring for yourself and your partner, promoting a healthy, comfortable experience. We formulate each product with clean, non-toxic ingredients that are suitable for all users. Drop Sextoy Vibrant is made from platinum-grade silicone, while Shine Organic Moisturizing Lubricant is 100% natural and pH-balanced. These carefully crafted products are not only safe, they also enhance the experience of intimacy and self-care.

What was your inspiration for the product design?

I was inspired by modernist movements such as the Bauhauswhich approached product design with equal measures of form and function. I wanted to create a range that destigmatizes category through quality, simplicity and inclusivity - beauty meets the everyday. The result is products with neutral, universal colors, easy-to-use packaging and simple shapes. By improving design and establishing inclusive, healthy communication through products and our content, we aim to help destigmatize sexuality and foster the future of the industry so that sexual wellness can be easily understood as part of overall wellbeing.

Why was it important for you to adopt a more holistic approach? 

Sexuality is an important part of everyday health for everyone, but today's industry is fractured, approaching sex as something clinical or taboo. We believe that sexual wellness should be approached like any other aspect of wellbeing: safe, simple, easy-to-use products designed with people in mind, delivered in an accessible and friendly way so that everyone feels comfortable and empowered.

What tips would you give us for creating our own intimate and sexual wellness routine? 

It's important to understand that sexual well-being is an integral part of overall well-being. By creating a routine that includes practices such as using body-safe products, you can take care of your physical and mental well-being. By integrating products such as Drop Sextoy Vibrant, Wash Intimate Cleansing Gel, Burn Massage Candle and Shine Organic Moisturizing Lubricant into our daily rituals, it can help create an atmosphere that encourages a deeper connection with your body and with your partner. Taking time for self-care and intimacy can help foster a healthier, more fulfilling relationship.

How do you see Maude's future? 

We want to continue breaking taboos, and aim to redefine the industry by continuing to offer inclusive products and content for all genders and ages. 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 pioneer in sexual wellness, helping to destigmatize and normalize conversations around sexuality and intimacy, and making it an integral part of wellness.

Our favourite Maude treatments

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Find out more about our new femininity range, find all our intimate well-being essentials here. For more advice on how to take care of your intimacy, discover our daily essentials here. And if you want tips on how to (really) indulge yourself, go here..

To get your weekly dose of clean beauty, click here!