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"After realizing that the industry was outdated and there was no sign of change, I decided to create Maude, a brand for everyone.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