Maude

Maude is a modern intimacy company that develops thoughtfully designed sexual wellness products. The company offers a range of items including personal lubricants, various devices, condoms, and body care formulations, all crafted with an emphasis on quality, simplicity, and inclusivity. Their approach aims to elevate and demystify the sexual wellness category through well-designed and accessible offerings.

The company was founded in 2018 by Éva Goicochea, whose background as a legislative aide in healthcare and experience with innovative firms informed her vision. Goicochea identified a significant gap in the market, noting the outdated, confusing, and often non-inclusive nature of traditional sexual wellness products. Dakota Johnson later joined the company in 2020 as an investor and Co-Creative Director.

Maude’s products are intended for all individuals, seeking to foster better intimacy and self-care experiences. The company’s overarching vision centers on transforming the industry by providing safe, effective, and beautifully designed products that promote a more holistic and modern approach to sexual well-being, ensuring accessibility and ease of use for a broad audience.

High-Level Overview

Maude is a modern sexual wellness company that designs and sells inclusive intimacy products, including libido supplements, body care items, condoms, lubricants, and bath products. It serves individuals seeking simple, high-quality essentials for everyday intimacy, solving the problem of stigma, complexity, and exclusivity in the sexual wellness industry by prioritizing accessibility, safety, and thoughtful design.[2][3] Featured in outlets like The New York Times, Vogue, and Forbes, maude has gained recognition as a redefiner of sex essentials, with growth momentum shown through partnerships like hotel shipments, product expansions into rituals and kits, and cultural initiatives like the "Modern Sex" exhibit.[2][3]

Origin Story

Founded in April 2018 by Éva Goicochea, maude emerged from a mission to destigmatize intimacy through quality, simplicity, and inclusivity. Goicochea, supported by a global team of experts, medical advisors, engineers, and chemists, built the brand at the intersection of design, health, and culture, with products rigorously tested for safety.[2][3] Early traction came from media acclaim—voted one of CircleUp’s 25 and heralded for redefining the industry—alongside innovative distribution like shipping to hotels, capitalizing on evolving personal care trends in hospitality.[2]

Core Differentiators

• Product Design and Quality: In-house developed formulas using clinically-studied ingredients, dual-purpose for body care and intimacy (e.g., pH-balanced washes, massage candles, ultra-thin condoms), all tested to high safety standards.[3]
• Inclusivity and Simplicity: Products for "every body," free of stigma or extremes, with build-your-ritual bundles and limited-edition kits emphasizing everyday essentials.[3]
• Modern Fulfillment and Reach: Partners with tech-savvy logistics like DCL for efficient ecommerce and unique channels like hotels, blending digital operations with manual precision.[2]
• Cultural and Educational Impact: Champions equity via advocacy, partnerships, and initiatives like the "Modern Sex" exhibit co-curated by Goicochea and Dakota Johnson.[3]

Role in the Broader Tech Landscape

Maude rides the wave of digital-era wellness personalization, where technology enables direct-to-consumer models, data-driven formulations, and expanded distribution beyond traditional retail. Timing aligns with post-pandemic shifts toward self-care, inclusivity in personal health, and hotel amenities evolving to include thoughtful intimacy kits amid consumer demand for non-stigmatized products.[2][3] Market forces like ecommerce growth and tech-integrated logistics favor maude, influencing the ecosystem by normalizing sexual wellness in mainstream culture and design, much like how apps and wearables have mainstreamed fitness tracking.[2][3]

Quick Take & Future Outlook

Maude is poised to expand its ritual-based product lines, deepen tech-enabled personalization (e.g., AI-driven recommendations or subscription models), and scale advocacy amid rising demand for inclusive health tech. Trends like wellness tech integration and global equity pushes will shape its path, potentially evolving its influence from product innovator to category leader in destigmatized intimacy. This builds on its core mission, making wellness as essential and accessible as daily hygiene.[3]