About maude

maude is a modern intimacy company built on quality, simplicity, and inclusivity. Founded in 2018 by Éva Goicochea, maude was created from a desire to rethink an outdated and often confusing sexual wellness industry and make intimacy feel more approachable, thoughtful, and welcoming to everyone.

Before starting maude, Éva spent her early career working in healthcare policy before moving into the world of forward-thinking companies and consumer brands. Throughout her experiences, she saw a sexual wellness category that often lacked simplicity, thoughtful design, and genuine inclusivity. She brought these experiences together to create a new kind of company centered around well-designed, accessible products made for real people and real lives.

From its beginning, maude has focused on quality, simplicity, and inclusivity. Its products are designed in-house with functionality and everyday use in mind, while the company works with engineers, chemists, medical advisors, and manufacturing partners to develop carefully considered essentials. The collection has grown beyond traditional sexual wellness products to include intimate care, body care, scents, supplements, and other products that support the many rituals surrounding modern intimacy.

In 2020, Dakota Johnson joined maude as an investor and Co-Creative Director. Together with Éva, the broader team, and its medical advisory board, maude continues to build a brand that approaches intimacy as something holistic, personal, and essential to everyday wellbeing.

Inclusivity is central to maude's philosophy. The brand creates products intended for people of all genders, ages, and preferences, while working to make conversations around intimacy more open and less stigmatized. Through education, advocacy, and partnerships, maude also aims to support greater access and equity in sexual health.

Today, maude continues to bring together design, health, culture, and thoughtful product development to make intimacy simpler and more accessible. Its mission remains clear: to create modern, inclusive essentials and help make intimacy better for all people.