For Self-Love Maven, maude, That Also Means Organic

For something that has literally been around since the beginning of human life, sex and intimacy remain in the shadows, relegated to the dark sidelines of the mainstream wellness conversation.

“It’s too personal.”

“Let’s not talk about that.”

“I’m embarrassed to say it out loud.”

“Ew.”

But the reality is that sex and sexual wellness are essential parts of overall well-being, right up there with sleep hygiene, balanced eating, and skincare. For every vitamin C serum or magnesium supplement proudly displayed and discussed, there’s an equally effective personal lubricant or vibrating ring that’s equally deserving of the spotlight.

Fortunately, Éva Goicochea is over the idea of relegating these products to the proverbial “back room,” both physically and mentally. As the founder and CEO of maude, a modern sexual wellness company emphasizing quality, simplicity and inclusivity, Goicochea is on a mission to change outdated mentalities around sex and make intimacy more inclusive and just…better.

“Intimacy is not just about sex,” says Goicochea. “It is about setting the mood, creating routines that inspire confidence, spending time with yourself and using products that nurture a relationship with your body.” From sleek vibrators to mineral bath salt soaks, water-based lubricants to desensitizing sprays, maude is redefining the concept of intimacy to include individuals and partners, in the bedroom and outside of it.

Read on for more from Goicochea on how maude is proving that sexual health is something to embrace and making intimacy better for everyone.

FP: You’re more than a brand: maude is a thoughtful, purpose-driven movement out to reshape the narrative around intimacy and sexual wellness. What’s maude’s founding philosophy? How do you ensure this approach is upheld and celebrated every day, in everything maude does?

maude: Sexual wellness is a critical component of overall wellness and yet it’s historically been shrouded in so much shame and exclusion. Having come from a background in both product and public health, I was inspired to create a truly modern intimacy brand with thoughtfully-designed, inclusive products at the forefront.

Adhering to our brand ethos gives our team a lens [through which] to view everything we produce, drives resonant brand storytelling and, most importantly, helps construct a feeling of intimacy for those who use our products.

FP: How do you navigate an industry that’s so often shrouded in taboos and limitations? What sets maude apart in a crowded market? How does maude approach education and the destigmatization of sexuality/sexual wellness?

m: We believe that intimacy is not just about sex — it is about setting the mood, creating routines that inspire confidence, spending time with yourself and using products that nurture a relationship with your body. At maude, we see sex as the center of a wide-reaching part of everyone’s lives.

We approach education by thinking beyond our product assortment and messaging alone, and factoring in how our brand can live in our customer’s world. For instance, we’ve co-sponsored and curated an exhibit at the Museum of Sex’s Miami location that explores the last century of the sexual wellness category and its restrictions. This exhibit will create an opportunity for viewers to understand how the industry has brought us to our current moment, a time where we are sadly still restricted and stigmatized.

FP: What steps does maude take to ensure its products cater to a diverse range of consumers? How do you ensure functionality and ease-of-use for beginners?

m: We are a brand for all people, and for people of all experience levels. This is a consideration at the product development stage, all the way to creative direction and messaging.

We launched in 2018 with four sex essentials and have since not only expanded our sex category, but have expanded to supplements, mood-setting scents, and skin-nourishing body care. When we think about new products, we think about how to support a holistic view of intimacy.

FP: What is your approach to sustainability?

m: We have opted against unnecessary secondary packaging and product inserts where possible in favor of simple, sustainable options.

Writer’s note: maude's line of products is beautifully designed and housed in minimalist, amber-hued bottles that are begging to be displayed and celebrated rather than hidden in the dark recesses of a nightstand drawer.

FP: What’s maude’s vision for the future of sexual wellness?

m: Expanded retail presence [for easier access for all], increased category visibility, and products made to support a complete intimate life.