Maude aims to revolutionise the sexual wellness industry

Ahead of Maude’s launch in the UK, founder Éva Goicochea speaks to us about the brand’s mission to change the sexual wellness industry for the better

Since launching in the US in 2018, the brand has been an instigator in the development of a sexual ‘wellness’ industry – one that addresses a wider spectrum of ages and gender identifications, relinquishes dumbed-down marketing, and places an emphasis on ‘intimacy’ more than ’sex’. Actress Dakota Johnson has signed on as co-creative director, Maude’s products have appeared on the shelves of the MoMA Design Store, and, as of this month, they are available to purchase in Europe.

’Our take at Maude is that sex is human and few brands have inclusively spoken to people throughout their adult lives in a smart, factual way,’ says Goicochea. And while the brand is refreshingly practical, it is far from detached.

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