A Modern Approach to Sexual Wellness: The Éva Goicochea Story

Éva Goicochea | Founder | maude

Éva Goicochea is the founder of maude, a sexual wellness company launched in 2018 with offices in Brooklyn, NY. The company ships to over 35 countries and is stocked in retailers such as Sephora, Saks, Nordstrom’s in the US, and Selfridges in the UK. The company’s approach is unique, as it puts inclusivity and accessibility first, making sexual wellness products approachable and gender-inclusive with muted, universal colors, easy-to-use packaging, and simple shapes.

“We’re building a company that completely rethinks the approach to the category by putting inclusivity and accessibility first—for all people.”

Éva Goicochea

maude’s mission is to redefine the sex essentials industry for modern consumers by building a company that completely rethinks the approach to the category. The company offers a unique and accessible assortment, an educational platform, and advocacy and support for organizations that are changing sex ed in the United States. maude believes that by taking this approach, they will continue to break taboos and make sexual wellness more inclusive.

Éva’s passion for healthcare and brand led her to develop maude in 2017. She has worked with companies including The Natural Resources Defense Council, ADIDAS Y-3 and SLVR, Squarespace, Steven Alan, and Josie Maran Cosmetics. Éva has been honored as one of only 10 Latinas to raise over $10 million in consumer goods and voted Entrepreneur’s 2019 100 Most Powerful Women, WWD’s 60 Power Players in Healthy and Beauty in 2020 and 2021, Fast Company’s 2021 Next 1000, and in 2022, received a CEW Female Founders Award along with industry icons Bobbi Brown and Jeanine Lobell, and was one of Inc. Female Founders 100 in 2022.

maude’s gender- and age-inclusive sexual wellness products and educational platform have led to key business highlights, including being featured in over 1200 publications, such as The New York Times, Forbes, and Fortune. In 2021, maude received 500+ pieces of press across various platforms and announced its Series A, bringing the total funding to $10 million. The company was honored to be in The Lead’s Foremost 50, an honor awarded to high-growth D2C brands that are reinventing and redefining the future of fashion, retail, and consumer.

“The future of this industry is age- and gender-inclusive, looks like beauty and skincare with more diversity of choice and brands.”

Éva Goicochea

maude’s approach to sexual wellness has disrupted the industry and is leading its growth. The company is innovating to stay ahead of the competition by focusing on strong unit economics across every awareness channel, while also considering brand, PR, and organic strategies to keep the cost of customer acquisition reasonable. The future of the industry is age- and gender-inclusive and looks like beauty and skincare, with more diversity of choice and brands. It will also start to be merchandised more and more next to the rest of your beauty routine in retailers.

“We believe that by taking this approach, we will continue to break taboos and make sexual wellness more inclusive.”

Éva Goicochea