Intimate Wellness Reimagined: Éva Goicochea and the Story Behind Maude
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Éva Goicochea is a founder, CEO & Creative Director who defies easy categorization. Before maude, her career took her from legislative aide to creative director, a trajectory that might seem unlikely but reveals the core of her work: questioning systems, redefining norms, and making space for conversations that matter. In healthcare, she saw how intimacy and sexual wellness were either ignored or treated as an afterthought, and in the design world, she realized the power of aesthetics to influence how people feel about the objects they use every day. maude, the brand she launched in 2018, is where these two worlds converge.
Far from the extremes of the intimate care industry—overly clinical on one end, hypersexualized on the other—maude takes a different approach: one of quiet confidence, inclusivity, and thoughtfulness. Its products are designed for real lives, with simplicity and accessibility at their core. But Éva’s mission goes deeper than what’s on the shelf. For her, normalizing sexual wellness means shifting the cultural narrative, bringing intimacy into the broader wellness conversation, and making care an everyday ritual.
In this interview, Éva reflects on how her early career shaped maude’s vision, the intentionality behind the brand’s designs, and what it means to challenge outdated industry norms. From destigmatizing sexual health to launching in Sephora, Éva offers a thoughtful look at the work she’s doing to bridge connection, design, and wellness—and why she believes intimacy is at the heart of it all.
From legislative aide to intimacy innovator: How did your early career in healthcare shape your vision for maude?
Starting in healthcare gave me a deep understanding of how systems impact people's access to care—and how often intimacy and sexual health are overlooked. I saw firsthand the gaps in how we approach wellness holistically. That perspective planted the seed for maude: a brand that doesn’t isolate sexual wellness but integrates it as a fundamental part of overall health.
You've spoken about destigmatizing conversations around sexual wellness. How does maude contribute to this cultural shift?
At maude, we focus on creating approachable, inclusive products and experiences that normalize intimacy as part of everyday life. Our tone is straightforward, our designs are accessible, and we engage in conversations that prioritize education over shame. By being in mainstream spaces like Sephora, we’re challenging the notion that intimacy is taboo.
The intimate care industry has historically been male-centric or overly clinical. How is maude changing this narrative?
We designed maude to be gender-inclusive, aesthetically pleasing, and rooted in simplicity. Instead of following the industry’s historical paths of hypersexualization or sterile approaches, we focus on creating products that feel approachable and beautiful—something you’d be proud to keep on your nightstand. We aim to meet people where they are, regardless of gender, relationship status, or experience.
maude's aesthetic is often described as "Bauhaus beauty meets the everyday." Can you elaborate on the design philosophy behind your products?
Our design philosophy is grounded in form following function. We strip away unnecessary details to create products that are as intuitive as they are beautiful. Every curve, material, and color choice serves a purpose, making the products feel timeless and universal while ensuring they work seamlessly in daily life.
You've positioned maude as part of the broader wellness industry rather than just sexual wellness. How does this perspective influence your business strategy?
We believe intimacy is foundational to overall well-being. By framing maude within the larger context of wellness, we’re able to have conversations about connection, self-care, and health beyond the bedroom. This lens shapes everything from our product development—like body care and supplements—to how we partner with retailers and brands in adjacent wellness categories.
How has maude's product line evolved since its launch, and what drives your decisions to expand into new categories?
We started with a focus on intimacy essentials, and since then, we’ve expanded into body care, supplements, and even scent. Each expansion is intentional and driven by the question: “How can we support connection and care in new ways?” We look for categories that align with our mission of creating a holistic wellness experience.
maude recently launched in Sephora stores, a first for a sexual wellness brand. How do you see this changing the retail landscape for intimate care products?
Being in Sephora marks a shift in how sexual wellness is perceived—it’s no longer relegated to specialty stores or hidden aisles. It signals that intimate care belongs alongside skincare and wellness, as part of a broader self-care routine. I hope this inspires other retailers to follow suit and expand access to products like ours.
The concept of "skintimacy" seems to be gaining traction. How does maude approach the intersection of skincare and intimate care?
We see skin as central to intimacy—it’s the body’s largest organ and a key part of how we experience touch and connection. Our body care products, like our oils and washes, are designed to enhance that experience while being gentle and inclusive. For us, “skintimacy” is about creating rituals that bridge the gap between care for your body and care for your relationships.
With Dakota Johnson as an investor and co-creative director, how has this partnership impacted maude's growth and visibility?
Dakota has been an incredible partner. She brings an authentic voice to the brand and helps us connect with a broader audience. Her influence has allowed us to expand our reach while staying true to our vision. Beyond visibility, she contributes creatively and shares our commitment to normalizing these conversations.
maude has expanded internationally. How do you navigate cultural differences in attitudes towards sexual health and intimacy?
Expanding globally requires deep listening and adaptation. We work with local partners to understand the cultural nuances of each market and ensure our approach feels inclusive and respectful. At the same time, our mission—to make intimacy accessible and normalized—resonates universally, which helps guide our strategy.
On a personal note, could you share your own wellness and skincare routine?
My mornings start with a gentle cleanser and a hydrating serum, followed by SPF (always). I focus on keeping my routine simple and consistent. Wellness-wise, I aim for balance: daily movement, plenty of water, and time with my dogs and family. It’s all about small rituals that keep me grounded.
