Maude

Founded in 2018 by Éva Goicochea, Maude is a modern sexual wellness brand committed to redefining intimacy for all people through thoughtfully designed, accessible products. The company operates in the personal care and wellness space, offering a curated portfolio that spans lubricants, personal devices, condoms, supplements, body and scent products, and travel accessories. Each product is designed in-house with an emphasis on quality, simplicity, safety, and efficacy, reflecting a brand ethos centered on making sexual wellness approachable and inclusive. Maude positions itself as a lifestyle brand as much as a product company, organizing its catalog not only by product type but also by use case — including categories such as coupled up, self service, slow build, and routine care — and by scent profiles including Alpine Moderne, Corner Office, Green Room, and Unscented. This curated, editorial approach differentiates Maude from traditional personal care or adult product brands. The company sells direct-to-consumer through its e-commerce platform at getmaude.com, and also supports wholesale and retail distribution through a network of stockists, indicating a multi-channel go-to-market strategy. Maude offers subscription purchasing options and a proprietary Ritual Builder tool, encouraging repeat purchases and deeper consumer engagement. The brand has garnered significant press attention and operates an affiliate program, signaling strong brand recognition and a digital-first growth model. Its product lines are designed to appeal to a broad, modern consumer base seeking premium, design-forward intimacy products that integrate seamlessly into everyday wellness routines. With a focus on in-house product development and a clean, minimalist aesthetic, Maude competes in the growing sexual wellness and personal care segment of the CPG market.