Welcome to Super Human, where we sit down with inspiring founders and leaders paving the way in the wellness space.
We chatted with Éva Goicochea, Founder & CEO of Maude. Éva keeps her daily rituals simple, yet mindful to create a peaceful space to start and end her days. Read on to learn more about her passions for the simple pleasures of her life, the inspiration behind founding her modern intimacy company, and the importance of sharing in conversations around sex and sexual wellness.
Where do you live?
Do you have any wellness rituals? What are they?
I try to walk most mornings, am a pescatarian, and I get 8 hours of sleep a night—even if half of it is on the couch sometimes. On the weekends, we go sailing which resets any stress. It’s a very integrated approach to being happy and whole.
How does your day typically begin?
I wake up at 5 or 6am without an alarm clock (it’s annoying, actually), make a coffee or tea, and then I make breakfast while Ian (husband) takes our dogs out before getting ready. I don’t leave for work until 9am so we take our time to start the day peacefully.
What are your current self-care routines and how do you nourish yourself?
My general self-care routine is no-frills: I have a quick skincare routine (always wear sunscreen), take my vitamins, drink Happy Belly every day, and try to keep everything simple.
What’s your most sacred time of day?
The evening when I spend time with Ian and the pets. We read or watch a movie lined up in a row on the couch.
What’s your superpower?
The curiosity to meet people wherever I go.
What inspired you to launch Maude?
The sexual wellness industry has been monopolized for so many years by the same tired male-focused incumbents who have created an uncomfortable, confusing, and transactional landscape. The response to these legacy players has been a pendulum swing: Hyper-feminine, trend-focused newer brands that are often just as explicit and young. Our take at maude is that sex is human.
Sexual wellness is, unfortunately, still a taboo topic – even amongst women. How has Maude created a safe space for all people to feel comfortable speaking more openly about this?
Sex is an important part of everyday health for all people, but the current industry is fractured, approaching sex as either something clinical or taboo. Maude is a modern intimacy company for all people and we believe sexual wellness should be approached like any part of wellness: The products should be safe, easy-to-use, and delivered in a friendly way making the customer feel comfortable and empowered. By elevating the design and marketing in an inclusive, healthy way, we hope to continue to help destigmatize sex and foster the next chapter in the industry so that sexual wellness can easily be understood as a part of overall wellness.
Your career has spanned being a legislative aide in healthcare to working brand-side with companies. Was there a moment for you when it clicked that Maude was what you were being called to do next? How did your previous experiences propel you on this journey?
Having been interested in public health and coming from a product background as a brand and social media strategist later on for mission-driven companies like Everlane, I always aspired to create a consumer goods company that solved for everyday wellness specifically in sexual health because ultimately, I believe that it’s the foundation for how we feel about ourselves and others. If you look at the typical consumer experience around sexual health, either in a drug store or sex shop it’s the last frontier in personal care.
After a conversation with friends around why there was no sexual health company taking this approach and realizing that the industry was outdated and with no sign of it changing, I decided to create maude, a brand for all people. We are modern intimacy.
What has been the most challenging part about creating high-quality, simple, inclusive products? The most rewarding?
Like so many product companies, COVID has created supply chain delays and shortages which stifled the business through 2020. That said, we have an incredible team and community of customers so it’s been easy to see through the challenges and stay focused.
The Maudern is a space that you’re educating about sex, science, history, health, culture, and more. What has been the community response to your information and thought-sharing around sexual health and wellness?
Our community has such positive responses to The Maudern, which has seen exponential growth in the last year. To our customers, it feels refreshing and open while also humorous and irrevrent.
What is something special happening in your life right now that you’d be excited to share with our community?
We recently launched a Piecework x maude collab puzzle called Bottoms Up. It’s a cheeky gift or way to spend time with someone special.