REV On Air: Modern Intimacy & Purpose Led Business With Éva Goicochea of Maude
We talked to the inspirational Éva Goicochea of Maude Sexual Wellness about inclusivity and censorship around sex in her birthplace, New Mexico and the rest of the world. Her passion for sexual inclusivity extends to the way Maude, as a brand, presents unapologetically and leans into the way they wish to see sex spoken about and approached globally.
“We wanted to take the position that we do have to be inclusive and inclusivity means that you have to create a conversation that is very digestible for many types of people. But rather than thinking about how to do that at all hours of the day because that would be difficult, I think we just lean into the sensibility that we have around sex and speak the way that we believe the world should speak about it. So we almost ignore the approach to sex that we all see and we just do it our way.”
The Maude Story
Born in New Mexico and raised in California and Michigan, Eva spent her early career as a legislative aide in healthcare and then a decade working with forward-thinking companies. No matter where she went, the sexual wellness aisle looked the same: outdated, confusing, and not inclusive.
Finally, Eva converged her experiences to create the next chapter in the sexual wellness industry—a modern company built on quality, simplicity, and inclusivity. A company with beautiful, well-designed, and affordable products. Maude launched in 2018.
In 2020, Dakota Johnson joined the team as an investor and Co-Creative Director. Together with their team and medical advisory board, they look forward to changing the industry and creating a company that stands for modern intimacy—all people welcome.