Éva Goicochea is the founder , CEO , and creative director of Maude , a modern intimacy company redefining sexual wellness through quality, inclusivity, and design.
Since launching Maude in 2018 , Goicochea has become a leading voice for accessible intimacy, successfully mainstreaming sexual wellness in retail and culture while breaking historic barriers for Latin women in venture-backed consumer brands.
Mexican, Spanish, Native American ) deeply influences her inclusive vision. She studied marketing in New York , then began her career as a legislative aide in healthcare at the California Medical Association—a formative experience that instilled an ethos of equity and public health.
She pivoted to e-commerce and brand strategy, working with notable brands including adidas Y-3, Squarespace, Steven Alan, Josie Maran Cosmetics, and, most famously, Everlane , where she built the company’s early social, talent, and culture strategy. In 2015 , she co-founded Tinker Watches before conceptualizing Maude.
Founding maude The idea for Maude merged Goicochea’s passions for health and thoughtful brand-building, aiming to destigmatize sexual health. She sought to create a new standard: products that are beautiful, functional, gender-inclusive, and culturally savvy , addressing wellness “before, during, and after” intimacy.
Launched in April 2018 in New York , Maude debuted with a minimalist line of lubricants, condoms, and devices designed for all bodies and all relationships. Goicochea positioned the brand at the intersection of everyday wellness and design—countering a category historically…
