Éva Goicochea

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.

Early Life and Career

Born in New Mexico and raised in Sacramento, California, Goicochea’s diverse heritage (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,…