Éva Goicochea

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, 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…