Éva Goicochea

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 exclusionary or taboo.

Achievements and Milestones Category Trailblazer: Maude became the first sexual wellness brand ever sold online and in-store at Sephora (launched March 2023, now in over 260 doors), and is sold in 30+ countries. Press & Funding: As of 2025, one of only 10 Latinas…