Maude founders challenge sex education norms

American schools dedicate one to two hours to sex education, leaving adults ill-equipped to discuss intimacy later in life. Maude co-founder Éva Goiccochea states that this brief instruction creates a gap that persists into adulthood. Co-creative director Dakota Johnson agrees, noting that the subject has largely disappeared from school curricula. The pair argues that humans are sexual by nature and that a lack of education contributes to aggressive or violent behavior.

Maude operates as a sexual wellness brand selling vibrators, condoms, candles, and lube. The company positions these items as health products rather than novelty items. Goiccochea explains that great design serves as a language that helps destigmatize the topic. The brand aims to make consumers view sex as a form of wellness. This approach targets customers who may feel ashamed or uncomfortable with traditional sexual products.

The brand has expanded its presence beyond standard retail channels. Products are sold at Sephora and Ulta Beauty. Two Maude vibrators were included in an exhibition at the Louvre. Johnson views this placement as a way to enter the cultural conversation. She notes that many existing sexual wellness brands feel offensive or tacky, particularly regarding female sexuality. Goiccochea learned from Johnson during their initial discussions. Johnson was launching her own brand but did not know where to begin.

Johnson narrated a documentary titled “The Disappearance of Shere Hite.” The film chronicles the life of the sexual educator known for the 1976 study “The Hite Report.” Hite surveyed thousands of American women about their sex lives. Her findings challenged traditional patriarchal ideas of sex. Roughly 70% of women in the study reported they could not achieve orgasm through penetrative intercourse. Johnson describes Hite as a strong and chic woman who told the truth. Johnson adds that Hite was run out of America for her work.

Goiccochea shares feedback from customers who were victims of sexual violence. Some of these customers wrote to say they were not ready to think about their past. They appreciated that Maude products felt neutral and did not make them feel uncomfortable. Goiccochea says these customers feel less ashamed using the brand. Johnson believes people need a safe space to speak honestly without fear of judgment. She describes the current climate as a cycle of progress and regression.

Johnson compares the need for better sex education to the popularity of the children’s teacher Miss Rachel. She suggests that a similar figure could help adults learn about their bodies. Johnson notes that the television show “Sex Education” was good but lacked basic information. She believes that education should start when children begin to understand their own urges. The lack of conversation around sex creates a disconnect between scripted stories and real life.

The company plans to continue educating consumers throughout their adult lives. Goiccochea emphasizes that people educate themselves at every point in their lives. Johnson’s production company, TeaTime, produced the Hite documentary. The brand continues to sell its aesthetic-focused products in major retailers. The Louvre exhibition remains a key example of the brand's cultural positioning.

The next phase of Maude's strategy involves maintaining its presence in cultural and retail spaces. The founders intend to keep the conversation about sexual health accessible. They aim to support people in talking about their experiences and accessing help. The brand relies on design to lower the barrier to entry for new customers. This approach differentiates Maude from competitors who use comedic or flashy marketing.