Éva Goicochea founded New York-based sex and wellness brand Maude in 2018, disrupting the existing intimate health market with ‘quality, simplicity and inclusivity’. Today, it is one of the leading names in the industry, backed by Dakota Johnson (who is also Goicochea’s co-creative director).
Maude launched in the U.K. in 2022. Last year (2023) its gender-neutral toys and lubricants became the first of their kind to hit the shelves at Sephora. Beautiful enough not to be secreted away in a drawer, its design-led devices speak to a progressive and contemporary attitude to sexuality. So it was only a matter of time before they would go on display in a gallery setting. Last week (15 October 2024) the ‘Vibe’ personal massager and ‘Spot’ vibrator became part of a new exhibition at Musée des Arts Décoratifs in Paris titled ‘Private Lives: From the Bedroom to Social Media’.
