If sex sells, Maude wouldn’t appear at first glance to know what it’s selling. At a launch party for the new sexual wellness brand last week, an understated affair in Manhattan’s SoHo, cofounders Eva Goicochea and Dina Epstein had a few of Maude’s “quickie” kits lined up on a table: travel-friendly packets that could pass for Jony Ive’s hypothetical take on a Soylent packet–but tucked inside are two condoms and a vial of lubricant.
At launch, Maude’s wares include two lines of personal lubricant (organic and silicone, in packaging that wouldn’t be out of place next to your Aesop hand soap), natural latex condoms (in buttercup-shaped packaging, so “you know which way is up”), and a waterproof silicone vibrator, chargeable via USB and dubbed the “vibe.” Eventually, Goicochea says, Maude may offer a subscription box, but for now customers can buy one of Maude’s prepackaged kits or create their own.
Maude isn’t the only sexual wellness company that’s trying to make sex products less pornographic and male-gaze-y in order to attract women. Brands like Sustain Natural center on women’s sexual health needs, offering “vagina-friendly” tampons and pads alongside condoms and lube. Unbound and Dame both carry women-focused sex toys and lubricant, though their branding skews younger–and louder–than Maude’s. Other companies, from Foria to Joylux to Lorals, target more specific sexual health needs.
Maude’s lineup is now available online, and the brand will primarily sell direct to consumers. But select products are also making their way to hotels–which Maude sees as a natural fit. The “vibe” and “quickie” are already available to guests at the Public in Manhattan, and Maude is in talks to distribute in-room products at a number of other hotels, too. “I think there’s this wide-open space for products in this category that feel elevated, and can live in a lot of interesting places,” Goicochea says, “whether it’s the gift shop of MoMA or a hotel.”
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