REBEL WOMEN: EVA GOICOCHEA
Eva Goicochea, founder of sexual wellness brand maude, on her journey so far, and advice for women following in her footsteps.
A friend of D&D said long ago that you come to New York for the job, but you stay for the women, and it may be one of the truest statements we’ve heard. NYC is a place where ambition and boldness concentrate, and the thing about women who go their own way, carve out the life, career, and world that they want, is that it gives others the permission and motivation to do the same. Eva Goicochea is one such woman. She founded maude, a modern sexual wellness company that produces a line of carefully considered and refreshingly pared-down essentials. Think condoms that don’t look like they’re destined for the back pockets of chest-beating frat kids on spring break; candles, lubes, bath and body oils in the chicest dark glass.
Stuff that you not only can leave laying around but actually want to. By considering the barriers to women buying sexual wellness products and making a product for everyone, Eva’s managed to switch up the macho and oft-tacky culture of sex industry; championing inclusivity, quality, gender-neutrality, and sex that is both empowered and safe. She’s also deeply concerned with elevating the sensory rituals of home - burning candles, setting a mood, and unplugging from the outside world by slipping into a bath.
Unshockingly, Eva’s home is the sort of place you want to spend as much time in as humanly possible; a calming and airy oasis that makes one forget that you’re actually smack bang in the middle of (what was on this day, a sticky, sweltering) Brooklyn. We chatted to Eva about her home, ethos, and favourite way of peeling oranges.
What inspired you to start Maude?
Having been interested in public health (I was a legislative aide in healthcare early in my career) and coming from a product background as a brand and social media strategist later on for mission-driven companies like Everlane, I always aspired to create a consumer goods company that solved for everyday wellness specifically in sexual health because ultimately, I believe that it’s the foundation for how we feel about ourselves and others.
But from sex expos to seedy shops, the “family planning” aisle to porn, the industry could not be further from the basic human side of this totally universal act—not to mention that it has been mysogonistic, narrow-minded, and totally lacking inclusivity for too long. Realizing that there was no sign of it changing, I decided to create maude.
What are you most proud of?
Building the next chapter of sexual wellness fearlessly and with as much excitement as I had on day one every single day thereafter. I love what we're building at maude and I'm honored to work with my team and to create something that makes people happy. That and my marriage. Damn, I love that man.
What do you and your husband have in common?
We're pretty similar: Contrarians who love animals, history, and cities. We discovered early on that we both peel oranges the same way.
Brilliant. What’s the best advice you’ve ever been given?
Don't let anyone live rent free in your head.
And what advice would you give to women who are carving out a space for themselves in a male-dominated industry?
Think like a race horse: Blinders on, finish line in mind, strength on display. Like above, the resilience you need to carve out your own space isn't about how much you can take what others throw your way, but it's more about not even paying attention. Of course it's important to understand the landscape you're in and to do the research, but after that it's about focus.
So which trait do you admire most in other women?
Resilience. Women are ubiquitously faced with the same challenges: Being underestimated, demeaned, infantilized, treated like they're weaker because they're more empathetic, or like they're "crazy" when they're strong. But women are resilient.
That they are! Your home and personal style is so considered, there’s such a clear aesthetic. What was your style like at age, say, 17? How has your relationship with clothes changed?
I was in Catholic school wearing khakis and polo shirts every day—I didn't have much choice. Weirdly enough, I got voted "best dressed" in my class. It makes no sense. Now, I dress for form and function. I like simple styles, muted colors, and really wearable fabrics. Like every New Yorker, you can catch me in black most of the time. .
What’s your favourite item of clothing?
Ironically, I love pyjamas. If I could live in matching sets of pyjamas every day, out and about, I would.
What’s for breakfast?
Scrambled eggs with a side of sourdough toast with butter & jam and an almond latte, preferably in bed with the newspaper on the side.
And lastly, what in your home brings you the most joy?
My five rescued pets: Two Persian cats, Winnie and Bea, and our three rescued Shih Tzus, Addy, Sofie, and Luisa.
