Brooklyn-based Maude seeks to destigmatize sexual health with its line of modern wellness products. Founding CEO Eva Goicochea and creative director Dakota Johnson are weaving a new narrative that heralds inclusivity and sex positivity. To them, the interplay between self-care and sex deserves a place in every person’s care routine, no matter their preferences. Maude’s hand-harvested bath salts and hand-poured massage candles—with notes of cedar leaf and amber date—help alleviate tension while generating an intimate atmosphere. Aloe- and water-based personal moisturizers, organically formulated to ideal osmolality, can be used with latex and all sexual toys. Multi-speed body massagers and vibrators—minimalist, discreet and made with water-resistant, platinum-grade silicone—are designed for erogenous stimulation. By challenging dominant conversations around sex, Maude offers consumers both physical and emotional fulfillment.