Maude closed an additional funding round of $2.2 million, bringing its total seed financing to $3.7 million. The round was led by Cassius with participation from True, Outbound Ventures, Vice Ventures, and Patina Brands.
WHO: Maude was founded by Éva Goicochea in April 2018 after successful careers in healthcare legislation and brand strategy. As a brand built on quality, simplicity, and inclusivity, Maude is a modern intimacy company focused on sexual wellness for all people. The brand launched with four sex essential products and expanded to bath and body products, taking intimacy outside of the bedroom.
WHY: The funding will be used to grow the team as well as expanding the product range and content platform. The raise will also support the expansion into larger key retailers in 2021.
IN THEIR OWN WORDS: “Dakota [Johnson] so clearly embodies Maude’s mission. She fearlessly has taken on the subject of sex and intimacy through her work—becoming a powerful voice for inclusivity and progress. Her elevated eye for design and sharp sense of humor connect so seamlessly to our aesthetic,” says Maude founder and CEO Éva Goicochea. “On top of that, her venture into production through her company Teatime Pictures shows not only her entrepreneurial spirit but support of strong female voices.”
“Sexual wellness is a fundamental human right. Maude’s ethos is something I strongly support, and is symbiotic with my core beliefs surrounding sexual health,” says Dakota Johnson. “Furthermore, the caliber and aesthetic of these products is excellent and elevated, and I love them. I am truly delighted to come on board as Co-Creative Director, hoping to weave sustainability and awareness/education-based initiatives into the fabric of the company, while delivering beautiful and quality sexual wellness products, accessible to all humans.”
“At its core, Maude is a company that strongly believes in increasing access to care for all bodies, to decreasing stigma, and to changing the narrative on sexual health such that people feel comfortable embracing this as a part of their normal healthy lives,” says Dr. Jennifer Conti, advisor to Maude.
“The sexual wellness industry has been monopolized for so many years by the same tired male-focused incumbents and hyper-feminine, trend-focused newer brands,” explains Goicochea. “Our take at Maude is that sex is human and we’re building a company that completely rethinks the approach to the category.”
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