Maude
Maude is a Brooklyn-based modern intimate wellness brand designing and selling body-safe devices, lubricants, condoms, supplements, and body care direct-to-consumer via getmaude.com and through premium retailers including Sephora, Nordstrom, and Bloomingdale's across 35+ countries.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maude does
Maude (Maude Group, Inc.) is a modern intimate wellness consumer brand founded in 2018 by Éva Goicochea and headquartered in Brooklyn, New York, with actress Dakota Johnson serving as investor and Co-Creative Director since 2020. The company designs, manufactures, and sells a portfolio of body-safe products across five categories: devices (vibrators, plugs, sleeves), lubricants (water-, silicone-, and warming-based), condoms, supplements (female arousal and probiotic), and body care (massage candles, wash, bath salts, oils, ingrown hair oil), plus bundles and merchandise. Products use FDA-grade platinum-cure silicone, are phthalate- and latex-free, and incorporate proprietary hardware features such as the patent-pending flutter tip design and travel-mode activation.
Maude operates a hybrid direct-to-consumer and wholesale model. DTC runs through getmaude.com with a subscription offering (10-15% off recurring orders), a Ritual Builder bundle configurator (10-20% off by spend tier), and referral/affiliate programs. Wholesale distribution is anchored on Sephora, Nordstrom, Bloomingdale's, Revolve, Detox Market, Equinox, Free People, and Anthropologie, with 50+ international stockists across the US, Canada, UK, EU, and Australia reaching 35+ countries. Products are priced from $5 (entry condoms) to $79 (premium internal vibrators), with bundles priced higher.
The company has raised approximately $26.75M across six rounds (2017-2024), led consistently by True Beauty Ventures, with strategic investors including Flybridge, CASSIUS, Coyote Ventures, Fable Investments, and WME, plus a celebrity strategic investor (Dakota Johnson). Maude has been recognized editorially through MoMA Design Store inclusion, a Musée des Arts Décoratifs at the Louvre exhibit, and recurring features in Vogue, Forbes, GQ, Allure, and Cosmopolitan, and was a 2025 BeautyMatter NEXT Visionary Award finalist. Customer base has reached 600,000+ individuals served, and the company operates a content platform ("The Maudern") and partnerships with sexual-health nonprofits (SIECUS, Advocates for Youth, Peer Health Exchange) as part of its brand-building model.
Maude firmographics
Firmographics- Name
- Maude
- Legal name
- Maude Group, Inc.
- Website
- https://getmaude.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maude is a Brooklyn-based modern intimate wellness brand designing and selling body-safe devices, lubricants, condoms, supplements, and body care direct-to-consumer via getmaude.com and through premium retailers including Sephora, Nordstrom, and Bloomingdale's across 35+ countries.
- Ownership category
- akta.pro rank
Maude industry classification
Industry- Product category
- Sexual Wellness Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Sexual Wellness & Intimacy Products DTC (CRAFACAM)
- akta.pro secondary industries
- Vaginal Moisturizers & Lubricants (CRABAIAI), Natural & Clean Fragrance (CRABADAG), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)
Keywords
Where Maude is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Maude business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: Maude sells intimate wellness products including vibrators, lubricants, massage candles, condoms, supplements, and body care directly through its e-commerce website. Products are priced from $5-$79 with tiered discounts for bundle purchases.
- Wholesale Distribution: Products are sold through wholesale partnerships with major retailers including Sephora, Nordstrom, Bloomingdale's, Revolve, Detox Market, and international stockists across 30+ countries.
- Subscription Model: Maude offers a subscription service providing 10-15% discounts on recurring orders of devices, lubricants, and other products with flexible frequency options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including condoms and sample sizes |
| Unit Pricing | Pay-as-you-go | Core intimate devices and personal massagers |
| Unit Pricing | Pay-as-you-go | Lubricants and body care products |
| Unit Pricing | Pay-as-you-go | Supplements for intimate wellness |
| Subscription | Monthly | Bundle and ritual builder discounts |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Maude product offering
Product offeringCore offering
Maude designs, manufactures (via partners) and sells a portfolio of body-safe intimate wellness products including vibrators and plugs (vibe, vibe mini, spot, cone, band, dome), water-based, silicone and warming lubricants (shine aloe, shine silicone, heat), ultra-thin natural latex condoms (rise, rise plus), intimacy-focused supplements (libido, base), and body and scent products (burn massage candle, wash, soak, soothe, oil no. 0). Products are sold direct-to-consumer via getmaude.com and through wholesale partnerships with Sephora, Nordstrom, Bloomingdale's, Revolve, Detox Market and 50+ international stockists across 35+ countries.
Product overview
Maude is a modern intimacy company founded in 2018 by Éva Goicochea (with Dakota Johnson joining as investor and Co-Creative Director in 2020), based in Brooklyn, New York. The company offers a unified portfolio of body-safe intimate wellness products designed in-house, including: (1) Devices (vibrators and plugs) such as vibe, vibe mini, spot, cone, cone medium, band, and dome; (2) Lubricants including shine aloe (water-based), shine silicone, and heat (warming); (3) Condoms (rise and rise plus); (4) Supplements including libido (female arousal gummy) and base (immunity probiotic); (5) Body and scent products including burn massage candles, wash, soak, soothe, and oil no. 0; and (6) Bundles and accessories. All devices are made from 100% platinum-grade silicone (REACH passed/FDA grade) and are phthalate- and latex-free. The products are manufactured in China and sold through the company's e-commerce platform, major retailers (Sephora, Nordstrom, Bloomingdale's), and wholesale partners. Maude maintains a medical advisory board and has been featured in the Musée des Arts Décoratifs at the Louvre and MoMA Design Store.
Differentiator
Problem solved
Functional benefit
Products and services
- vibe
Quantifiable outcome
- 600,000+ customers served
- +1 more outcomes
Companies that use Maude
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles1 record
Maude technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maude partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- Wuthering Heights FilmminorLimited-edition Come Undone Kit launched in partnership with the Wuthering Heights film, featuring massage candle, body oil, and collectible film elements
- Museum of SexminorPartnership celebrating opening of Museum of Sex's Miami location with 100 Years exhibit; collaborative merchandise including hoodies and tees
- SIECUSminorSex education advocacy organization; Maude supports through merchandise collaborations and giveback partnerships
- Advocates for YouthminorOrganization supporting young people's access to sexual health information; Maude supports through giveback partnerships
- Peer Health ExchangeminorOrganization creating educational opportunities for college peers to share sexual health resources; Maude supports through giveback partnerships
- SephoracoreMajor beauty retailer carrying Maude products in US and international locations
- NordstromcorePremium department store carrying Maude products nationally
- Bloomingdale'scoreDepartment store chain with Maude product placement
- BrooklinenminorPartnership content featured on The Maudern blog for lifestyle integration
- SURIminorBrand partnership featured on The Maudern blog
- Vogue BusinessminorParticipated in Vogue Business Future of Wellness event in March 2026 discussing wellness industry trends
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Maude competitors and assessment
Company assessmentDirect peers
- Unbound: Unbound is a NYC-based sexual wellness DTC brand with a design-led, inclusive marketing approach similar to Maude. Both brands target the same modern consumer aesthetic and compete in vibrators and accessories.
- Foria: Foria is a wellness-oriented sexual health brand known for arousal oils, lubricants, and intimacy supplements. Foria's emphasis on plant-based intimacy wellness closely mirrors Maude's Libido supplement and Shine lubricant positioning.
- LELO: LELO is a global premium sexual wellness brand offering vibrators, lubricants, and massage products. LELO competes directly with Maude in the premium device category and has broader international distribution as an established incumbent.
- Satisfyer: Satisfyer is a global sexual wellness brand specializing in air-pulse and vibrator devices with strong mass-market retail presence. Satisfyer competes with Maude primarily on price and breadth in the device category.
- Dame Products: Dame is a NYC-based sexual wellness brand designing vibrators and intimate products with a similar design-forward, body-safe positioning. Dame and Maude compete head-to-head in the DTC premium vibrator category and share retail partners such as Sephora.
- MysteryVibe: MysteryVibe is a sexual wellness device company offering app-connected vibrators designed with medical input. MysteryVibe competes with Maude's Vibe, Spot, and Vibe Mini in the premium, clinically-credentialed device segment.
Broad incumbents
- Church & Dwight (Trojan): Church & Dwight's Trojan is the dominant US condom brand. Trojan competes with Maude's condom line at the mass-market level and represents the entrenched incumbent against which Maude's premium positioning must differentiate.
- Reckitt (Durex / Durex Real Feel): Reckitt's Durex is the global leader in condoms and sexual wellness. Durex competes with Maude's Rise and Rise Plus condoms on a mass-market basis with significantly larger scale and distribution.
Emerging players
- Crave: Crave designs compact, luxury vibrators with a tech-forward aesthetic. Crave overlaps with Maude in the premium, design-led device category but with a smaller product line and earlier stage of distribution.
- The Honey Pot Company: The Honey Pot is a plant-derived feminine care brand sold at Target and other mass retailers. The Honey Pot overlaps with Maude's feminine wellness positioning (lubricants, washes) but is centered on hygiene rather than intimate devices.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Maude social profiles
Digital presenceMaude financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maude leadership team
Management profileNumber of profiles
Profiles1 record
Maude funding detail
Funding detailFunding overview
Funding rounds6 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maude M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maude
What does Maude do?
Maude designs, manufactures (via partners) and sells a portfolio of body-safe intimate wellness products including vibrators and plugs (vibe, vibe mini, spot, cone, band, dome), water-based, silicone and warming lubricants (shine aloe, shine silicone, heat), ultra-thin natural latex condoms (rise, rise plus), intimacy-focused supplements (libido, base), and body and scent products (burn massage candle, wash, soak, soothe, oil no. 0). Products are sold direct-to-consumer via getmaude.com and through wholesale partnerships with Sephora, Nordstrom, Bloomingdale's, Revolve, Detox Market and 50+ international stockists across 35+ countries.
Is Maude a public or private company?
Maude is a private company. It is classified as venture growth investor backed and is currently operating.
When was Maude founded?
Maude was founded in 2018. It employs 11 to 50 people.
Where is Maude based?
Maude is headquartered in New York, United States, in the North America region.
How does Maude make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are wholesale Distribution and subscription Model.
Who are Maude's main competitors?
Direct peers on record are Unbound, Foria, LELO, Satisfyer, Dame Products and MysteryVibe. Broad incumbents are Church & Dwight (Trojan) and Reckitt (Durex / Durex Real Feel). Emerging players are Crave and The Honey Pot Company.
Does Maude have an API?
No public API is recorded for Maude.
What industry is Maude in?
Maude's product category is Sexual Wellness Products. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC, with a secondary code of CRABAIAI, Vaginal Moisturizers & Lubricants. Its NAICS code is 456120 and its SIC code is 2840.