"Indie beauty and wellness brands have made it their mission to streamline your shopping experience. Glossier
picked subdued millennial pink packaging for its tight edit of beauty products, while Everlane
launched with a well-curated offering of basics, like quality white tees and leather tote bags. The sex essentials category, though, has been mostly left out of this market revolution (as any trip to a sex store should prove).
Eva Goicochea and Dina Epstein wanted to put an end to what they say was a gendered, overly complicated approach to sex essentials, like lubricant, condoms, and vibrators, so they came together to launch Maude, a sex essentials brand with the aim to make sex "better for all people."