Dakota Johnson and Maude push for design-led sexual wellness

The intimate wellness brand Maude aims to treat sex as a standard component of health rather than a niche subject.

Co-creative director Dakota Johnson and founder Èva Goiccochea stated that the company designs vibrators, condoms, and candles with a focus on neutral aesthetics to reduce shame. They believe that clean design helps destigmatize the products for consumers who might otherwise feel uncomfortable using them.

Johnson joined the brand after meeting Goiccochea while looking to launch her own sexual wellness line. She noted that many existing brands felt offensive or tacky, particularly regarding female sexuality. The partnership led to Maude products appearing in major retailers like Sephora and Ulta Beauty. Two of the company’s vibrators were also featured in a museum exhibition at the Louvre.

Goiccochea explained that great design acts as a language for destigmatization. Johnson agreed, laughing at the contrast between Maude and the "comedy dildo" style of marketing she has seen in the past.

The conversation addressed recent events in sexual violence cases, including stories from Cornell University and the ongoing Russel Brand trial in the UK. Johnson said that victims need to feel safe speaking without facing severe backlash. She described the current social climate as having cycles of progress and regression.

Goiccochea shared that customers who have experienced sexual violence often write to the brand to express gratitude for the neutral design. These users reported that the products help them avoid feeling ashamed or uncomfortable during their recovery.

The pair discussed the gap in sexual education. Goiccochea noted that students in the United States typically receive only one or two hours of instruction in high school. Johnson pointed out that she did not know about the 1976 study by Shere Hite until her mother mentioned it. Hite’s research found that roughly 70% of women could not achieve orgasm through penetrative intercourse, a finding that caused significant backlash.

Johnson, who narrated the documentary The disappearance of Shere Hite, said Hite was run out of America for challenging traditional ideas. She added that formal sex education has largely been removed from schools. Johnson suggested that the country might need a specific, relatable teacher figure to explain these basics to young people.