The Maude founder and CEO on the mantra and familial ties that keep her grounded.
– KEYS SOULCARE
Éva Goicochea is on a mission to spice up all of our sex lives. Her secret weapon? Her company, maude. Part shop, part sex education platform, and 100% sensual sanctuary for those in need of tips, treats, and identity representation, maude is making the sexual wellness space more accessible (and elegantly designed) — one satisfied customer at a time.
As founder of one of the few PoC-owned sexual wellness spaces, Éva is helping to pave the way for generations to come by honoring her Latinx roots while bringing awareness to all things intimacy. In a recent chat, Éva tackled our signature Soulcare 7 to share the inspo and rituals keeping her motivated to push boundaries of all kinds.
1. Your favorite daily ritual that’s just for you?
I swapped coffee for matcha, [which is] something I never thought I liked. Now, I look forward to the ritual of making a cup in the morning.
2. Your dream for the future?
I want to grow maude [into] a global company that I continue to work with and for. And, then one day, I’ll step back and dedicate my entire life to rescuing animals. It’s always how I imagined my later years.
3. Your favorite part about yourself?
I’m fearless, for the most part, and have a curiosity that brings together people and ideas.
4. How do you take a moment for yourself?
Browsing bookstores — for hours.
5. Your personal mantra of the moment?
Savor the now.
6. What music, book, and/or podcast are you vibing to?
I listen to a lot of Nils Frahm, Tribe Called Quest, and Stan Getz.
7. What does beauty look like to you?
What’s a ritual switch-up you’ve made that has brought you joy? Share in the comments.