This Startup Is Un-Gendering Sexual Wellness Products

This Startup Is Un-Gendering Sexual Wellness Products
Design

Maude, which launched this month, makes sex products with a minimalist design that amplifies inclusivity and simplicity

Jennifer Passas
  • 16 april 2018

Maude is on a mission to offer an alternative to out-dated and highly gendered sex products. The startup launched its first ‘Sex Essentials’ line earlier this month, which includes two kinds of lubricant, condoms, a vibrator and a travel kit.

Maude employs minimalist design in hues that range from off-white to brown. The company’s founders, Eva Goicochea and Dina Epstein, made this choice to convey the inclusivity of their products for all genders and sexual preferences. With the brand values of inclusivity, simplicity and quality, Maude wants to change the culture of the sex industry and “simplify sex.”

The Vibe vibrator, which is part of the collection, has a streamlined form and a water-poof silicone shell. The Rise lubricated condom is made from 100% natural latex and comes in an off-white package with minimal branding. The third part of the collection is the Shine lubricant, available in silicon or a lubricant made from aloe and green tea. It comes in a medicinal-style bottle with simple white graphics.

Both Goicochea and Epstein have many years of experience in branding and product design and experience, and they wanted to apply it to a collection of sex products that are welcoming to all.

As gender identity and gender expression outside of the two most culturally accepted genders—male and female—becomes more visible and accepted, brands will need to adapt and respond by marketing their products to suit a new cultural audience. There are a number of brands, including Hiscurious, that like Maude are breaking away from traditional definitions of gender and catering to an audience that is less interested in a binary view of gender and sex.

Maude

Maude is on a mission to offer an alternative to out-dated and highly gendered sex products. The startup launched its first ‘Sex Essentials’ line earlier this month, which includes two kinds of lubricant, condoms, a vibrator and a travel kit.

+Brand Development
+Brand Introduction
+branding
+Design
+Food
+gender
+Grocery
+inclusivity
+Luxury
+product experience
+Sex
+sexual health
+Sustainability
+wellness

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