Maude, a contemporary and inclusive sexual wellness firm, has raised a $5.8 million Series A spherical.
The fundraiser was led by True Beauty Ventures with participation from U.Okay. shopper fund True, media firm William Morris Endeavor and Fable Investments, the enterprise fund of Natura & Co. Since its launch in April 2018, Maude has raised greater than $10 million in capital. Dakota Johnson of the “50 Shades of Grey” franchise is an investor, and joined the workforce as co-creative director in 2020.
With this elevate, Maude’s board can be all feminine and majority Latina — Cristina Nuñez of True Beauty Ventures and Paola Felipak of Fable are each becoming a member of.
“Maude is a category leader with a clear mission to democratize and destigmatize an antiquated view of sex while reframing intimacy as self care,” mentioned Nuñez in a press release. “Éva [Goicochea] is a visionary, fearless founder who has innovatively bridged the gap between sex, health and personal care through a thoughtful product offering that has redefined the meaning of modern intimacy for the consumer.”
The model, which expects to turn out to be worthwhile in 2022, has beforehand been funded by RRE, Cassius, Tune House Capital, Outbound Ventures, Vice Ventures and Patina Brands.
Maude sells an assortment of condoms, lubricants, vibrators, candles, bubble tub, therapeutic massage oil and physique washes, starting from $10 to $114 for a multiproduct equipment. In 2021, the model launched a brand new all-body massager, in addition to a spread of recent scents for his or her physique washes and candles. Goicochea famous her purpose for the model has at all times been to destigmatize sexual well-being.
“Sexual wellness has long been the last frontier in personal care, but the customer expects better,” Goicochea mentioned in a press release. “Like in beauty, we believe in taking an integrated and holistic approach — not a compartmentalized view of sex. At our core, we’re an evergreen brand thoughtfully built for the every day of your entire adult life.”
Goicochea plans to make use of the brand new capital to broaden Maude and the model’s message. The firm not too long ago employed two new staff, making it a workforce of 9, with plans to rent extra this yr. Funding can even be allotted towards increasing the product line, advertising and marketing and the model’s academic content material on their website. Maude’s choices will stay within the sexual wellness class.
Goicochea mentioned her final purpose is to pave the way in which for the sexual wellness class and make fashionable intimacy merchandise extra accessible as a every day wellness product. “It’s a part of our everyday existence,” Goicochea mentioned. “I really want people to feel like they don’t have to compartmentalize the category anymore.”
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