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Modern Intimacy Brand maude Launches in Ulta Beauty
[New York, NY] – [September 21, 2026] – maude, the modern sexual wellness brand founded by Éva Goicochea with Dakota Johnson as co-creative director, announces its launch at Ulta Beauty. Ulta Beauty, the nation's largest beauty retailer, will carry an assortment of maude’s thoughtfully designed devices, bodycare, and more beginning September 27, introducing the brand’s approach to intimate care to millions of new customers. This partnership marks a major retail expansion for maude and signifies a milestone in Ulta Beauty's continued investment in sexual wellness as a core pillar.
maude.prezly.com

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About maude

maude is a modern sexual wellness company redefining intimacy with quality, simplicity, and inclusivity. Since its launch in 2018, maude’s award-winning essentials have been recognized in over 2,200 press features, including Forbes, The New York Times and Vogue globally, and have earned dozens of product and industry accolades, including one of WWD’s Most Powerful Brands and Beauty Inc’s Power Brands. In 2020, Dakota Johnson joined as Co-Creative Director, further shaping the brand’s vision. With a commitment to accessibility and education, maude partners with organizations to support sexual health initiatives.

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getmaude.com