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.
“Sexual wellness is an inseparable part of self care, which is an idea that maude has championed from day one,” said maude founder and CEO Éva Goicochea. “Intimacy goes far beyond the bedroom, sitting at the nexus of wellness, health, and beauty. maude champions a holistic view of sexual wellness, and we're thrilled that our partnership with Ulta Beauty will help us bring that mission to even more customers.”
“Intimacy belongs in the conversation around wellness because it’s part of how we feel, connect, and care for ourselves,” said maude co-creative director Dakota Johnson. “That belief has always been central to what we’re building at maude.”
Ulta Beauty guests will be able to shop a range of maude’s sexual wellness products created for use before, during, and after sex, including maude’s mood-setting massage candle, the award-winning ‘vibe.,’ organic lubricants, an aftercare-ready body oil, and more:
- vibe grey., a 3-speed, flutter tip vibrator designed for focused external stimulation
- shine aloe. (4oz), a water-based personal lubricant with organic aloe
- shine silicone. (4oz), a long-lasting, silicone-based lubricant
- oil., an organic body and massage oil
- burn., maude’s soy-based massage candles formulated with skin-softening jojoba and soybean oils, designed to be poured onto skin once melted and extinguished, in the scent green room (no.3), with notes of eucalyptus, sandalwood, cassis, and Haitian vetiver
"At Ulta Beauty, we're continuously evolving our Wellness by Ulta Beauty assortment to reflect the ways our guests are redefining self-care. As the lines between beauty, wellness and self-care continue to blur, we're seeing guests embrace a more holistic approach to their wellbeing, with intimate care becoming an increasingly important part of that conversation," said Laura Beres, Vice President of Wellness, Ulta Beauty. "maude is bringing a fresh perspective to the category through thoughtfully designed products that make sexual wellness feel modern, approachable and relevant to everyday life, with intentional design at the core of the brand. We're excited to partner with maude and bring its innovative, design-forward products to millions of guests, furthering our commitment to building a wellness destination that meets guests wherever they are in their individual journeys."
maude will be available beginning September 27th in Ulta Beauty stores across the U.S. and on ulta.com.
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 2,700 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.
For more information, visit www.getmaude.com.
About Éva Goicochea
Éva Goicochea is the Founder, CEO, and Creative Director of maude, the modern intimacy company redefining sexual wellness through thoughtful design, quality, and accessibility. Since launching the company in 2018, she has raised more than $13 million in venture capital, led the first sexual wellness brand into Sephora stores, and helped bring the category into mainstream culture through partnerships with retailers, museums, and healthcare organizations. Recognized by Vogue Business, WWD, Forbes, and BeautyMatter, Éva is a frequent speaker on entrepreneurship, branding, design, leadership, and the future of consumer culture.
