s**, akin to exercise, bestows a sense of well-being upon engagement, as expressed by Éva Goicochea back in 2018 before the debut of Maude.

The initial collection featured discreetly packaged condoms, a three-speed vibrator in a subtle dove gray hue, and two varieties of lubricant.

Embracing the concept of wellness and seamless integration into daily routines, the founder recognized the prevalent yet cliched trend of self-care.

She emphasized the transformation of this notion into a consistent practice rather than a mundane task, encapsulated by the brand’s uplifting motto: “A better morning is coming.”

Fast forward two and a half years, amidst a pandemic that has witnessed over 22,000 pre-orders of Maude’s popular Vibe, this message of optimism continues to resonate widely.

The announcement of Dakota Johnson joining as Maude’s new co-creative director brings a fresh perspective, focusing on sustainability initiatives and expanding the body-care product line.

Not only does the acclaimed actor assume this role, but she also becomes an investor following her participation in the latest $2.2 million seed funding round alongside notable figures like choreographer Benjamin Millepied and fashion mogul Steven Alan.

Reflecting on her involvement, Johnson expressed her excitement in contributing to a thriving company where she can engage in enjoyable tasks.

Speaking from her residence in Los Angeles via Zoom, she jovially mentioned the coincidence of resembling Goicochea, both sporting similar bangs.

Drawing attention to their likeness, Johnson humorously shared her recent haircut post wrapping up filming for the movie “The Lost Daughter,” directed by Maggie Gyllenhaal based on Elena Ferrante’s work.

The alignment between Johnson and Goicochea extends beyond their physical resemblance to mutual acquaintances and an unexpected connection through the entertainment industry.

Their collaboration unfolded seamlessly, reminiscent of a fortuitous pandemic-era match-up.

Johnson’s introduction to Maude via Instagram and subsequent interactions highlighted their shared vision and design sensibilities, laying the foundation for a promising partnership.

Amidst the pandemic, Maude’s Stay in Bed kit has witnessed high demand, with the restocked original gray vibrator set to ship out in mid-December.

Both Johnson and Goicochea share an appreciation for Danish modern aesthetics, emphasizing their common ground in design preferences.

Green features prominently in their choices, symbolizing gender neutrality and a nod to nature, a theme integral to Maude’s ethos centered on the significance of s**ual well-being as a fundamental aspect of human existence.

Despite initial challenges in dispelling misconceptions surrounding Maude’s target audience, Goicochea emphasizes the inclusive nature of the brand, transcending gender boundaries in acknowledging the diverse dynamics of human relationships.

The evolving cultural landscape, propelled by women-driven movements such as #MeToo, underscores the importance of fostering safe and respectful environments, exemplified by initiatives like intimacy coordinators on film sets championed by industry figures like Gyllenhaal and Wilde.

Reflecting on the changing narrative around intimacy and sexuality, Johnson noted the progression towards more conscientious handling of vulnerable moments on screen.

She highlighted the parallel drawn between the meticulous care taken in fight scenes and the emerging focus on intimate encounters, acknowledging the ongoing global dialogue on s**ual well-being while recognizing the journey toward greater awareness and inclusivity.