Maude is the first private care brand in Sephora

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Over the past few years, people have become increasingly aware of the value of pleasure to all anatomical organs, how masturbation can help facilitate that pleasure, and how pleasure tools can support the experience. And by the end of 2022, Well+Good has predicted that the latest iteration of the pleasure revolution will see businesses introduce mid-tier intimate care products and sex toys. focus in their brick-and-mortar stores. Looks like we’re making money: Maude, an inclusive intimate care line known for its powerful, sophisticated vibrators, just became the first vaginal and sexual health company to sell its products at actual Sephora stores.

The launch of the brand at Sephora’s more than 260 locations — with four products — is a big win in bringing sexual wellness and intimate care products out of the box, says founder Maude. dark, away from stigma and in the hands of more people, said founder Maude and CEO Éva Goicochea. “We always believe that [the intimate care category] she needs to be in a reputable retailer because when you only see it in sex shops and pharmacies, it continues to be offensive and commoditized for this category,” she said. . “But when you start to see it in places where you would buy your favorite personal care or beauty products, you start to realize that this category is just as important. poor—the context is everything to do with the development of sexual health.”

How Maude’s in-store launch in Sephora is a win for intimate care accessibility

Sephora has been selling sexual wellness products online for over a year from Maude and Dame. And given the positive reception by consumers, the move to in-store offering is hardly surprising. In late 2022, Cindy Deily, Vice President of Skin Care Business at Sephora, told Well+Good that the sexual wellness category was growing for the beauty retailer: “Your customers are Sephora is actively procuring this category…We look forward to continuing to grow and expand as we strive to meet our customers’ growing needs.”

There’s more good news for consumers who are hungry for intimate care products: According to market forecasts, the global sexual wellness market — including things like sex toys, condoms rubbers, lubricants and supplements — is expected to grow from $28.22 billion this year to $44.23 billion by 2028.

While the work to define vaginal health and sexual health products has yet to be done, Sephora’s in-store sale of Maude is a huge step forward. Maude products are available in other stores worldwide, but Sephora’s position as a major supplier of quality luxury goods is especially important to Goicochea. Housing Maude products under that luxury umbrella, she says, help bring intimate care products into the mainstream and remove the stigma associated with them.

“When you just see [intimate care products] only in sex shops and pharmacies does it continue to cause the discomfort and commoditization of this category.”—Éva Goicochea, founder and CEO of Maude

The in-store launch also offers the opportunity for multiple customers to find what they need in one place. Goicochea points out that there is a wide selection of cosmetics and skin care products across retailers. That is, whether you want bold or simple makeup products, there are plenty of brands to choose from and where you can find them (think: department store blush, luxury store). or in the pharmacy aisle). That’s not really the case right now for products related to sex and intimacy. “We should have a choice,” she said. With Maude’s products in Sephora, she’s making that happen.

The four Maude products in the store at Sephora include massage candles, lubricants and two shower gel products, which Goicochea says specifically bridge the gap between skin and body care that anyone can. use. Buy them below (and keep an eye on them the next time you visit Sephora).

Buy 4 Maude products currently available at Sephora stores:

Our editors independently select these products. Purchases through our links can earn Good+Good commissions.


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