Eva Goicochea

Éva Goicochea is an American entrepreneur and creative director who founded Maude, a sexual wellness company that has raised $13.3 million and expanded to 33 countries since its 2018 launch.^[2] The company has transformed the sexual wellness industry through design-forward products and destigmatized marketing, securing partnerships with major retailers including Sephora.^[6]

Born in New Mexico to a 17th-generation New Mexican family, Goicochea built her career in brand building and social media before founding Maude.^[8] She previously served as Head of Social Media, Culture, and Hiring at Everlane during the company's early growth phase and co-founded Tinker Watches before launching Maude.^[8] Under her leadership, Maude has achieved projected 2024 revenue of $10-20 million and distribution across 500 retail doors in 16 countries.^[2]

Goicochea has been recognized as one of only 10 Latinas to raise over $10 million in consumer goods and has received multiple industry honors, including Entrepreneur Magazine's 100 Powerful Women in 2019 and BeautyMatter's Changemaker of the Year in 2025.^[2]

Goicochea was born in New Mexico to a family with deep regional roots, describing herself as a 17th-generation New Mexican with maternal family from Mexico and paternal family from New Mexico.^[8] She earned a Bachelor of Arts in Organizational Communications from California State University-Sacramento and studied Advertising & Marketing at the Fashion Institute of Technology.^[8]

In 2017, she completed a certificate program in Entrepreneurship Essentials at Harvard Business School, preparing for her transition from employee to founder.^[8] Her early career began in healthcare legislation as a legislative aide at the California Medical Association before transitioning to brand building and marketing roles.^[8]

Early Brand Building (2012–2015)

Goicochea joined Everlane in 2012 as employee number seven, serving as Head of Social Media, Culture, and Hiring during the company's pivot to "radical transparency."^[8] She built out the company's social media strategy, culture initiatives, and talent acquisition processes during a critical growth phase.^[8] Prior to Everlane, she held marketing and ecommerce roles at Josie Maran Cosmetics, developing expertise in digital brand building.^[8]

Tinker Watches (2015–2018)

In 2015, Goicochea co-founded Tinker Watches with her husband and a designer, gaining her first experience as a company founder.^[8] The venture provided entrepreneurial experience that would inform her approach to building Maude.^[8]

Maude (2018–present)

Goicochea founded Maude in 2018 with the mission to modernize sexual wellness through quality, simplicity, and inclusivity.^[2] The company launched with a focus on design-forward products that destigmatize intimacy, positioning sexual wellness as approachable as beauty care.^[2]

The company raised $5.8 million in Series A funding in 2021, bringing total funding to $13.3 million.^[4][2] Maude secured a partnership with Sephora in 2022, marking a significant milestone for sexual wellness retail distribution.^[6] By 2024, the company achieved distribution across 33 countries direct-to-consumer and 500 retail doors in 16 countries, with projected annual revenue of $10-20 million.^[2]

Goicochea has received multiple industry recognitions for her work transforming the sexual wellness category. She was named to Entrepreneur Magazine's inaugural 100 Powerful Women list in 2019 and Forbes Next 1000 in 2021.^[2] In 2022, she received the CEW Female Founders Award alongside Bobbi Brown and Jeanine Lobell.^[2]

She was recognized in Vogue Business's 100 Innovators list in 2023 in the beauty disruptors category and named Entrepreneur of the Year by Beauty Independent at the 2023 Beacon Awards.^[2] BeautyMatter named her Changemaker of the Year in 2025, recognizing her industry transformation efforts.^[2]

As one of only 10 Latinas to raise over $10 million in consumer goods, Goicochea has become a prominent voice for diversity in entrepreneurship and the importance of inclusive product design.^[2]

Goicochea lives in New York City with her husband and pets.^[5] She maintains connections to her New Mexican heritage and has spoken about the cultural significance of her work beyond its health impact.^[8]