![]() The pair made an uncanny match: two thirtysomething brunettes with twinning sets of bangs. Above the actor in my grid of talking heads was Goicochea, at the company’s six-person office in Brooklyn. “It’s kind of cool for me to come to a company that’s already flying, and then I just get to do fun stuff,” Johnson said with a sly smile, speaking from her Los Angeles home via Zoom last week. The actor is also an investor, having joined the latest $2.2 million seed round that counts venture-capital firms alongside high-profile people, including choreographer Benjamin Millepied and fashion retailer Steven Alan. It also finds a new voice, with today’s announcement that Dakota Johnson has signed on as Maude’s new co-creative director, focusing on sustainability initiatives and product development for the expanding body-care range. Two and a half years later-in the midst of a pandemic that has seen more than 22,000 pre-orders of Maude’s best-selling Vibe-that message of optimism finds plenty of listeners. The brand’s tagline, after all, had the ring of an upbeat mantra: “A better morning is coming.” “It has to become a practice”-but not, she added, a chore. “The idea is wellness and integration into your everyday life-and I know that’s super, super overused,” the founder acknowledged, referring to the still burgeoning (and already cliche) self-care movement. ![]() The initial four-piece drop was understated, with smartly packaged condoms, a three-speed vibrator in dove gray, and two types of lube. “Sex is like exercise in that when you do it, you feel better,” Éva Goicochea told me in the spring of 2018, shortly before the launch of Maude.
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