Dakota Johnson Promotes Sexual Wellness Through Maude

Actor Dakota Johnson is helping reshape conversations about sexual health through her role as co-creative director of Maude, an intimacy brand founded by Éva Goicochea. Their collaboration focuses on making sexual wellness more accessible, reducing stigma surrounding female sexuality, and encouraging better education about intimacy throughout adulthood. Maude sells vibrators, condoms, candles, and lubricants through major retailers including Sephora and Ulta Beauty.

Two of its vibrators have also appeared in a museum exhibition at the Louvre, bringing the brand's approach to intimate products into a prominent cultural institution. Johnson became interested in Maude while considering the development of her own sexual wellness company. She had concerns about products and marketing approaches that she considered offensive, tacky, or dismissive of female sexuality.

An introduction to Goicochea led to their professional partnership.

Goicochea believes product design can influence how people perceive sexual wellness. She explained that thoughtful design can help remove stigma, particularly by moving away from the comedic presentation traditionally associated with sex toys.

The partnership also addresses broader concerns about sexual violence and misconduct. Johnson highlighted the importance of creating environments where victims can discuss their experiences without fear of judgment or retaliation. She also emphasized the need for accessible education and support for people affected by sexual misconduct.

Goicochea said Maude receives messages from customers who have experienced sexual violence. Some have explained that the brand's neutral product designs make them feel more comfortable engaging with their sexuality without experiencing shame.

Education remains another central part of the company's mission. Goicochea noted that sex education in the United States often receives limited attention during adolescence, leaving adults without sufficient knowledge to navigate conversations about intimacy later in life. She said Maude aims to support customers throughout adulthood because learning about sexuality and personal relationships continues beyond the school years. The company views sexual wellness as an ongoing aspect of personal health rather than a subject limited to teenagers.

Johnson has also supported efforts to preserve the legacy of sexual health researcher Shere Hite. Her production company, TeaTime, produced the documentary The Disappearance of Shere Hite, which Johnson narrated. Hite became widely recognized for her 1976 study, The Hite Report: A Nationwide Study of Female Sexuality.

The research examined the sexual experiences of thousands of American women and challenged traditional assumptions about female sexuality. One of the study's most significant findings was that roughly 70% of women were unable to achieve orgasm through penetrative intercourse. Its conclusions generated considerable backlash and challenged established patriarchal attitudes toward sex.

Johnson described Hite as an outspoken figure whose work was publicly dismissed despite addressing important realities about intimacy. She also recalled learning about the researcher through her mother and women from her mother's generation.

School-based sexual education remains a concern for both Johnson and Goicochea. Johnson pointed to the limited availability of comprehensive instruction and argued that inadequate education can contribute to misunderstandings about sexuality and harmful behavior. Although the television series Sex Education offered some useful material, Johnson believes it did not provide enough basic information about sexuality. She and Goicochea have discussed the need for more accessible educational resources that address human sexuality throughout different stages of life.