Doré probably wouldn’t exist without our dear friend Éva Goicochea. She and Emily met ten years ago, and it was a call with Éva at the peak of the pandemic that planted the seed for Doré. Once you know Éva, that story isn’t surprising at all. She is full of brilliant ideas and is the biggest champion of her friends and community. Éva is the founder and CEO of maude, the sexual wellness brand she started with a background in public health and a mission to bring intimacy into the larger beauty and wellness conversation. maude just launched at Ulta Beauty and at Target Beauty Studio (right alongside Doré), where it’s the only intimacy brand in more than 600 doors. We love her thoughtful take on all things beauty. Meet Éva.
What is your morning beauty routine?
I'm an early riser, usually awake by 5 a.m. and in motion by 6. My husband and I walk our dogs, head to the gym, and then it's home for a quick yogurt, shower, and getting ready before I take the ferry into Manhattan. My beauty routine is decidedly unfussy. I wear sunscreen religiously and use maude's oil for body hydration. I've always preferred a few dependable rituals over an elaborate regimen.
And your evening routine?
In the evening, I take the ferry home, so both ends of my day come with a view of the city, which I never take for granted. At home, we keep things deliberately quiet. Always low lighting (don’t flip that switch!), the same jazz playlist, time with our dogs, and either making dinner or watching a show. Our home is something of a sanctuary from the pace of New York and I think when you live here, it’s important to keep that balance.
What products do you keep in your bag?
I'm a bit of a minimalist, so everything has to earn its place. I carry a small pouch of miniature beauty essentials, sunglasses, my wallet, headphones, and a tiny folding comb that's technically designed for beards but happens to be perfect for my bangs. I have a particular appreciation for things that are compact, portable, and quietly utilitarian (read: adorable).
How do you define beauty?
To me, beauty is authenticity and curiosity. It's having your own opinions, moving through the world with a sense of independence, and remaining open enough to connect with almost anyone. I'm drawn to people who are entirely themselves but endlessly interested in others. There's something incredibly beautiful about that combination of conviction and openness—it’s the opposite of the ugliness that is the era of self-involvement and entitlement we’re living in.
When do you feel most beautiful?
At 44, I've found a new appreciation for feeling strong and capable in my own body. Staying active has become less about appearance and more about the joy of movement and what my body allows me to do. There's a quiet confidence that comes with that, and I think it's a beautiful part of getting older.
Your brand maude just launched at Target Beauty Studio and Ulta Beauty. It's a huge milestone. Tell us about it!
When we launched maude in 2018, the ambition was to make sexual wellness an accessible, everyday part of personal care, rather than something relegated to the margins. Eight years later, we've entered nearly 1,000 new retail doors across Target Beauty Studio and Ulta Beauty, including being the only intimacy brand in more than 600 Target Beauty Studios.
It's an extraordinary milestone, particularly because we've built the company with a team of just seven people and a very deliberate point of view. I've always believed that sexual wellness belongs in the broader conversation around beauty, health, and wellbeing. These launches represent more than distribution. They reflect a meaningful cultural shift in how intimacy is understood and where it belongs. I'm proud that maude has played a part in moving that conversation forward.
And we have to ask, what’s your favorite address in France?Atelier Brâncuși at the Centre Pompidou in Paris. I've always been drawn to his work (no surprise if you look at maude’s devices), and there's something extraordinary about seeing his studio preserved as an environment rather than simply viewing individual pieces in a museum. It's an intimate portrait of an artist's mind and the relationship between the objects and the space around them. Unfortunately, it's currently closed for renovation.
In the meantime, I'd recommend an afternoon drink at Château Voltaire in Paris which feels like stepping into a beautiful home or Maison Empereur in Marseille, a wonderfully eccentric hardware and homewares shop that has been around since the 19th century. I love places that have retained their character and sense of history rather than being polished into anonymity.
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