Sexual wellness brand, Maude, has closed $5.8 million in series A funding, bringing its total raise to $10 million to date. The round was led by beauty and wellness investment fund, True Beauty Ventures, with additional participation by Fable Investments, WME, and U.K. consumer fund, True. The brand’s founder, Éva Goicochea, is one of only 15 Latinx women to raise over $7 million in venture capital funding. As a part of this raise, Maude’s board will now be entirely female and majority Latina, with Cristina Nuñez (True Beauty Ventures) and Paola Felipak (Fable) taking seats.

Launched in April 2018 with the goal of destigmatizing the category with unassuming, gender-neutral personal wellness items, Maude expanded into the bath category in October 2019, followed by body care in 2020. In early 2021, the company released an all-body massager and new scent collection to further its commitment to making sexual wellness synonymous with self-care.

“Sexual wellness has long been the last frontier in personal care, but the customer expects better,” said Éva. “Like in beauty, we believe in taking an integrated and holistic approach—not a compartmentalized view of sex. At our core, we’re an evergreen brand thoughtfully built for the every day of your entire adult life.”

This raise follows a successful year for the early-stage company which experienced 50 percent quarter over quarter growth and the addition of actress Dakota Johnson as co-Creative Director. The new funding will be used to further position Maude as a leader both within the sexual wellness and personal care industries, while also helping the brand grow its team, product line and content platform.

In the first half of 2021, Maude grew its portfolio of luxury retailers, launching in Bloomingdale’s, Nordstrom, and, with upcoming launches at Canadian retailer SSENSE. The additional funding will support Maude’s expansion into international markets and in additional key retailers in 2021 and 2022.

“Through and through, we’re people-first and our success is just as much about resonating with our customer as it is about creating a healthy internal culture driven by our shared values and vision for what’s ahead. Our mission is to continue to build strong brand affinity and a solvent business. We’ll be profitable in 2022. That changes the culture of sexual wellness forever,” said Éva.