US – The brand has expanded from sexual wellness products to celebrate the ritual of bathing.
The Bath collection is the first of its kind from Maude, which is known for its modern approach to sexual wellness, and includes massage candles, bath salts and a coconut milk powder. Designed to bring another layer of intimacy to bathing, it is intended for both solo and couples' use, and complements Maude's range of natural lubricants and sex toys.
Maude based the collection on a 2017 study which found that mood-setting was the number one thing people did to keep their sex lives active. Its founder Eva Goicochea believes that sexual wellness companies often fail in supporting longer-term, holistic intimacy. ‘Bathing, a ritual that provides health benefits including increased blood circulation and the release of stress-reducing hormones, sets the mood and provides an opportunity for intimacy beyond the bedroom,’ she says.
By showing how the ritual of bathing can provide a more intimate moment for couples and individuals alike, Maude is tapping into the rise of Conscious Deceleration.