EXCLUSIVE: Intimate Wellness Brand Maude to Sponsor Exhibit at the Louvre

by · WWD
"Private Lives: From the Bedroom to Social Media" exhibit poster.« Poster for the exhibition 'L'intime, de la chambre aux réseaux sociaux' © Les Arts Décoratifs / The female figure is a detail from the painting Le bain (1903) by Tony Robert-Fleury, Ville de Grenoble / Musée de Grenoble -J.L. Lacroix. Graphic design: Lacasta Design'.”

Move over Emily, it’s Maude in Paris. 

The intimate wellness brand, founded by Éva Goicochea, is sponsoring an upcoming exhibit at the Louvre’s Musée des Arts Décoratifs titled “Private Lives: From the Bedroom to Social Media.” Last year, the brand also announced an exhibit at the Museum of Sex in Miami titled “Modern Sex: 100 Years of Design and Decency,” curated by Goicochea and creative director and actress Dakota Johnson.

This latest exhibit, curated by Director of Museums Christine Macel, will be presented in the Rohan and Marsan wings in the Louvre and will open on Oct. 15 and run through March 30, 2025. In exploring privacy, the exhibit focuses on 12 key areas, including Places of Convenience, Women and Privacy, A Room of One’s Own, Bathing, Intimate Beauty and Fragrance, Promiscuity and Isolation, Intimacy and Sexuality, The Connected Bedroom, From Social Networks to Influence, Surveillance and Protection, Precarious Privacy and The Ultimate Privacy.

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“It’s about intimacy, and it’s looking historically [at]… privacy, and what we do behind closed doors within [the] bedroom, boudoir, bath,” Goicochea said. “They’re examining all parts of those areas.” 

About a year ago, the team at the Louvre connected with Goicochea to not only present within the exhibit but also be a sponsor. Maude is a sponsor of the exhibit alongside L’Oréal Groupe. Two of Maude’s devices, Vibe, $49, an external vibrator, and Spot, $79, an internal vibrator, will be showcased in the exhibit alongside a total of 470 works, including paintings, photographs and objects, from the 18th century to present. 

“For us, we’ve always wanted to, through the lens of disrupting design, give a nod back to where we think the category could have gone,” Goicochea said. “We always say we want to remind people where we’ve come from and where we could go. That’s what this provides.” 

Goicochea shared that while Maude products are available in retailers in Paris, the brand has never formally activated there. 

“This is our first activation. I think it’s a pretty good location,” she joked, noting that Maude will be hosting an event in Paris to celebrate in the new year. 

In addition, the gift shop at the museum will also offer several Maude products throughout the duration of the exhibit, including Shine, $25, an aloe- and water-based lubricant; Vibe, $49, and Burn, $30, a massage candle that comes in four varieties.