Actress Dakota Johnson joins Maude to rethink sex wellness

Dakota Johnson has become the co-creative director for the intimacy brand Maude. The actress and Maude founder Eva Goiccochea spoke with CNN about the partnership. They discussed how design influences public perception of sex. They also addressed the ongoing debate over sexual education in American schools.

Johnson said she was looking to launch her own brand but felt stuck. She found many existing products offensive and tacky. She described the current market as diminishing female sexuality. Goiccochea approached her with the Maude concept. The two connected quickly and began working together. Johnson now narrates a documentary about Shere Hite. Her production company, TeaTime, made the film.

Maude sells vibrators, condoms, candles, and lubricant. The company aims to treat sex as a form of health and wellness. Two of their vibrators were featured in an exhibition at the Louvre. Goiccochea said great design creates a language. She argued that this design approach helps destigmatize sexual products. The brand wants to move away from comedic imagery. They focus on neutral and elegant aesthetics.

The conversation took place against a backdrop of recent news stories. CNN noted reports of sexual violence at Cornell University. They also mentioned the ongoing trial of Russel Brand in the UK. Johnson said sexual misconduct has happened since the beginning of time. She believes the focus now should be on supporting victims. She wants people to speak honestly without facing severe backlash. She described the current progress as two steps forward and five steps back.

Goiccochea highlighted feedback from customers who are survivors of sexual violence. Some customers wrote to the brand to express gratitude. They said the neutral design helped them feel less ashamed. One customer noted that the products did not make them uncomfortable. Goiccochea said this feedback validates the brand's approach. The company wants to support customers throughout their adult lives. They noted that people often stop thinking about intimacy later in life.

The pair discussed the history of sexual education in the United States. Goiccochea said schools typically provide only one or two hours of instruction. This usually happens when students are teenagers. She said this leaves adults ill-equipped for later conversations. Johnson mentioned the documentary about Shere Hite. Hite was a pioneering educator known for her 1976 report. Her findings challenged traditional views on sex. She faced significant backlash and was effectively run out of America.

Johnson said she was not aware of Hite's work until her mother mentioned it. Many friends of her mother from that generation knew about Hite. Johnson described Hite as strong, cool, and chic. She said Hite was simply telling the truth. The pair agreed that sex education has largely disappeared from schools. Goiccochea confirmed that the topic is barely discussed. Johnson said humans are sexual by nature. She argued that a lack of education leads to aggressive or violent behavior. She ended by asking if society needs a dedicated educator for sex.