If you have ever strolled down a family planning aisle or blushed as you took some of those products off the shelf, then you know what Eva Goykochanos.

The sexual wellness industry is outdated.

And if we're being honest, not very sexy. It's part of what inspired Eva to launch Maud,

a modern sexual wellness brand created to simplify sex.

Eva, you were born in New Mexico, sixth generation New Mexican, raised in California and in Michigan.

What were the messages about sex and sexual wellness that you grew up with?

I think growing up in New Mexico, I always liken it to almost being in Portlandia, but in Albuquerque. My mom was an arts educator, and she surrounded

herself with really sort of liberal, well-read human beings who talked about this stuff in a really factual and biological

sort of way. So I remember my first copy of our bodies ourselves. And it was never a topic

that was stigmatized in my household, but it was treated like a very biological human thing.

And when did you realize that it was more than biology? I think I realized that it was

more than biology when I went to high school. And I was at a Catholic high school, which, you know,

my parents weren't very religious, but they wanted me to go to the school, which was really great.

My family's Catholic in general, but I remember

thinking there's a lot of taboo around sex that I had never experienced before because it was

normal in my family to ask questions or talk about these things. So I remember my friends telling

me about their sex lives and me being really horrified because I had never heard it talked about

in such a shameful way maybe or like the secretive way. So I learned about sex more when I was

in high school, but it wasn't helpful. So that's when I realized it was not just sex.

Now, for someone who runs the type of company that you run, I would imagine that you

are the girlfriend that people talk with about sex. Is that the case? No, not at all. I'm not the

girlfriend that they talk to about sex, which is actually why I started the company in some ways,

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