![]() ![]() ![]() There have already been fairly successful attempts to rethink what sex toys look like. And that was because you had these folks ‘innovating’ - I’m using air quotes there - on what they thought bodies wanted, instead of doing the research.” A Times feature from last summer pointed out that when women get into sex tech, “many are adopting less pornographic sales approaches than older brands used.” Indeed, these new vibrators could not look more different from what’s been available up until this point, which Lisa Finn, brand manager at Babeland, calls “a lot of large, pink, sparkly, phallic machines. And in a change for the industry, a lot of them are designed and marketed by women. Most of these devices can be left out on a nightstand without catching a second glance. Maude isn’t the only company selling this idea: It’s the latest in a string of new businesses - such as Dame, Unbound, and Crave - making vibrators that look less like penises (or rabbits), and more like abstract paperweights. Or vigorous, or lustful, or relaxing - or really just however you want it to be. The cool, placid design makes a deliberate point: Carnal pleasure doesn’t need to be raunchy, gendered, or silly. Not long after, Maude launched with three understated direct-to-consumer products (a vibrator, lube, condoms) and a highly SFW gray-and-forest-green website that looks more like a place to buy linen goods or silk button-downs than supplies for sex. So a few months back, when an acquaintance told me about an early Everlane employee who’d left and was starting Maude, a new sex-toy company, I made a mental bookmark. “The Everlane of vibrators” is too good a premise to pass up.
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