

More than any group before them, Gen Z has done away with labels, opting instead for the idea that identity and preferences are constantly in flux. So in the heavily gendered industries of health and sex, who is prepared to cater to them? Enter Maude, the startup making minimalist sex essentials for everyone.

For our Forecast Z report, PSFK interviewed co-founder and CEO Eva Goicochea about the inclusive, unisex brand, which launches in February, and changing the sexual wellness conversation for the next generation of consumers.

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