Maude is a modern, consumer-friendly sexual wellness brand, born out of the notion that sex shouldn’t be taboo or embarrassing but rather, approached with honesty, simplicity and a bit of humor. Established in 2018 by Eva Goicochea, Maude has been disrupting the sexual wellness industry with their sleek, minimalist designs and clear-cut messaging, removing the common over-sexualization seen in the market.
The brand espouses a simplified approach to intimate care, offering a curated selection of body-safe products that include condoms, personal lubricants, and vibrators. Each product is carefully designed with an emphasis on quality, simplicity, and inclusivity. The brand’s philosophy encourages open conversations about sex and strives to make sexual wellness accessible to everyone, regardless of gender or sexual orientation.
Maude’s ethos extends beyond their product line to their overall business practices. They publicly promote themselves as a clean, cruelty-free, and vegan brand. But how much truth is there to these claims? Let’s dive in and investigate.
Understanding the Definition of a ‘Clean Brand’
When we speak about a ‘clean brand’ in the beauty and personal care industry, it generally refers to companies that produce products free from harmful chemicals and ingredients. These might include parabens, sulfates, phthalates, and synthetic fragrances, which have been linked to various health concerns.
Moreover, a ‘clean brand’ often extends to ethical practices beyond formulations. They are expected to be cruelty-free, meaning they abstain from testing products or ingredients on animals. Many also claim to be vegan, using no animal-derived ingredients in their products.
The ‘clean brand’ label is coveted for its appeal to eco-conscious consumers who prioritize sustainability and ethical practices. However, with no universal standards or regulations in place to define this term, it sometimes becomes a marketing tactic rather than a genuine commitment.
Maude’s Public Claims: Cruelty-Free and Vegan
Maude publicly promotes itself as a cruelty-free and vegan brand. The company asserts that all its products are made without animal testing and contain no animal-derived ingredients. These claims are prominently displayed on their website and product packaging, which is a significant selling point for many consumers.
Moreover, Maude also holds itself out as a clean brand, asserting its products are free from parabens, sulfates, phthalates, and synthetic fragrances. These claims align with the brand’s minimalist approach to product formulation, aiming to keep their offerings as simple and safe as possible.
However, as responsible consumers, it’s essential to delve deeper into these claims. Are they truly backed by evidence, or are they part of a clever marketing strategy? Let’s find out.
Investigating Maude’s Cruelty-Free Status
To truly establish Maude as a cruelty-free brand, we need to verify their testing methods, ingredient sourcing, and relationship with third-party suppliers. Sadly, many brands claim to be cruelty-free on the surface but engage in animal testing where required by law, or indirectly through their supply chain.
Maude, however, seems to stand firm on its cruelty-free claim. They assure customers that no products or ingredients are tested on animals. They are also transparent about not selling in countries where animal testing is mandatory, like mainland China.
Unfortunately, the brand is not officially certified by recognized cruelty-free organizations like Leaping Bunny or PETA. This lack of third-party validation might raise concerns, despite Maude’s clear stance against animal testing.
Analyzing Maude’s Vegan Claims
In addition to being cruelty-free, Maude markets itself as a vegan brand. This means they assert there are no animal-derived ingredients in any of their products.
Upon examining their product ingredient lists, this claim appears to hold water. For example, their ‘shine’ lubricant is water-based, using ingredients like aloe leaf juice and sodium hyaluronate. Their ‘vibe’ personal massager is made from FDA-approved silicone.
While the brand isn’t certified vegan by a third-party organization like Vegan Action or The Vegan Society, the transparency of their ingredient list supports their vegan claim. However, consumers with strict vegan standards may wish for more solid proof.
Detailed Review of Maude’s Product Ingredients
When it comes to the ‘clean’ aspect of their brand, Maude seems to adhere to their promise of avoiding harmful chemicals. Their products are free from parabens, sulfates, phthalates, and synthetic fragrances, which are known to cause potential health risks.
For instance, their ‘rise’ condoms are made from 100% natural latex and come lubricated with a medical-grade silicone oil. Their ‘burn’ massage candle is made with jojoba and soybean oils, both skin-friendly ingredients, and scented naturally with cedarwood and fir oils.
However, the term ‘clean’ is not regulated by the FDA, and it’s important for consumers to do their own research. Some ingredients not classified as ‘clean’ by the brand may still cause reactions in individuals with sensitive skin or allergies.
Possible Controversies and Consumer Concerns
While Maude’s transparency and ethical stance are commendable, a few potential controversies and consumer concerns do emerge. One significant issue is the lack of third-party certifications to support their cruelty-free and vegan claims. They are not certified by acknowledged cruelty-free organizations like Leaping Bunny or PETA, nor do they hold any vegan certifications from organizations like Vegan Action or The Vegan Society.
Moreover, the absence of an FDA-regulated definition of ‘clean’ allows brands to use the term quite liberally. Despite Maude’s commitment to formulating without certain harmful ingredients, consumers should be aware that being ‘clean’ does not necessarily mean being ‘safe’ for everyone.
Verdict: Is Maude Truly a Clean Brand?
In conclusion, Maude appears to make a genuine effort to uphold its claims of being a clean, cruelty-free, and vegan brand. Their ingredient transparency, commitment to avoiding harmful chemicals, and clear stance against animal testing are all positive signs.
However, the lack of third-party certifications leaves room for doubt. While Maude’s assertions seem credible, official certifications would provide solid proof and add credibility to their claims.
With consumer trends leaning towards more ethical and sustainable practices, it’s essential for brands like Maude to continue striving for transparency and accountability. For now, given the evidence at hand, they stand as a promising player in the clean personal care market.
