Sexual wellness brand Maude is entering luxury retailer Selfridges this month with more than 20 items, including devices, lubricants, and bath and body products. Maude will be available in-store and online this month at Selfridge’s London location within the retailer’s Sex and Sleep pop-up.

The launch further positions the four-year-old brand as a leader in the intimacy space as well as its commitment to elevating sexual wellness to be approachable and inclusive.

The modern wellness company was launched in April 2018 by Éva Goicochea after a successful career in healthcare legislation and brand strategy. Éva is one of only 10 Latinx women to raise more than $10 million in venture capital funding. In 2020, actress Dakota Johnson joined Maude as a co-Creative Director and investor.

Earlier this year, Maude expanded its direct-to-consumer reach internationally to 33 countries across the UK and EU, along with Canada and Australia. It is one of the most VC-backed sexual wellness personal care companies.