Expert authority
Press strip with "GQ" and "Vogue".
maude
Minimal, design-led intimacy for everyone.
maude’s Storefront Evidence Score69out of 100C
#106 of 180 scored · #11 of 17 in Personal Care
Is this your brand? Claim it freegetmaude.com
The short answermaude has a Storefront Evidence Score of 69 (C), #106 of the 180 DTC brands we have fully scored, as of Oct 9, 2026. Its strongest area is Messaging Consistency (89) and its biggest gap is Offer & Angles (34), and its storefront runs Stay AI, Klaviyo forms, Okendo and Klaviyo.
50% of the top-scoring brands run a referral, loyalty or affiliate app.
Our scan didn’t find one on maude’s storefront. Other people’s audiences are a channel, and the top brands pay for it.
See all 2 unlocksAdd a satisfaction policy
State the warranty and return policy next to the price.
All 3 fixesThe stack
Stack Score 84
5 of 7 core app categories detected in public storefront code, by tier.
The Defaults
5Table stakes. Nearly every brand we scan runs these.
Core Stack
2The growth engine: subscriptions, popups, identity, upsells and testing.
Supporting Cast
3Reviews, referrals, attribution, support and everything else.
Detected, not endorsed. Each app links to its profile in The Stack.
Go deeper
The full read
Brand analysisPositioning, point of view, audience, white space and validation
Clear 74
How strongly maude stands for something only it can say.
- "Designed in-house for quality and simplicity, our products are safe, effective".
- Founder story, design-led positioning.
Clear 69
- Review volume and rating shown. PDP: "Rated 4.8 out of 5 stars", "Based on 1,438 reviews".
- Authority or third-party proof. Press strip with "GQ" and "Vogue".
- Star rating on the product page. “Rated 4.8 out of 5 stars”.
- Certifications or clinical backing shown. No certification or clinical claim found on the homepage or PDP.
- Creator, affiliate or UGC presence. Customer or creator content on the homepage.
Primary. Adults who want sexual wellness to feel calm, not clinical.
What the site signals. Adults; "for all people" (meta).
maude owns: Design restraint and simple, safe formulas.
- The Earthling Co. owns: Bars versus bottles, free of phthalates.
- Lume owns: The guarantee: "Love It or Leave It: 60-Day Return Window".
- Dr. Squatch owns: Scent and personality, plus a big review base.
Peers are other graded brands in the same category. Our read, from their own sites.
The strategist’s read
Where maude plays, and the next move
Modern intimacy essentials with a minimalist design language.
Adults who want sexual wellness to feel calm, not clinical.
Design restraint and simple, safe formulas.
Expert authority
Press strip with "GQ" and "Vogue".
Risk reversal
No guarantee found. A plain guarantee answers "what if it is not for me?" before it is asked.
Add a satisfaction policy
State the warranty and return policy next to the price. Intimate products cannot be tried in store; policy clarity matters more.
Our read, built from the quoted evidence on this page. Opinion, not fact.
The brand read
Quiet, inclusive and design-forward. maude sells intimacy like home goods, lowercase and calm.
Calm and inclusive
No shock, no blush.
Founded in 2018 by Éva Goicochea, maude is a modern intimacy company redefining sexual wellness for all people.
Lowercase minimalism
Small words, soft scents.
our original scents, reimagined.
Set the mood, in any room.
At a glance
Type their storefront CSS loads: Inter, Neue Haas Unica, neue haas grotesk text proRg. Colors sampled from the dated homepage capture.
Anyone who wants better basics
Price and quality together.
Fairly-priced, thoughtfully-made intimacy essentials.
Design in-house
Simple, safe, made to last.
Designed in-house for quality and simplicity
Our read, our opinion. Quotes are from the homepage and vibe as of Oct 9, 2026. Look and feel notes come from the dated homepage capture.
Customer sentiment4.8 out of 5 from 2,308 reviews, hero products, love and gripes
4.82,308 reviews across the products below
Hero products
- shine aloe4.9 · 549 reviews
- vibe4.8 · 1,438 reviews
- burn, corner office4.8 · 321 reviews
Ranked by the store’s own best-selling sort, reviewed products only.
What people love
- Scent56 reviews
Feels great, no scent, and no messy residue.
- Texture and feel25 reviews
This stuff is the best, most amazing and real-feel consistency.
- Skin and hair results25 reviews
I'm allergic to everything, I'm extremely limited to what hair and skin products I can use without irritation.
What they don’t
Only 1 of the 224 readable reviews rated 3 stars or below, too few to call a pattern.
Source: ratings and reviews shown on getmaude.com product pages (Okendo), read Oct 9, 2026. Rating and count as displayed. Themes come from the 224 review texts the pages let a visitor read, written Jun 2, 2022 to Oct 5, 2026; quotes are verbatim, trimmed to one sentence. The average rating is shown as the store displays it, for context. It isn’t part of the Storefront Evidence Score.
Score breakdown and evidenceEvery point, with the quote behind it
maude has a clear brand story ("Founded in 2018 by Éva Goicochea, maude is a modern intimacy company") and strong PDP proof ("1,438 reviews", 4.8 stars). The H1 is the brand name and we found no guarantee, which matters in this category.
61Value Prop & Positioning20% of the scoreSee evidence
- ~Hero headline says what it is or the core benefitH1: "maude".8/25
- ~Subhead makes the benefit specificTitle: "Modern Intimate Wellness Essentials".13/20
- ~Target customer and use occasion are clearAdults; "for all people" (meta).12/15
- ~Category understood within five secondsCategory clear from title.16/20
74Point of View11% of the scoreSee evidence
- ~Differentiation versus alternatives is explicit"Designed in-house for quality and simplicity, our products are safe, effective".14/20
- ~Distinct hooks and anglesFounder story, design-led positioning.12/15
69Third-Party Validation14% of the scoreSee evidence
- ~Review volume and rating shownPDP: "Rated 4.8 out of 5 stars", "Based on 1,438 reviews".15/20
- ~Authority or third-party proofPress strip with "GQ" and "Vogue".13/15
- ✓Star rating on the product page“Rated 4.8 out of 5 stars”.15/15
- ✕Certifications or clinical backing shownNo certification or clinical claim found on the homepage or PDP.0/10
- ~Creator, affiliate or UGC presenceCustomer or creator content on the homepage.5/10
34Offer & Angles16% of the scoreSee evidence
- ~Clear offer on homepage and PDP"Save up to 15% off!", subscribe and save.13/20
- ✕Risk reversalNo guarantee found.0/15
- ~Reason to buy nowNo dated offer.4/15
89Messaging Consistency9% of the scoreSee evidence
- ~Same core promise on homepage and PDPSimple, modern intimacy on both pages.36/40
- ~Proof numbers match across pagesNo conflicts.25/30
- ~Offer matches across pagesSame save message on both pages.28/30
Homepage against product page, from the same scan.
88Site Experience19% of the scoreSee evidence
- ✓SW-02 Mobile viewport set upViewport meta tag present.10/10
- ✓SW-03 Images described with alt text105 of 106 homepage images have alt text.5/5
- ✓SW-04 Images below the fold load lazily87 of 106 homepage images lazy-load.5/5
- ✓SW-10 Search that finds thingsSearch box in the header code.10/10
- ✓SW-11 Cart top right with a live countCart link with a live item count.10/10
- ✓SW-12 Free shipping threshold in plain sight“Free U.S. shipping on orders $85” on the homepage.10/10
- ✓SW-13 Two or more ways to get helpSupport via email, chat, contact page.5/5
- ✓SW-14 Policies one click awayPolicy links in the footer.5/5
- ~HP-01 One clear H1H1 is the brand name.5/10
- ✓HP-04 Offer bar under the header“Save up to 15% off!” on the homepage.10/10
- ✓HP-10 Bestsellers up front“best sellers” section on the homepage.10/10
- ✓HP-11 Shop by category16 collection links on the homepage.5/5
- ✓HP-12 A story block or founder note“our story” on the homepage.5/5
- ✓HP-14 A real reason to buy now“back in stock”.5/5
- ✓PDP-01 Product name under 65 characters“vibe” (4 characters).5/5
- ✓PDP-03 Reviews on the pageReview widget on the PDP.15/15
- ~PDP-05 Thumbnails, video and variant images12 product images in the gallery code.2/5
- ✓PDP-09 Quantity and variant pickers that update the priceQuantity input and variant picker.5/5
- ✓PDP-10 Savings shown with a strikethroughCompare-at price shown on the PDP.5/5
- ✓PDP-11 Subscribe and save in the buy boxSubscribe option in the buy box.10/10
- ✓PDP-12 Bundles or upsells on the page“add-on” on the PDP.10/10
- ✓PDP-14 Pay later for higher price pointsPay later option (payment-terms) on the PDP.5/5
- ✕PDP-15 Guarantee in the buy boxNo guarantee found on either page.0/10
- ~PDP-16 Shipping and returns spelled outShipping note on the PDP, no returns note.5/10
- ✓PDP-17 Details, ingredients or FAQ in accordions"vibe faqs", dimensions, how-to content.10/10
Lab speed (Core Web Vitals) isn’t scored yet.
84Tech Stack11% of the scoreSee evidence
Coverage of the seven core app categories. Full breakdown in the Stack Score below.
Storefront Evidence Score, methodology v1.3: 7 of 7 areas scored.
How you stack up2 unlocks vs Personal Care peers and the top 20
2unlocks
waiting
waiting
03 · How you stack up
maude vs. the best
We lined up maude’s stack against 65 other Personal Care storefronts and the 20 top-scoring brands. maude runs 6 of 10 lanes. These are the lanes where peers have an edge.
Referrals, loyalty and affiliates
UnlockNo referral, loyalty or affiliate app spotted on maude’s store, while 50% of the top-scoring brands run one. Other people’s audiences are a channel, and the top brands pay for it.
Reviews and UGC
maude: running it
OkendoAttribution
maude: running itNNorthbeam
PDP and landing pages
Not spottedOnly 15% of peers run one, so it doesn’t count as an unlock.
Post-purchase experience
Not spottedOnly 10% of peers run one, so it doesn’t count as an unlock.
Adoption is the share of storefronts where our Oct 9, 2026 scan found at least one app in the lane. Apps that live only in checkout or the back office can hide from a scan, so “not spotted” doesn’t mean missing. App names show what other brands run. They aren’t endorsements. A few links to software partners are referral links, and we may earn a commission if you sign up, at no cost to you. Money never changes a score.
The stack by funnel stageCoverage across acquisition, conversion and retention
Acquisition67/100Getting new people in the door
Klaviyo formsNNorthbeamDetails
Klaviyo formsNNorthbeam- No referrals / affiliates app spotted. Most common in the top 20: Superfiliate
Retention100/100Bringing them back for moreDetails
Every core category in this pillar is covered.
CRO / Experience50/100Turning visits into ordersOkendo
IntelligemsDetails
OkendoIntelligems- No post-purchase / upsells app spotted. Most common in the top 20: Rebuy
Spotted in public storefront code, scanned Oct 9, 2026. Checkout and back-office apps can hide from a scan, so treat a gap here as something to check.
Fix this week3 specific changes, free
Add a satisfaction policy
NowNone found.
TryState the warranty and return policy next to the price.
Why it matters
Intimate products cannot be tried in store; policy clarity matters more.
Write a benefit H1
NowH1: "maude".
TryUse "Intimacy essentials, made simple."
Why it matters
Explains the brand in a line.
Bring press to the PDP
NowGQ and Vogue appear on the homepage only.
TryAdd them under the PDP price.
Why it matters
Borrowed authority helps first-time buyers.
Storefront Evidence Scores are our editorial opinion, based on our published methodology and the public evidence on this page as of Oct 9, 2026. They are not statements of fact about a company’s legal compliance, finances or product safety. Grades are set against the DTC field we score: 82 or higher is in the A range (the scale). Methodology · Request a correction
For the maude team
Free
Claim your page
Verify you work at maude. Add a founder quote or story, respond to any finding and hear from us before the next update. Claiming never changes a score.
Free
Shipped a fix? Ask for a rescan.
Tell us what changed, or what we got wrong. We rescan the live store and note what moved on this page and in the changelog.
Share
Share your Brand Tested 69
A badge for your site, deck or socials. It links back to this page and shows the scan date.