We’re proud to share that maude founder Éva Goicochea has been named Changemaker of the Year in the 2025 BeautyMatter Awards. It’s more than a personal recognition, it’s a signal that the category we’ve been working to redefine is being seen for what it is: essential, human, and worthy of thoughtful design. Thank you to BeautyMatter for the honor and continued advocacy, and to our community for helping move the conversation (and culture) forward. #beautymatterawards #changemaker #maude
Well, this was unexpected. In a time when the world feels increasingly backwards, I’ve been named Changemaker of the Year in the 2025 BeautyMatter Awards—and it really does mean a lot, both to me and the maude team. Not just because it’s a win during a cultural regression, but because it brings us one step closer to the moment when everyone finally goes: “Wait...this category is just body care, isn’t it?” I walked through a major retailer yesterday and the body care section looked like a dream—elevated, thoughtful, beautifully merchandised. Then I turned a corner and found our category: dimly lit, tucked by the bathrooms, and styled like a 2007 clearance bin. That contrast? That’s exactly why we do the work. Thank you to BeautyMatter, Kelly Kovack, John Cafarelli and the judges for recognizing the effort (and always advocating for great design). And to our small-but-mighty team: your grit, heart, and sharp eyes for detail make maude what it is. P.S. Our fear of being human—and our lack of equity—is at the root of so much of what holds the world back. Here’s hoping this, too, is a lightbulb that finally goes off in all of our heads. Also: I had to repost this as it was censor*d before. The irony. https://lnkd.in/eZmQ9Fh4