Parudeesa, reinventing a simple gesture into a lavish ritual
After four years of research and development, Parudeesa (Pa-roo-dee-sah), a new beauty indie based in London, is launching into the body care market with an eco-conscious and luxurious deodorant that claims to be as effective as an anti-perspirant. (We've tested it! It works wonders.)
Rooted in a " proud mix of South Asian and Middle-Eastern cultures, and inspired by the ancient Indo-Persian concept of a garden as paradise: A place where poets, artists and lovers would often come to breathe in its heady fragrances and be transported to another realm", writes the brand.
Parudeesa means paradise
Based on the Indo-Persian tradition of Attars, a slow distillation process where luxurious botanicals infuse into a sandalwood base, creating deep, long-lasting aromas and resulting in highly fragranced deodorant bars that remain gentle to the skin. The products also refer to ritual in the winter solstice, in line with the "tradition of Fal-e Hafez, an ancient Iranian form of fortune-telling where individuals seek guidance through the poetry of Hafez, a practice still followed today. The four scents of the collection reflect this tradition, inviting a moment of reflection - a hidden gem of meaning and personal discovery," comments Khan.
Brand founder Maheen Khan sought a new ritual that would take care of the body with efficacy and indulgence, without harming the earth. Manufactured in the United Kingdom, the formula contains Silver, known for natural wound-healing properties, Honeysuckle, known for soothing eczema and skin sensitivity, and Probiotics for balancing the skin microbiome, claims Khan.
The scents crafted by master perfumers in Grasse bring a sense of haute perfumery, inspired by ancient Indo-Persian attars. Each variant offers an olfactory experience, with a blend of spices, herbs, and flowers that hold deep cultural and symbolic meaning. "These fragrances create a holistic sensory journey, seamlessly connecting body, mind, and spirit," adds Khan.
Editor’s note:
“ healing” or “soothing eczema” can’t be used in beauty marketing claims, since a cosmetic, by definition, only has a superficial effect on the skin epidermis; medical claims can be quoted by beauty founders but can’t be used in marketing messaging to the public.
By European Regulation Definition a Cosmetic product is defined as: "any substance or mixture intended to be placed in contact with the external parts of the human body (epidermis, hair system, nails, lips and external genital organs) or with the teeth and the mucous membranes of the oral cavity with a view exclusively or mainly to cleaning them, perfuming them, changing their appearance, protecting them, keeping them in good condition or correcting body odours".
Not just a deodorant
“ Parudeesa is more than a deodorant company; it is where heritage and science meet,” expresses Maheen Khan. As an immigrant from South Asia, a region known for medical advancements, perfumery, and artistic traditions, Maheen sought to blend cultural richness with modern skincare innovation. Parudeesa’s brand philosophy bridges healthcare knowledge with strategic brand-building, proving that eco-consciousness and luxury can coexist.
Parudeesa is more than a deodorant; " it is a reimagined approach to body care, transforming personal care into a science-driven and luxurious ritual," says Maheen Khan.
To challenge the belief that natural deodorants are ineffective, Parudeesa developed a powerful deodorising complex made from natural and naturally derived ingredients. The formula provides long-lasting odour protection while gently absorbing sweat, without blocking glands or pores. Its advanced deodorising complex contains actives, moisturising agents and fragrance that neutralises odour while enhancing the skin’s good bacteria for a balanced microbiome - key in odour control.
Deodorant versus Antiperspirant
Deodorants: Neutralise odour by balancing skin pH and making the skin less attractive to bacteria.
Antiperspirants: Use aluminium-based compounds to temporarily block sweat glands, which results in reduced moisture and prevents odour formation.
A Greener Alternative
The finished product is a solid bar (square-shaped) in 5 versions: 1 unscented and 4 with different fragrances, offering a waterless approach to body care. The deodorants are highly concentrated, resulting in a significant reduction in environmental impact during manufacturing compared to liquid deodorants and even stick deodorants. The low-water production process conserves resources and ensures efficiency, allowing any faulty products to be remelted and repurposed, minimising waste and promoting a truly sustainable production cycle.
The square shape makes it easy to apply with one or two swipes per underarm. The excess left on the fingers (while applying) can be rubbed into the hand for scented moisturiser.
“ Parudeesa formulates with biodegradable, renewable ingredients and innovative lab-grown alternatives, such as lab-generated palm oil, to combat deforestation. This ensures that both people and the planet remain protected throughout the product lifecycle,” explains Maheen Khan.
The packaging has been purposefully designed for circularity. Compostable, recyclable cartons, made from tree-free recycled cotton and bamboo, are printed with vegetable-based inks, free from plastic varnish coatings. Refill packing options in bamboo and aluminium provide a waste-free solution, reinforcing Parudeesa’s commitment to responsible beauty.
A founder’s journey
Maheen Khan, founder of Parudeesa, was raised across Canada, the UAE, Saudi Arabia, and Pakistan in a family rooted in pharmaceuticals and nutraceuticals, through whom she gained hands-on experience in product development and business operations.
The idea for Parudeesa began in 2019, inspired by Maheen’s lifelong struggle with skin conditions: urticaria, eczema, and underarm dermatitis, which affects 10% of adults worldwide. Mainstream deodorants irritated her skin and triggered respiratory symptoms, exposing a gap in the market for gentle yet effective alternatives. Leveraging her family’s network of healthcare experts, Maheen developed a science-backed, natural deodorant that not only neutralises odour but also supports skin health.
Through extensive grassroots consumer research, Maheen engaged directly with people at market stalls across the UK, introducing a fragrance-free prototype. She discovered that underarm and intimate skin health are often overlooked, with many treating deodorant as an afterthought rather than a mindful skincare choice. Many consumers were eager to learn why deodorant should go beyond odour control. These insights led to multiple reformulations, ensuring the final product addressed skin sensitivity, controlled odour, and delivered a luxurious sensory experience.
This hands-on approach has shaped Parudeesa into a premium body deodorant bar, embracing the ‘skinification’ of body care - a strategy that elevates underarm care to the same standard as facial skincare.
Parudeesa is currently available for direct-to-consumer (DTC) purchase on its website and is developing its retail partnerships to be distributed in select beauty retailers in the UK, with plans to expand to Europe and the Middle East.
