A new era of body care has arrived with the launch of Parudeesa, an eco-luxury brand redefining underarm care by merging science, wellness, and rich South Asian heritage. Founded by Maheen Khan, Parudeesa translates to ‘paradise’ in an ancient Indo-Persian dialect, reflecting a philosophy inspired by the mystical paradise gardens of Indo-Persia.
 The Founder’s Personal Mission
Maheen Khan, founder of Parudeesa, brings a unique background to the beauty industry, combining healthcare expertise with personal experience. Raised in a family rooted in pharmaceuticals and nutraceuticals across Canada, the UAE, Saudi Arabia, and Pakistan, she gained hands-on experience in product development and business operations.
The idea for Parudeesa began in 2019, driven by Khan’s lifelong struggle with skin conditions like urticaria, eczema, and underarm dermatitis. After moving to the UK, she noticed that mainstream deodorants irritated her skin. Her commitment deepened following her mother’s battle with breast cancer and her father’s journey with kidney cancer, which highlighted the critical need for non-toxic, sweat-absorbing deodorants that do not block glands or pores, especially avoiding ingredients like aluminium.
Leveraging her background and family network of healthcare experts, Khan developed a natural, science-backed deodorant. Her vision embraces the ‘skinification’ of body care, elevating underarm care to the same rigorous standard as facial skincare.
Heritage and Innovation
Parudeesa is more than a deodorant company; it is where heritage and science meet. As an immigrant from South Asia, a region renowned for medical advancements and perfumery, Khan sought to blend cultural richness with modern innovation. The brand’s philosophy is deeply influenced by the tradition of attars, a slow distillation process where luxurious botanicals infuse into a sandalwood base, creating deep, long-lasting aromas that were once reserved for royalty.
The debut collection comprises luxury body deodorant bars that are 100% plastic-free and waterless. The formulas are custom-designed with a medical-grade deodorising complex, ensuring efficacy while prioritising skin health. This complex includes hero actives such as Medical-Grade Silver (to neutralise odour-causing bacteria and support healing) and Probiotics (to balance the skin’s microbiome). The bars gently absorb moisture using natural ingredients like Microcrystalline Cellulose (Wood Pulp) without blocking pores.
The Debut Collection: A Tribute to the Elements
The inaugural range features five variants, with four fragrances inspired by the elements, echoing the structure of the Indo-Persian paradise garden which often featured four quadrants.
Parudeesa encourages a ritualistic approach to body care; the solid bar is applied directly by hand, and any residue can be massaged onto pulse points, transforming a mundane habit into a luxurious sensory experience. Furthermore, sustainability is key: the packaging pays homage to ornate Indo-Persian trinket boxes, featuring compostable, recyclable cartons and refill options available in bamboo and aluminium.
www.parudeesa.com
