"Come into our garden where spring is eternal, and sweethearts play amongst the pomegranate blossoms."
The journey so far
Greetings from the paradise garden.
Parudeesa is the result of over three years’ of meticulous formulation and rigorous testing, but the seeds for the garden were planted much earlier.
Throughout my life I have always turned towards poetry and art to help me process my feelings and emotions, allowing me to be transported to a world of my own
- a magical realm.
Every year when I visited my grandparents in Lahore, we would visit the Shalimar gardens. These care-free walks form part of my fondest childhood memories. Gardens became a peaceful place for me and brought me a sense of calmness. Making me feel centered. Even to this day, whenever I need to get away from the worries of the world, I go to my local park and just sit quietly, taking in the beauty of my surroundings.
Having sensitive skin (eczema and urticaria) also made me aware of skincare routines and beauty products from a very young age. My family has been in the healthcare industry for generations, and I wanted to integrate our knowledge and expertise in creating formulas whilst integrating medical-grade ingredients that are science-backed and suitable for sensitive skin.
My love for my heritage and background in healthcare sparked the idea of Parudeesa - a brand that focuses on giving other parts of the body the same care and attention we give to our faces. Parudeesa is a natural deodorant that delights the senses but is formulated with medical grade ingredients, making it highly effective yet suitable for those of us with sensitive skin.
But the journey has not been without its challenges. Whilst I was developing Parudeesa, my mother was diagnosed with breast cancer. As I supported her through her treatment, I saw how the side-effects of the treatment caused her to sweat profusely and the severe scarring resulting from multiple operations. She did a complete 180 on her lifestyle and the everyday products she used also changed. I knew that Parudeesa needed to be formulated to help people in the same sensitive situation, so we developed a product that was soothing and healing. During her cancer journey, all the way through to her recovery, my mother became my muse and motivation. Parudeesa is my love letter to her.
But I couldn’t have done it alone.
I worked with the leading green chemist in the UK to create something healing for the skin, but also highly effective for fighting sweat without blocking glands and pores. So no need for harsh ingredients like bicarbonate of soda used by many other brands.
Teaming up with renowned perfumers from Grasse (the world’s perfume capital) we were able to craft custom fragrances that can transport you to another realm - a paradise garden of sensorial Indo Persian delight.
Parudeesa exists to offer the right balance of nourishment, sensory delight, and true effectiveness in an everyday product.
This isn’t just about deodorant. It's about health and wellness, integrity, and using high end fragrances to elevate a daily routine into a beautiful ritual.
We are redefining body care.
Welcome to the realm of the senses.
Maheen
What we believe in
Natural Effectiveness
We use only the finest naturally derived and medical-grade ingredients to create highly effective products and formulas that are backed by science.
Concentrated Sensoriality™
Our formulas and products are extremely concentrated in order to deliver the most sensorial experience. No fillers necessary when your ingredients are this good.
Indo-Persian Mysticism
Parudeesa is inspired by the gardens, fragrant attars and mysticism of ancient Indo-Persia; fused with modern body-care rituals and fine fragrances.
Sustainability
We rely on Nature to make our products, so having a gentle eco-footprint is woven into everything we do. In keeping with our circular philosophy, Parudeesa is based around refillables, our packaging is compostable, recyclable and 100% plastic-free and reusable.Integrating Green Chemistry principles into our formulations ensures both people and the planet remain unharmed.
Nothing off the shelf. Every formula, fragrance, and detail is bespoke—crafted with care and wrapped with intention.
Our inspiration
Parudeesa (Pa-roo-dee-sah) is a natural deodorant brand 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.
The garden was a walled oasis comprising a central fountain with four paths pointing in cardinal directions - North, South, East and West - creating four quadrant parterres. It’s why our first range has four fragrances, based on the four elements.
In ancient Indo-Persia, people wore fragrances that appealed to them - women could choose musky or woody scents, and men could opt for florals if they fancied. It’s a concept we agree with wholeheartedly. Who’s to tell you how to smell?
Parudeesa’s heritage is a proud mix of South Asian and Middle-Eastern with a touch of the West, so it’s no wonder that a lot of what appeals to us is a blend of different influences.
We deeply respect the traditions of each individual culture but why limit yourself to just one? I guess we’re a bit greedy like that.