DeoDoc

DeoDoc emerged from a genuine need for a better solution to women’s intimate health concerns. Sisters Dr. Hedieh Asadi and Hasti Asadi, alongside Professor of Obstetrics and Gynecology, Dr. Gunvor Ekman Ordeberg, set out to disrupt a stagnant market by creating the first intimate care brand founded and led by female doctors. Their mission is about more than just products, it’s about breaking down taboos and empowering women with knowledge about their own bodies.

The idea for DeoDoc was born when Hasti confided in her sister, Dr. Hedieh, after struggling with an intimate odour issue that her gynaecologist dismissed as unfixable. Frustrated by the lack of options, Hasti tried off-the-shelf products, only to find they led to further issues. This prompted Dr. Hedieh to delve into her medical books, where she had a pivotal realisation: the same apocrine sweat glands that contribute to underarm odour also exist on the vulva, making it prone to similar concerns.

Equipped with this insight, Dr. Hedieh reached out to her mentor, Dr. Gunvor, and the two set out to address the unmet needs of the intimate care market, which hadn’t seen meaningful innovation in decades. Many products were poorly formulated, often developed by men or large pharmaceutical companies, and overlooked women’s specific needs. Today, DeoDoc stands as a multi-award-winning brand, recently recognised as a WWD Wellness Power Player in 2021, proving that women-led innovation in intimate care is not only possible but essential.