DeoDoc

DeoDoc is a Swedish intimate-care brand that develops washes, deodorant sprays, wipes, lubricants and period products for the vulva and surrounding skin. It was founded by two sisters, the medical doctor Hedieh Asadi and Hasti Asadi, working alongside the obstetrics and gynaecology professor Gunvor Ekman-Ordeberg [1]. The company describes its purpose as making intimate-care products designed by women doctors who understand female anatomy, and it positions the range as pH-balanced and suited to every stage of a woman's life.

The brand began as a small Swedish start-up and now sells internationally, both directly and through pharmacies and beauty retailers. Its products are made in Sweden and follow European Union rules for cosmetics [4]. The brand remains active, with a current product catalogue, international shipping and ongoing social-media presence.

DeoDoc grew out of a question its founders set for themselves: what intimate care would look like if it were made for women by women doctors who understand female anatomy [1]. Hedieh Asadi, a practising physician, and her sister Hasti Asadi run the company's day-to-day operations. They partnered with Gunvor Ekman-Ordeberg, an OB/GYN professor whom the brand credits with decades of clinical experience and a role in formulating the products [1].

The first product, a pH-balanced deodorant spray for the vulva, was developed in 2013, and the DeoDoc brand launched the following year, in 2014 [5]. According to a profile in the trade publication Beauty Independent, the sisters started the business with a loan of about 55,000 dollars and a Swedish government entrepreneurial grant, drew no salaries for the first three years, and turned down investor offers to keep full ownership of the company [5].

After establishing itself in Scandinavia, DeoDoc expanded abroad during 2018. It entered the United States through the retailer Violet Grey in July, reached Japan via the Isetan department store in September, and launched at Sephora in Germany in October of that year [5]. By the time of the Beauty Independent profile in December 2018, the brand reported availability in more than 800 retail doors worldwide, including the Scandinavian pharmacy chains Kronans Apotek, Lloyds Apotek and Apotek Hjärtat [5].

The company frames its mission as challenging the status quo of the intimate-care industry by delivering safe, doctor-developed products for every stage of life [1]. Its stated values centre on medical credibility: formulations that are described as science-based, made by gynaecologists, and pH-balanced for intimate skin. The brand addresses needs across the female life cycle, from a first period through menstruation, pregnancy, postpartum recovery and menopause.

DeoDoc's catalogue spans intimate washes, deodorant sprays, wipes, lubricant drops, oils, and period products such as tampons, liners and pads. Among its better-known items is the Daily Intimate Wash, which the company markets as formulated to a pH of 5, alongside a talc-free intimate deodorant spray, individually wrapped wipes, and lubricant drops intended for vaginal health.

The brand states that its products are gynaecologically tested, meaning tested on women outside a laboratory setting, and dermatologically tested for sensitive skin. It also says all of its products are approved by Sweden's Medical Products Agency and follow European Union guidelines [4]. Its organic-cotton tampons are described as vegan, hypoallergenic and clinically tested, and the company says they carry ICEA and GOTS certification [4].

DeoDoc has been covered across beauty and women's media. Vogue Korea featured it under the heading "Pioneers of Intimate Skin Care," and Violet Grey ran a piece titled "Why your vulva deserves its own body wash" [3]. Women's Wear Daily profiled the founding sisters in an article on women entrepreneurs in the feminine-care market, and the products have also appeared in Harper's Bazaar, Cosmopolitan and Shape Magazine [3]. At the retailer Cult Beauty, the Daily Intimate Wash is described as a "multi-award-winning intimate wash formulated with an ideal pH of 5" [7].

DeoDoc is an active, operating brand. It runs direct-to-consumer sites for several markets and continues to sell through Scandinavian pharmacies and international retailers including Violet Grey, Isetan, Sephora Germany and Cult Beauty. A current product catalogue, international shipping and active @deodocwellness accounts on Instagram and TikTok indicate that the business remains in ongoing operation.