BEAUTY & FRAGRANCE
PARUDEESA
A body deodorant, with medical grade ingredients, inspired by Indo-Persian arts, culture, and perfumery
SUSTAINABILITY PURPOSE
Parudeesa is a 100% plastic-free bodycare brand built on the belief that sustainability should be intentional, considered, and uncompromising on quality. The brand was created from scratch with sustainability guiding both formulation and design. Our formulations follow green chemistry principles and are waterless, meaning nothing is diluted or wasted. Any product that does not meet our standards is remelted and reused, ensuring minimal waste throughout production. We use carefully selected, high-performance ingredients, including some upcycled ingredients, without compromising on quality or efficacy. Packaging also plays a central role in our sustainability approach. We use recycled bamboo and cotton-based cartons, and biodegradable inks and foils wherever possible. Our bamboo refill concept contains no plastic and is designed to be reused well beyond the product lifecycle. Sustainability and luxury are not opposing ideas for us: our packaging is intentionally timeless, celebrating the art and beauty of the Indo-Persian world while creating objects designed to last.
Established
2025
Headquarters
London, UK
Employees
2
Categories
Body care, beauty
Website
A WORD FROM THE FOUNDER
Sustainability matters because it is about protecting our shared existence and honouring the wellbeing of humanity. I chose Butterfly Mark certification with Positive Luxury because it shows that luxury can be both beautiful and responsible. Being part of this community keeps Parudeesa grounded, accountable, and inspired, so our growth remains rooted in integrity, purpose, and lasting value.
MAHEEN KHAN
FOUNDER
WHY POSITIVE LUXURY?
We chose ESG+ certification with Positive Luxury because sustainability should be real, not just a claim. From the beginning, the brand was built from scratch with sustainability guiding how we design, source, and grow. Putting strong ESG standards in place early helps us scale responsibly, rather than fixing things later. For us, sustainability strengthens luxury: it means care, quality, and thoughtful choices. It allows us to source the best ingredients without compromise, stay accountable as we grow, and build a brand based on trust, craftsmanship, and long-term value.
PATHWAY TO HIGHER STANDARDS
As Parudeesa grows, our focus is on scaling responsibly while strengthening our sustainability framework. We will remain 100% plastic-free, with green chemistry at the core of all future formulations, while expanding our product range using circular and lifecycle-led principles. Our aim is to ensure products and packaging are designed for reuse, longevity, and minimal waste. As we grow and develop our product pipeline, we will continue to invest in innovation and impact, working with partners and retailers who share our ethos, and building a transparent roadmap that supports responsible growth and long-term value.