woman made:


How the Deodoc co-founders and sisters are dispelling myths about skin care for the intimate area.

Written By JAYME CYK

VIOLET GREY profiles female beauty entrepreneurs who are considered industry game changers because of their individual approach to business. Each one entered the conversation in her own manner and maintained a steady, if not unparalleled, trajectory with her indomitable spirit. 

What do you do when you have a question you don’t feel comfortable asking your parents? You ask a sibling. In this case, Hasti Asadi went directly to her older sister, Dr. Hedieh Asadi, with a pressing and slightly uncomfortable matter she couldn’t find the answer to: Why was she struggling with vaginal odor, when she didn’t possess poor hygiene? After consulting her medical journals, Dr. Asadi learned that the intimate area consists of the same sweat glands as the armpits, which “release sweat in the same way and can cause an odor.” She adds: “As a doctor, it’s something that I saw a lot of my patients had questions about. They tend to excessively wash their intimate area and put perfumes and body lotions to cover up the scent. This is what we call “vaginal suicide.”

Together, the Sweden-based sisters, with the help of gynecologist Dr. Gunvor Ekman-Ordeberg, launched Deodoc in 2014, a line of intimate care that is pH-balanced (when the internal pH is out of whack, you are more prone to infection), beautifully packaged, and non-allergenic. “We’re on a mission to educate women to know more about their bodies,” says Hasti. “The biggest misconception that we still face is the basic knowledge that women don’t know the difference between the vagina and the vulva. And we want to provide that education.” Here, the sister act open up about their beauty essentials, best career advice, and the soul-soothing trick that works every time.

First thing you do when you wake up?

Hasti: Hit the snooze button.

Hedieh: This is sad, but I check my email.

Hours of sleep on the regular?

Hasti: I need roughly seven to eight, but on the weekends it’s a minimum of 10 hours.

Hedieh: Same—seven to eight pretty consistently.

Time spent on beauty in the a.m.?

Hasti: Thirty minutes. That includes taking a shower, doing my hair, and putting makeup on.

Hedieh: I’m fast. No more than 20 minutes.

Typical skin care regimen?

Hasti: I always take a shower in the morning, where I wash my face with our Intimate Wash. It’s gentle enough for the intimate skin down there, so I also use it to wash my face. Then I put on Clarins HydraQuench Cream. 

Hedieh: I usually start by putting on deodorant and then I use the Deodoc Deospray in my intimate region on the vulva. I also wash my face with our Intimate Wash and remove my makeup with it in the evenings. Then I apply the Sensai Performance Cellular Emulsion and Clinique All About Eyes Serum.

Hair situation in the a.m.?

Hasti: We can go on and on about hair. We have huge problems with it. We both have wild curls, which we don’t exactly love.

Hedieh: That’s because it’s not curly—it’s frizzy!

Hasti: Yeah, frizzy. I spend a huge amount of time in the morning, like 15 of the 30 minutes on my hair. I start by blow-drying it, then depending on how much time I have left, I either flatiron it or create Hollywood waves if I feel like being festive. Because I use a lot of heat tools, I use Lee Stafford Heat Protection. Then I apply Moroccan Oil all over. 

Hedieh: My struggle is even worse than Hasti’s. I have more frizz if you can believe, so I blow-dry like mad in the morning and follow it up with a flatiron as well. I also use a heat spray, Davines Oi Oil and Oi All in One Milk.

Your signature beauty look?

Hasti: Depending on how many pimples are on my face, I either use Shiseido Syncro Skin Glow Foundation or if I think my skin looks good enough I use the Guerlain Terracotta Bronzing Powder and Rimmel London Stay Matte Concealer under my eyes. Then I put on Clinique High Length Mascara and some lip gloss. 

Hedieh: I use the Bronzing Gel and concealer from Sensai Kanebo for my face and then I put on Osaka Matsuge mascara and Guerlain Terracotta Bronzing Powder as blusher.

Favorite workout?

Hasti: I recently discovered a new favorite workout, which is Zumba. 

Hedieh: Mine is yoga.

Go-to breakfast and a.m. beverage?

Hasti: I’ll answer for both of us. Hot tea is needed for us to function. 

Hedieh: Yes, that and oatmeal with soy milk, nuts, cinnamon, and berries.

Foolproof self-care move?

Hasti: Doing yoga and getting a massage every now and then because we sit a lot in front of the computer. So it’s very much needed. 

Hedieh: Mine is yoga too, and massage. Also, listening to Oprah’s SuperSoul podcast to nurture the soul. Also, I write down three things that I’m thankful for from the day every night before I go to bed.

Signature scent?

Hasti: My new favorite scent is Maison Louis Marie No. 4 Bois de Balincourt Perfume Oil. I love it.

Hedieh: I have the same! Must be a sister thing.

An expensive-but-worth-it product or treatment?

Hasti: For me, it’s laser removal under my armpits. Expensive, but worth every single penny.

Hedieh: I’m all about getting a keratin hair treatment. It’s needed with this frizzy situation.

A cheap-but-chic product or treatment?

Hasti: Urban Outfitters has some really nice fragrances and they’re not too expensive. I like Thé Matcha Perfume.

Hedieh: I would say the Glossier Cherry Balm Dotcom.

Bedside beauty essentials?

Hasti: I always have the Birkenstock moisturizing hand and nail cream. 

Hedieh: I have very dry lips, so I use the Eucerin Soothing Skin Balm.

Last thing you do before bed?

Hasti: Unfortunately, I look at my phone at my calendar to see what the following day looks like.

Hedieh: I write three things that I’m thankful for from that same day.

Beauty icons?

Hasti: Clémence Von Mueffling.

Hedieh: Princess Diana and my mom.

Best job?

Hasti: Deodoc, of course.

Hedieh: Definitely.

Worst job?

Hasti: Mine was working as a cashier in a supermarket.

Hedieh: My worst job was when I was working in a mental hospital. It was my summer job during med school. That was tough.

How the idea for Deodoc came to you?

Hasti: We launched Deodoc in 2014 because we personally struggled with intimate odor and didn’t know what to do about it. We didn’t have bad hygiene or a vaginal disease, but we still felt it was quite an uncomfortable topic to talk about.

Hedieh: Since I’m a doctor, I looked through my medical literature and saw that the same sweat glands that we have in the armpits exist in the intimate area. We decided to create the products that we wanted to see in the market because the existing products just weren’t good enough.

Best career advice you've ever received?

Hasti: It's a cliche, but it’s, “Listen to your gut.”

Hedieh: Oprah always says, “When you know better, you do better.”

Highest point as an entrepreneur?

Hasti: We just looked at each other, nodded, and said VIOLET GREY.  

Hedieh: No, really. We’re so grateful for VIOLET GREY

Lowest point as an entrepreneur?

Hasti: When Hedieh and I have an argument over something and we see things differently. We are so tight usually and 90 percent of the time we want the same thing at the same time. 

Hedieh: When we took in a person that was on our advisory and gave her shares. She was not good for the company and we struggled to get her out.

Scariest thing you've ever done?

Hasti: One of the scariest things I’ve ever done is pitch our business idea in the very beginning. It was for the Swedish version of Shark Tank. One of the sharks wanted to invest and we had a couple of meetings with him, but in the end, we turned him down. 

Hedieh: For me, the scariest thing was the first surgery I did on my own without a supervisor.

Best hidden talent?

Hasti: One of Hedieh’s hidden talents is that she’s a very good belly dancer. 

Hedieh: Hasti can sing very well and play the piano.

Backup career?

Hasti: Probably to work in an investment bank or consulting agency or as an auditor. Something with numbers.

Hedieh: For me, I would be a surgeon.