DeoDoc is betting big on menopause.
The women’s intimate care brand has launched two stock keeping units to address menopause-related symptoms including the Meno Care Oil Wash, $45, and the Meno Care Hydrating Balm, $42. As part of the Meno Care launch, the brand is also highlighting its FDA-cleared Intimate Lubricant Drops, $25, a bestseller that is suitable for those going through menopause.
“This is a group of women that have real problems, real issues with vaginal dryness and dry vulvar skin,” said DeoDoc cofounder Dr. Hedieh Asadi. “There haven’t been any good products on the market for their specific needs and that are developed by women doctors and gynecologists so this is yet another segment that we want to go in to and improve.”
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According to Asadi, the team turned to its cofounder Dr. Gunvor Ekman Ordeberg, an OB-GYN who still sees patients.
“These two products are entirely developed based on the feedback that Dr. Gunvor has gotten during the years,” said Asadi, noting patients were seeking out products that moisturized the vulva without leaving a greasy feeling.
The brand’s Meno Care Oil Wash, $45, employs 100 percent plant-based oils, which “help to restore the skin’s barrier and helps to protect this area that is very fragile,” according to Asadi. She also describes the Meno Care Hydrating Balm, $42, as a “body lotion but for your vulvar area.”
As DeoDoc launches these products, it continues to build out its offering to address every stage of a woman’s life. Some of the brand’s other bestselling products include Intimate Wipes, $15; Daily Intimate Wash, $24, and Intimate Deospray, $20.
“We want to be there for all phases during a woman’s life, for the first period but also for the last period, and everything that happens with our intimate area during these years,” Asadi said.
Her sister and cofounder Hasti Asadi added: “It’s inevitable. All of us women, we’re going to end up there at some point in life, so even though the entire group of our following aren’t in menopause right now, they will end up there so we try to educate them.”
In the name of education, the brand is doubling down on content across Instagram, TikTok — where the brand has more than 175,000 followers — and the direct-to-consumer website, which has a blog section.
According to the team, more DeoDoc menopause products are in the works.
While the brand declined to share specific sales figures, they did note the Meno Care launch in Sweden four months ago has informed how they think it may perform overall.
“It has been one of our strongest launches,” Hasti said. “We think moving forward the Meno Care segment will stand for 25 percent of our sales everywhere.”