Created by Eimear Tully, Dublin-based brand Indeora draws from her husband Pranshul Chauhan’s Indian heritage. Inspired by Ayurvedic practices using natural ingredients, she learned about the benefits of magnesium to deodorize the body. The ingredient is central to Indeora’s light spray deodorant scented with natural coconut and vanilla oils. The product retails for 19.95 euros or almost $22.50 for a bottle that lasts for three months or 400 sprays. It’s designed to leave zero residue and neutralize odor for up to 24 hours.
A silk gown put Indeora to the test. A model anxious about getting deodorant marks on an expensive Valentino number she was asked to wear on the runway contacted Tully about Indeora’s formula, which withstood the fashion emergency. “Nobody wants to destroy a couture dress with a deo mark,” says Tully. “[The model] called after [the show] to say it didn’t leave a single mark on the dress, and she was odor free all night!”
Self-funded Indeora, which launched in February last year, is stocked in over 120 leading pharmacies, health shops and across Ireland such as Meaghers Pharmacy, Cara Pharmacy & Beauty and McCauley Health & Beauty Pharmacy, and it recently entered the assortment at British e-tailer Victoria Health. The brand has also racked up a nomination for a Best In Wellness award from Vogue in the United Kingdom.
Expansion into the United States is in the near future for Indeora. As she builds the brand, Tully keeps in mind the wise words of her Mammy. “She told me ‘I just want all my kids to contribute in some way to society. If you do that, I’ll be happy.’ That advice never left me,” she says. “Every time someone tells us that Indeora convinced them to go natural with their underarm care, this gives us a sense of purpose and motivation to keep going.”