When Carina Chaz founded DedCool, a fragrance brand located in Los Angeles that is gender-neutral, her objective was to produce high-quality, sustainable fragrances that are vegan, cruelty-free, and non-toxic. After huge success early on, the core fragrance range has now expanded to include poop drops, laundry detergent, candles and car fresheners, available exclusively at Mecca in Australia. Retail Beauty sat down with 29-year-old entrepreneur to find out more about the ways DedCool is breaking boundaries and blurring lines in the fragrance world.

What’s the story behind naming it DedCool?

Naming the brand was the last piece of the puzzle, which is funny because typically, it’s the first step in starting a business. When I began DedCool, I never anticipated it would become as significant as it is today. I still have moments where I have to pinch myself, especially when I’m travelling to Australia, to realise that this dream has become a reality. What started as a passion project has evolved into a growing business with about 30 employees. The name “DedCool” reflects our desire to create a new way of experiencing fragrance. We wanted to be rebellious and do things our way, which is why the name holds a special meaning for us. It means nothing, but it means everything at the same time, as we strive to make an impact and provide our customers with fragrance extensions that fit seamlessly into their daily lives.

How did  DedCool begin?

The concept of DedCool has been around since 2016. It started as a passion project very humbly on Instagram and with me knocking on doors of little boutique shops.  I was just looking through my mum’s photos and laughing as  there’s a photo of me with a little trunk show table with my products and now DedCool  has a huge display at Mecca. It’s totally surreal.

Why did you partner with Mecca?

Mecca is an incredible place to be. Prior to visiting, we could only imagine what it would be like, but seeing it in person has exceeded our expectations. The store and the people we have encountered have been exceptional, and we feel fortunate to be part of the Mecca family.

You had some success early on?

Our journey really started in 2018 and 2019, during which we experienced a lot growth. We had the opportunity to launch in Barneys New York (Barneys closed down in 2022) which was my dream at the time because Barneys was renowned for its niche perfumery. It was an honour to be alongside Le Labo and Byredo, brands that had made such an impact in the fragrance industry’s early years. Our launch in Barneys was a trial, and we sold out within a week. It was then that I realised that the DedCool story needed to be told.

How did Covid-19 impact the business?

We were very bootstrap and had no outside investment. So, figuring out how to get our story told with little to no marketing budget was challenging. But, from there, we saw tremendous growth, especially during the pandemic, as people were staying at home and needed a way to uplift their mood, and fragrance was the perfect solution.

How do you create each scent?

It can take up to a year to complete a scent, although I’m aware there may be easier and more efficient methods out there. When creating a fragrance, I allow myself to be inspired by the moment and jot down any notes or feelings that come to mind. Each scent I create is like a personal journey, reflecting different stages of my life. One of my earliest scents, which has become very popular, was created when I was 21 and exploring my identity as a young adult, feeling confident and empowered. It’s interesting to revisit scents I’ve created at different points in my life, as they bring back specific memories and emotions. I often wear a scent for around six months to fully explore its nuances, but the great thing about my brand is that customers don’t have to commit to just one fragrance. Our newest scent, Smiley Face Garden, was inspired by my recent 29th birthday and my desire to play with a rose scent, which symbolises maturity. We approached it in a fun and playful way, as a reminder that growing older doesn’t mean losing your sense of fun and youthfulness.

Why is niche fragrance becoming so popular?

For a long time, fragrance has been considered a luxury item that people would only use on special occasions. However, nowadays, people are using fragrance as a means of self-expression, incorporating it into their wardrobe. Personally, I choose my fragrance based on my mood, attire, or how I’m feeling. It’s crucial to create accessible products that people can use to express themselves, just like they would with makeup, hair, or jewellery. This evolution is fantastic, and fragrance has become an essential component of one’s self-expression. Individuality is crucial, and smelling the same as our friends is not desirable. Playing with fragrances is an excellent way to express oneself. There is no wrong way to do it. It’s all about how you feel and your mood in that moment, and building your fragrance choice based on that.

Why is sustainability important?

DedCool  was founded with a strong focus on sustainability, which has been a part of our brand’s DNA since the beginning. Back in 2016, before sustainability became a buzzword, it was a personal value of mine as a conscious consumer, and also influenced by my California upbringing where we were mindful of the excessive droughts. My parents were also conscious individuals who instilled in me the importance of minimising waste. While we understand that waste is inevitable in product manufacturing, we do our best to minimise it. For instance, our packaging boxes are made from tree-free paper, and we use glass for all our products. We also offer reusable sample tins that we encourage our customers to carry with them. Whenever possible, we opt for glass as it is a recyclable material. Our laundry detergent comes in aluminium packaging, which is a plentiful resource, and our air fresheners are made from recycled paper.

What are your hero products?

One of our best-selling fragrances is Milk, which serves as our layering scent and provides a light, second skin feel. After receiving numerous customer requests for a stronger version, we created Extra Milk. At our core, we prioritise our customers and always strive to put their needs first. We recently conducted a customer survey and were blown away by the 10,000 submissions we received. What’s even more amazing is that the initial email we sent out had no incentives or offers attached, yet still generated significant sales. We later rewarded our customers with gift cards, which led to another surge in sales, with 3,000 orders coming in within an hour. Ultimately, we value transparency and the ability to connect with our customers, and there’s nothing quite like hearing directly from them.

This article was first published in the Winter issue of Retail Beauty:

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