Building DedCool into a Gen-Z Fragrance Sensation, with Carina Chaz

Feb 1, 2024

Carina Chaz, the innovative founder of DedCool, created her first fragrance at 13 and already broke barriers with her genderless, vegan, and non-toxic scents by 21. She shares the whirlwind journey of her brand, from selling out 1,000 bottles to being featured at major retailers like Barneys and Sephora. Carina discusses her unique scent inspirations, including the influence of her upbringing and her favorite essential oils. She also dives into how fragrances can serve as a powerful means of self-expression, reflecting personal identity and challenges in the beauty industry.

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INSIGHT

Essential Oils Sparked Creation

Carina’s early fragrance experience was via essential oils, as traditional fragrances were not allowed.
Essential oils lacked the self-expression she wanted, which inspired her to create her own scent profiles.

INSIGHT

Nature's Influence on Fragrance

Carina’s mother educated her on the scents of plants, instilling a deep appreciation for natural ingredients.
This early connection influences Carina’s approach to fragrance and lifestyle today.

INSIGHT

DedCool’s Genderless Fragrance Philosophy

Essential oils are genderless, which shaped DedCool's status as a gender-free fragrance brand.
Carina challenges the feminine/masculine fragrance divide, advocating for personal choice on the scent spectrum.

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Carina created her first fragrance at 13 and launched her brand, DedCool, at 21. The first 1,000 bottles sold out instantly and before long, it was featured on the shelves of major retailers like Barneys and Sephora. DedCool’s scents challenge traditional norms, with a genderless, vegan, and non-toxic line that includes hits like Xtra Milk and Red Dakota.

In this episode, Carina sits down with Heather Hyatt, who runs social media at Scentbird. She takes us behind the scenes of DedCool, reveals the “secret sauce” found in all their fragrances, and explores how the brand is a reflection of her coming-of-age story.

Highlights:
• A quick intro from Heather
• Why Carina wasn’t allowed to experience traditional fragrance
• Growing up as the daughter of a formulator
• “I was stuck wearing essential oils”
• Exploring nature and the power of plants
• Feeling not quite a “girly girl” or “tom boy”
• Is DedCool in the women’s or men’s department?
• A Quick Guide to Carina’s Favorite Essential Oils
• Carina didn’t love citrus… until she experienced this note
• Collabs: Starface and Ouai
• Starting DedCool at age 21
• Scent Spotlight: Xtra Milk, Madonna Lilly, Red Dakota, and Fragrance 01 “Taunt”
• The “secret sauce” found in all DedCool fragrances
• The first 1,000 bottles that sold out instantly
• The scent to try when you’re not sure what to wear
• True or false: DedCool uses water in fragrances
• The fragrance that went viral on TikTok
• The first fragrance Carina ever made
• A fresh take on vanilla
• Wearing fragrance to sleep?
• Scent Connection: Coming of Age Edition
• Creating a fragrance as a 13-year-old
• The first Instagram “vibes” page
• When Nasty Gal reached out
• Why Carina connected so deeply with fragrance

Featured Fragrances:
Xtra Milk by DedCool

Red Dakota by DedCool

Madonna Lilly by DedCool

Fragrance 01 “Taunt” by DedCool

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