Fragrance house

DedCool

Based in Los Angeles, DedCool was founded in 2016 by Carina Chaz while she was in college, beginning as a dorm-room project and Instagram page. Chaz created the brand from an interest in clean, gender-neutral fragrance and a rejection of conventional gendered marketing, building its identity around functional scent, personalization, and layering fragrance into everyday life. In 2015, she created the conscious perfume she could not find; three years later, DedCool became the first clean fragrance brand carried by Barneys. Chaz has been the brand’s principal creative figure, describing herself as a self-taught nose and creating its scents herself for many years, while now working with a fine-fragrance house to realize her ideas. In 2020, DedCool added ancillary products such as laundry detergent, and its scent formats now extend to laundry, home, cars, and pets. Milk, the first scent Chaz composed, was released as a standalone fragrance in 2021 after appearing across the brand’s compositions and is now labeled a bestseller by DedCool.