Building a Cult Fragrance Brand, Staying Profitable, and Brand Loyalty (Carina Chaz)

Oct 7, 2025

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On today’s episode, I am speaking with Carina Chaz, founder of DedCool. She shares how she built a cult-favorite fragrance brand from scratch—starting with DIY formulations. In this episode, she dives into launching during a pandemic, staying profitable without big funding, and how scrappy beginnings shaped her business approach. Carina also opens up about expanding fragrance into lifestyle products, building genuine brand loyalty, and why community is at the heart of DedCool’s success. Enjoy!

To connect with Carina on Instagram, click HERE.

To connect with Dedcool on Instagram, click HERE.

To check out Dedcool, click HERE.

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To learn more about Arrae, click HERE.

To check out Siff’s LTK, click HERE.

To check out Siff’s Amazon StoreFront, click HERE.

This episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct, or indirect financial interest in products, or services referred to in this episode.

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