The Glossy Beauty Podcast
DedCool's Carina Chaz on 'reshaping the way fragrance is defined and experienced'
Sep 26, 2024
Carina Chaz, founder of DedCool, a genderless fragrance brand, discusses the evolving fragrance industry and how her brand carved a niche by integrating scents into everyday items like laundry detergents. She shares her journey from a passion for perfumery at 13 to launching a brand that appeals to diverse audiences, especially Gen Z. Chaz highlights the significance of community engagement, grassroots marketing, and how the pandemic reshaped routines, transforming fragrance into an essential part of daily life.
36:50
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Quick takeaways
- DedCool differentiates itself in the fragrance market by offering functional products like laundry detergents, appealing to consumers' everyday needs.
- The brand's inclusive, genderless ethos and focus on sustainability resonate with diverse audiences, particularly younger generations valuing authentic self-expression.
Deep dives
Karina Chaz's Journey to Founding Dead Cool
The founder of Dead Cool, Karina Chaz, began her journey in fragrance at a young age, inspired by her entrepreneurial parents in the beauty industry. At just 13, she started experimenting with perfume-making, which sparked her passion for self-expression through scent. Chaz’s dedication culminated in the launch of Dead Cool in 2016, with a vision that focused on accessible fragrances priced around $90, contrasting with luxury brands costing hundreds. By fostering a grassroots approach, Dead Cool eventually gained traction, culminating in its launch at Sephora in 2022, marking a significant milestone for the brand.
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