DedCool's Carina Chaz on 'reshaping the way fragrance is defined and experienced'

DedCool's Carina Chaz on 'reshaping the way fragrance is defined and experienced'

With the fragrance industry expected to generate $59.9 billion in 2024, both new and heritage brands are strategizing to differentiate in the growing market. For some, the result is offering niche scents, and for others, it's leveraging communities. For 8-year-old DedCool, a genderless, planet-first and functional approach is what sets it apart, said founder Carina Chaz. Since launching DedCool in 2016 with a self-investment of $10,000, Chaz has made her brand one to watch. In August 2022, Dedcool expanded to Sephora stores and its e-commerce channels and introduced three new product categories, including air fresheners, candles and laundry detergent. The latter, Chaz told Glossy, now drives 30% of the business. "The fragrance category has expanded so much, and DedCool was never meant to be a true fragrance brand. We want to speak to fragrance in ways that our competitors aren't speaking to fragrance," Chaz said on the latest episode of the Glossy Beauty Podcast. Also on the podcast, Chaz shares how she grew DedCool in its early stages and how she has created a brand that appeals to people in different life stages.

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Kelli Anne Sewell is building a different kind of makeup artist-founded business

Kelli Anne Sewell is building a different kind of makeup artist-founded business

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MCoBeauty CMO Meridith Rojas: 'Dupes democratize beauty'

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Founder Jordan Samuel on launching less products

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Jordan Samuel, a former ballet dancer, launched his eponymous skin care brand in 2013, with just two products: The After Show Treatment Cleanser and the Hydrate Facial Serum. He has grown, since then...

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Amanda Kloots on Proper, her new brand of supplements in partnership with The Center

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To her 769,000 Instagram followers, fitness entrepreneur-turned-brand founder Amanda Kloots feels like a friend who just happens to sometimes star in movies or host TV shows — she wrapped her gig on C...

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Remedy Place’s Dr. Jonathan Leary: 'Social self-care' is the future of wellness

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Dr. Jonathan Leary is on a mission to change how and where consumers socialize.  “We're the world's first social wellness club. What I mean by that is we're not a gym, we're not a spa, we don't do bea...

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Dr. David Shafer on GLP-1s, NAD and metabolic optimization

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Dr. David Shafer has been a practicing plastic surgeon for 15 years, but since 2020, the Shafer Clinic, where he practices, has also operated Advitam, a metabolic aesthetics clinic. Through Dr. Shafer...

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Your Reformer’s Emma Stallworthy on scaling subscription pilates in the US

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Despite being around for nearly 100 years, pilates has never been so popular.  As previously reported by Glossy, search volume for “pilates” was at an all-time high in January 2004, with small yearly ...

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