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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The Glossy Beauty Podcast's 2025 industry predictions

The Glossy Beauty Podcast's 2025 industry predictions

For this week's special episode, Glossy Beauty Podcast co-hosts Sara Spruch-Feiner and Lexy Lebsack brought on colleague Emily Jensen to discuss six topics — all 2024 trends they expect will continue ...

2 Tammi 20251h 9min

The Glossy Beauty Podcast’s 2024 can’t-miss moments

The Glossy Beauty Podcast’s 2024 can’t-miss moments

Glossy reporters Lexy Lebsack, Sara Spruch-Feiner and Emma Sandler welcomed dozens of guests onto the Glossy Beauty Podcast in 2024. This included top executives at L’Oréal Group and Kendo Brands; lon...

26 Joulu 202436min

Versed's Katherine Power and Lola Gonzalez Marra: ‘Every great brand should evolve its look and feel every five years’

Versed's Katherine Power and Lola Gonzalez Marra: ‘Every great brand should evolve its look and feel every five years’

“I believe that every great brand should evolve its look and feel about every five years,” said Katherine Power, serial entrepreneur and the founder of Versed skin care. “Since our launch in 2019, we'...

19 Joulu 202435min

Fazit's founders on how Taylor Swift and her glitter freckles changed their business

Fazit's founders on how Taylor Swift and her glitter freckles changed their business

Aliett Buttelman and Nina LaBruna launched Fazit Beauty in January 2022. When it first debuted, the brand focused on various skin-care patches. In the years since, it has built a following on TikTok (...

12 Joulu 202452min

Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea

Sumin Lee on why Beauty of Joseon is blowing up in the US before its native Korea

If you've scrolled TikTok lately, perhaps you've come across a sunscreen from K-beauty brand Beauty of Joseon. On the app, it's somewhat ubiquitous. Sumin Lee is part of a team that acquired the brand...

5 Joulu 202446min

Special Episode: The year's Black Friday-Cyber Monday retail trends

Special Episode: The year's Black Friday-Cyber Monday retail trends

According to market research analytics companies and retail industry trade groups, American consumers are forecasted to spend nearly a trillion dollars on holiday shopping this year.  Specifically, sh...

28 Marras 202442min

Fundraising lessons with Flamingo Estate founder Richard Christiansen: 'No one cares about the story'

Fundraising lessons with Flamingo Estate founder Richard Christiansen: 'No one cares about the story'

Richard Christiansen has learned many priceless lessons since he began fundraising for his brand, Flamingo Estate, around two years ago.  This includes his surprising realization that many investors c...

21 Marras 202452min

JB Skrub's Jill Biren on marketing to tween boys

JB Skrub's Jill Biren on marketing to tween boys

Before the "aha" moment that led to the creation of JB Skrub, the brand she co-founded with "Modern Family" star Julie Bowen, Jill Biren worked in magazine publishing at Condé Nast for 16 years. But t...

14 Marras 202453min

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