Interview: Carina Chaz of DedCool
Carina Chaz was no stranger to beauty when she launched DedCool in 2016, at just 21. Raised by her mother, the founder of the natural bodycare brand LaNatura, she grew up surrounded by formulas and fragrance in an environment that nurtured her desire to create. As she entered adulthood, that fascination evolved into a rejection of the fragrance industry’s conventions and a vision for what scent could represent in the 21st century. The result was DedCool, a brand rewriting the rules with a modern, genderless, and sustainable approach.
Built on Carina’s belief that scent should extend beyond personal fragrance, DedCool weaves itself into everyday life, infusing laundry detergent, car fresheners, even pet products, so that fragrance becomes lived rather than simply worn. Its collection, which is designed for layering and personalisation, invites wearers to curate a scent wardrobe that feels entirely their own.
In our interview with Carina, she shared DedCool’s beginnings, her philosophy on scent as self-expression, and what lies ahead for the brand.
What inspired you to create DedCool?
DedCool was seriously the happiest accident that ever happened! I grew up in LA as the only child of two immigrant parents who started a small beauty manufacturing business in the ’80s. I wasn’t allowed to wear conventional perfumes, so I started making my own. At 13, I created my first fragrance, Taunt, which is still in our line today and remains a bestseller.
Fragrance became my tool for self-expression. When I launched DedCool in 2016, my goal was to challenge the outdated, overly polished norms of the luxury fragrance industry with something clean, genderless, and expressive. It started with DIY labels, stock bottles, and a little savings, and somehow, it worked!
What product makes the best introduction to the brand?
Xtra Milk. It’s our hero because it embodies everything DedCool stands for. It’s creamy, musky, with that second-skin vibe that feels effortless. It’s also the scent I wear and layer with every day. We even created our own take on the fragrance as an Erewhon smoothie!
What has been the biggest highlight?
Seeing our community embrace our latest launch, Mochi Milk, has been incredible. It sold out in two days on Sephora and had a crazy waitlist. It’s technically a gourmand, but it’s designed for people who do not usually gravitate toward sweet scents. The blend of peach nectar, rice milk, marshmallow, and sandalwood make it cozy and addictive without being overpowering, and it is completely different from anything else in our collection. The fact that it sold out so quickly validated that people were ready for something a bit unexpected from us.
Another major moment was our collaboration with Erewhon on the Xtra Milk Smoothie, which was the first functional fragrance smoothie Erewhon has ever done. Bringing fragrance into a food experience pushed us beyond traditional boundaries and really cemented DedCool as a lifestyle brand.
What advice would you give to those wanting to launch their own beauty business?
Don’t build for trends; build for authenticity. That’s what lasts! Also, start scrappy. Those early challenges teach you resourcefulness and keep your vision strong.
What’s next for DedCool?
DedCool has never been just about traditional fragrance; it’s about scenting your entire life. Expect to see more lifestyle products and innovative formats that go beyond your wrist while staying true to our DNA. Our community has been asking for some fun extensions of our Milk family, and those are coming soon.
What does your daily beauty routine look like?
I’m a minimalist. My mornings start with movement, usually a walk, and on work-from-home days I add a sauna session and an ice bath. Skincare is simple with cleanser, hydration, SPF, and maybe a serum. And always, always fragrance because scent is my grounding ritual.
What are three beauty products you can’t live without?
- DedCool Xtra Milk: It’s literally everywhere in my life.
- Tower 28 SOS Rescue Spray: A skin savior that calms everything.
- Youth to the People Vitamin C Serum: Fresh, lightweight, and makes me look like I slept eight hours.
What was the first fragrance you purchased?
CK One. The fragrance felt so ahead of its time because it wasn’t defined by gender.
What person or brand would you love to collaborate with?
What’s not getting the attention it deserves in the beauty industry right now?
Scent as self-care. We talk endlessly about skincare and supplements, but fragrance is such an emotional trigger. It can change your mood instantly. I’d love to see more people using scent as part of their wellness rituals, not just as an accessory.
DedCool is available online at dedcool.com. In the UK, the brand is stocked at Space NK, while in the US it can be found at Sephora.