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Carina Chaz was just thirteen when she created the scent that would shape her personal identity—and unknowingly, the DNA of her future brand. Since then, the founder of DedCool has gone on to build one of the most beloved clean fragrance lines out there, turning heads (and scent wardrobes) with everything from cult-favorite MILK to the unexpectedly addictive Mochi Milk. We caught up with Carina to talk second-skin scents, why DedCool isn’t just a fragrance brand—it’s a lifestyle—and the underrated product she swears we’re all forgetting to layer. From clean formulation truths to what really makes a fragrance stand out in a marshmallow-saturated market, consider this your deep dive into living well, the DedCool way.
Living Well with Carina Chaz, Founder of DedCool
You’ve said DedCool was born out of your love for “masculine” scents—what was the first scent that truly felt like you? That would be Taunt. I created it when I was 13, and it was a real coming-of-age moment for me. It was the first time I felt like I could shape how I was perceived in the world through scent. I wasn’t into makeup or hair, but fragrance became my thing—and Taunt was the start of it all.
Is there a DedCool scent that feels closest to your own personality? One that feels like your second skin? Xtra Milk is probably the closest to my second skin. I wear it as my base and layer other scents and products on top of it throughout the day. It’s kind of always with me—on my clothes, in my hair, in my space.
DedCool has a few unmistakable icons—Xtra Milk, Milk, Dedtergent 01 Taunt. What do those hero products say about the DNA of the brand? They really capture what DedCool is all about—redefining fragrance beyond the bottle. Whether it’s a laundry detergent or a personal scent, everything we create is meant to be genderless, expressive, and woven into your everyday routines. We want scent to be something you live in.
We’re obsessed with your latest launch, Mochi Milk. With so many marshmallow-vanilla scents flooding the market lately, what makes this one truly stand out? With Mochi Milk, we set out to create something sweet and cozy—but still undeniably DedCool. It’s our take on a gourmand for people who don’t usually gravitate toward gourmands. We wanted to capture the comfort of vanilla without falling into the overly sugary, predictable territory. It’s soft and addictive, but layered in a way that feels elevated, unexpected, and easy to wear every day.
You’ve created fragrance across unexpected categories—from laundry detergent to air fresheners. Which one challenged you the most creatively? Dedtergent for sure. Fragrance for fabric performs so differently than on skin, and I wanted to make sure it still felt like you—just in your clothes. It was important to me that it wasn’t just functional, but also emotional. It’s one of the categories I’m proudest of because it really embodies our mission.
What’s one product people should be layering—but probably aren’t? Fragrance touchpoints like room sprays and hand creams are so underrated. We’re giving people more ways to live in scent, and I love when people start layering them throughout their day—not just their body, but their space too.
Besides fragrance, is there a beauty product you’re a total snob about? I never used to care about it, but now I’m obsessed with Crown Affair—especially their Leave-In Conditioner and brush. I’ve also gotten into skincare with brands like Tower 28, Kosas, and U Beauty. I rotate products a lot but I know what works for me.
What’s the one thing you wish more people understood about clean fragrance formulation? That it doesn’t have to mean compromise. We’re non-toxic, biodegradable, and vegan—and our scents are still complex, long-lasting, and elevated. There’s this misconception that clean equals basic, and that’s just not true.
What are some ways DedCool practices sustainability behind the scenes that customers might not know about? All of our products are non-toxic, biodegradable, and vegan. That’s been core to the brand since day one. We’ve always been intentional about our formulations and how they show up in the world—both for people and the planet.
What’s your go-to “leave the house in 15 minutes” beauty routine? Tower 28 SOS Spray, Sofie Pavitt Mandelic Acid Serum, Herbivore Cloud Jelly, Youth To The People Vitamin C, and Kosas deodorant. Then I’ll do a quick swipe of Kosas DreamBeam, MILK’s Watermelon Jelly Stick, and Kulfi Brow Gel. That’s my no-fuss go-to.
If you had to write a letter to the next generation of brand builders, what would you want them to know? If you have something to say, say it. The refinement can come later. When I launched DedCool, I used stock bottles, tape, and handwriting for labels because I didn’t know Photoshop. I didn’t have a business plan—I had a point of view.
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