Indie perfume brand DedCool is rebelling against the old-school rules of fragrance:
It's vegan, genderless and sustainably minded.Author:Jessica L. YarbroughUpdated:Jan 24, 2020Original:Jan 24, 2020Bottle up all of beauty's buzziest buzzwords — unisex, vegan, non-toxic, sustainable — and you'd get a decanter of DedCool Milk Eau de Parfum .
"Fragrance is 100% male-dominated — every nose, every fragrance house," Chaz shares. "I was a 21-year-old female founder and not a lot of people took me seriously. Now I'm seeing the product on Instagram on every top shelf." The line has been picked up by more than 150 retailers worldwide, although Chaz notes, "We have now really pushed our efforts into direct-to-consumer.
In 2012, I decided to go to business school for a year and study art and business entrepreneurship, then came back to Los Angeles to finish university, where I graduated with an art and business entrepreneurship degree. When I officially launched DedCool in 2016, it came as more of a passion project and I had no plans on creating an actual business, but it eventually took off with the help of our Instagram channel.
How do you define a 'unisex' fragrance? The concept of a 'female' or 'male' cologne is totally made up, really. It seems silly to label one note a 'man's' note or vice versa. Using nature-identical ingredients is a lot more sustainable than pure essential oils. It takes a lot of water to harvest essential oils.
Milk is present in all of our fragrances but some of course have a higher percentage, and some just have a dash. It really just depends on a scent formulation and how it works with the Milk fragrance. It is a very light, wearable scent, but at the same time it kind of blends with your skin. That's really the beauty of it.We began getting questions from consumers asking what the scent was that tied all of the fragrances together. This is where we had that Aha! moment.
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