By  on June 12, 2018

DedCool

Encouraged by her parents (the founders of the natural skin-care brand La Natura), Carina Chazanas created her first fragrance line when she was 16, a namesake brand that evoked a young, feminine vibe. Eight years later, a penchant for wearing men’s fragrances inspired Chazanas, a tomboy at heart, to launch her second brand, DedCool, which is genderless, vegan and nontoxic. “I wanted the concept to be that anyone can wear it and to abide by my own green beauty regimen,” said Chazanas. To appeal to all genders, the minimalist bottles are branded with a barcode unique to each scent, which are all named after a number, like Fragrance 02. The scents are inspired by her hometown of Los Angeles, and use ingredients sourced in the U.S. Prices range from $40 for a roller ball to $70 for a 1.7-oz. bottle; retailers include select Neiman Marcus, Credo Beauty, Riley Rose and Urban Outfitters doors. “Generation Z and Millennials are understanding that they don’t have to spend a lot for a good product,” said Chazanas. “DedCool introduces the idea that [fragrances] don’t have to use animal ingredients or any harmful components. I’d love to educate the consumer and move toward a greener world.”

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