DedCool was inspired by Carina’s lifelong exposure to beauty formulation through her mother, with whom she shared a passion for fragrance from a young age. This led Carina to create DedCool with a fresh perspective on fragrance, challenging industry norms to shape a more modern, inclusive approach. Starting on Instagram and through consignment in local boutiques, DedCool evolved into a thriving brand that redefines fragrance today.

DedCool emphasizes sustainability through vegan, biodegradable, and water-free formulas, while maintaining a carbon-neutral, in-house production process. The brand also supports environmental initiatives through 1% For The Planet and seeks continuous innovation in sustainable packaging.