What DedCool does

DedCool (legal entity: New Fragrance Continental Inc., incorporated in Delaware) is a Los Angeles-based clean fragrance brand founded in 2016 by Carina Chaz at age 21, originally launched on Instagram. The company designs genderless, vegan, non-toxic fragrance formulations using organic plant extracts, with full ingredient transparency disclosed ahead of FDA allergen disclosure rules. Its core technology centers on a proprietary scent-layering system that allows customers to combine multiple fragrances (Milk, Xtra Milk, Mochi Milk, Mineral Milk, Taunt, Sunlit Blooms, Aura, and a numbered series) across four interconnected product categories: personal fragrance, laundry care, body care, home fragrance, and pet products. The brand pioneered the milk-scented fragrance category after its 2020 Milk launch achieved instant sellout, and continues to expand through Scents designed to be 'universal musk' applicable regardless of gender with warm, clean skin-scent profiles.

Name

DedCool

Legal name

New Fragrance Continental Inc.

Website

https://www.dedcool.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

DedCool is a Los Angeles-based clean fragrance brand that designs genderless, vegan, non-toxic, layered scents sold through DTC e-commerce, the DedClub subscription, and premium retailers including Sephora, Ulta, Credo, Saks Fifth Avenue, and Bloomingdale's.

Ownership category

akta.pro rank

Product category

Clean Fragrance & Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Deodorants & Antiperspirants (CRABADAB)

akta.pro secondary industries

Natural & Clean Fragrance (CRABADAG), Fabric Refreshers & Deodorizers (Odor Eliminators, Sprays) (CRADAKAD)

Keywords

• Clean fragrance
• Vegan perfumes
• Genderless fragrances
• Laundry fragrance products
• Home fragrance sprays

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer sales via dedicated Shopify e-commerce platform. Products include fragrances, laundry care, body care, and pet products. Subscription model (DedClub) provides recurring revenue with 15% subscriber discount and free shipping on subscription orders.
2. Retail/B2B Distribution: Wholesale distribution through premium retail partners including Sephora, Ulta Beauty, Credo, Saks Fifth Avenue, and Bloomingdale's, with international shipping available for non-fragrance products.
3. Collaboration Products: Limited-edition co-branded products with partners such as Brooklinen (Sleep Mode pillow spray), Calpak (Boarding Bundle), Erewhon (XTRA MILK Smoothie), and OUAI (Melrose Place Dryer Sheets) generating incremental revenue and brand awareness.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

DedCool designs, manufactures, and sells genderless, vegan, and non-toxic clean fragrances under its own brand, together with a layered lifestyle product ecosystem that extends the same scent families into laundry detergent, dryer sheets, room and linen sprays, body wash, lotion, scrub, hand care, balm sticks, and pet grooming products. The company sells primarily direct-to-consumer through its Shopify website with a subscription program (DedClub) and through wholesale distribution at premium retailers such as Sephora, Ulta Beauty, Credo, Saks Fifth Avenue, and Bloomingdale's.

Product overview

DedCool is a clean fragrance brand that has evolved from a single Instagram-launched perfume line (2016) into a comprehensive scent-of-life platform. The core offering centers on genderless, vegan, non-toxic fragrances available as standalone perfumes in multiple scent families (Milk, Taunt, numbered series, and seasonal scents). The product ecosystem extends across four interconnected categories: (1) Fragrances - the core perfumes including Xtra Milk, Milk, Mochi Milk, Mineral Milk, and numbered lines; (2) Laundry + Home - Dedtergent laundry detergents, room sprays, dryer sheets, air fresheners, and incense that let customers scent their entire environment; (3) Hand + Body - body wash, lotion, scrub, hand wash, cream, and balm sticks for personal care; (4) Pet - pet-specific fragrances, shampoos, and odor drops. The brand enables scent layering and lifestyle integration, with products designed to work together so customers can scent themselves, their homes, and their laundry with coordinated fragrances. Recent expansions include collaborations (Brooklinen Sleep Mode pillow spray, OUAI dryer sheets, FP Movement activewear detergent, Erewhon XTRA MILK Smoothie) and specialty offerings like travel sprays and discovery sample packs.

Differentiator

Problem solved

Functional benefit

Products and services

• Xtra Milk Fragrance Flagship 1.7 oz fragrance priced at $90 featuring notes of sandalwood, black pepper, amber, and exotic woods; described as a skin-like musk with warm, clean character that anchors the Milk scent family.
• Milk Fragrance Signature 1.7 oz fragrance priced at $90 with bergamot top notes, white musk middle notes, and amber base; positioned as a universal, warm, clean skin scent and the original Milk family scent.
• Mochi Milk Fragrance 1.7 oz fragrance priced at $90 blending peach, marshmallow, and rice milk notes with a musky base; described as a subtle, intimate gourmand scent in the Milk fragrance family.
• Mineral Milk Fragrance Coastal-inspired fragrance featuring golden nectar and passionfruit top notes with coastal lavender, ocean air, and marine salt mid notes over amber milk, Virginia cedar, and Australian sandalwood base; positioned as a seaside daydream in the Milk family.
• Fragrance 01 'Taunt' Creamy, alluring fragrance with bergamot and fresh dew top notes, floral and cassis middle notes, and a vanilla and amber base; described as a nostalgic, coming-of-age style scent available in 1.7 oz format at $90.
• Fragrance 02 One of DedCool's numbered fragrance offerings sold as a 1.7 oz fine fragrance for $90, designed to layer with the rest of the brand's scent portfolio. Numbered fragrance in DedCool's 1.7 oz fine fragrance collection priced at $90, intended to coordinate and layer with the broader DedCool scent library.
• Fragrance 05 'Spring' Seasonal numbered fragrance in DedCool's 1.7 oz fine fragrance lineup, priced at $90 and intended for layering with the rest of the brand's scent portfolio.
• Sunlit Blooms Floral fine fragrance in DedCool's 1.7 oz perfume collection priced at $90, designed to coordinate with the brand's layering scent system.
• Madonna Lilly Floral 1.7 oz fine fragrance priced at $90 in DedCool's numbered collection, intended for layering with the broader scent portfolio.
• Red Dakota One of DedCool's 1.7 oz fine fragrances priced at $90, part of the brand's portfolio of coordinated scents designed for layering and signature scent creation.
• Aura Fragrance 1.7 oz fine fragrance priced at $90; featured in the brand's 'What's ur aura' personality quiz that matches customers with their signature scent profile.
• Dedtergent Laundry Detergent Signature laundry detergent available in Xtra Milk, Milk, Taunt, Mochi Milk, Spring, and Red Dakota scents, formulated to scent laundry with DedCool's signature fragrances and offered in regular ($35) and 64 oz refill ($60) sizes.
• DedCool x FP Movement Dedtergent+ Activewear Detergent Specialty laundry detergent formulated for activewear to remove stubborn odors and stains, co-developed with FP Movement and scented with DedCool's Madonna Lilly fragrance; packaged in a recyclable aluminum tin.
• Room + Linen Spray Room and linen spray priced at $40 and available in Xtra Milk, Mochi Milk, and Taunt scents for scenting living spaces and fabrics.
• Dryer Sheets Dryer sheets available in Xtra Milk, Mochi Milk, and Taunt scents at $12 per box, infusing laundry with DedCool fragrances during the drying cycle.
• Air Freshener Car and room air fresheners priced at $12 each, available in Taunt, Fragrance 02, Fragrance 03 Blonde, Madonna Lilly, Red Dakota, and Aura scents.
• Incense Incense sticks priced at $20 each and available in Xtra Milk, Mochi Milk, and Taunt scents, sold individually or as part of sets with holders.
• Incense Holder Incense holders available in Xtra Milk, Mochi Milk, and Taunt scents, sold individually or as part of incense-and-holder sets priced $45–$50.
• Body Wash Body wash available in Xtra Milk and Taunt scents at $28 each, part of DedCool's hand and body care line.
• Body Lotion Body lotion available in Xtra Milk and Taunt scents at $32 each, part of DedCool's hand and body care line.
• Body Scrub Body scrub available in Xtra Milk and Taunt scents, part of DedCool's hand and body care line with prices varying by size.
• Hand Wash Hand wash priced at $22 and available in Xtra Milk and Taunt scents, part of DedCool's hand and body care line.
• Hand Cream Hand cream available in Xtra Milk and Taunt scents, part of DedCool's hand and body care line with prices varying by size.
• Balm Sticks Lip and body balm sticks priced at $10 each and available in Marshmallow, Banana Kush, Coconut Milk, Vanilla, Chocolate Mushroom, Watermelon, Guava, Cannabis, Rose, and Mint varieties.
• Pet Fragrance Pet-specific fragrance spray priced varying by size and available in Taunt scent as part of DedCool's pet grooming and fragrance line.
• Pet Shampoo Pet shampoo available in Taunt scent in both regular and $7 mini size and a $68 refill variant, part of DedCool's pet care line.
• Poop Drops Pet waste odor neutralizer drops available in Red Dakota and Taunt scents as part of DedCool's pet care line.
• Travel Sprays Travel-sized fragrance sprays priced at $30 each and available across the brand's full scent lineup, intended for on-the-go wear and layering.
• Sample Packs Build-your-own sample tin and curated discovery sets, including a Build Ur Own Sample Pack at $29 (was $36), Discovery Set 6-pack, and Discovery Set 12-pack at $61 (was $72), with 20% off the first full-size fragrance purchase.
• DedCool Bundles Curated product bundles including The (Almost) Everything Set at $145, Best Sellers Discovery Trio at $75, Fragrance Duo at $96, Travel Spray Trio at $76, The Signature Set at $227, and Drench Ur Life Duo at $106, offering markdowns versus individual product pricing.
• DedCool x Brooklinen Sleep Mode Pillow Spray Co-branded Sleep Mode mini pillow spray collaboration with DTC bedding brand Brooklinen, bundled with a Super-Plush Robe priced at $150 as a limited-edition offering.
• DedCool x OUAI Melrose Place Dryer Sheets Co-branded dryer sheets combining DedCool's laundry fragrance expertise with OUAI's hair care brand positioning for the Melrose Place limited-edition collaboration.
• Lip Balm BYO Trio Build-your-own trio of DedCool lip balms in Marshmallow, Banana Kush, Coconut Milk, Vanilla, Chocolate Mushroom, Watermelon, Guava, Cannabis, Rose, and Mint varieties, allowing customers to customize their selection.
• DedCool x Erewhon XTRA MILK Smoothie Limited-edition XTRA MILK Smoothie collaboration with premium LA grocer Erewhon, made with Earl Grey tea, banana, and coconut milk and available through September 30, 2025.
• DedCool x Calpak Boarding Bundle Essentials Kit Co-branded Boarding Bundle Essentials Kit collaboration with travel luggage and accessories brand Calpak featuring travel-sized DedCool products.

Quantifiable outcome

• Mochi Milk sold out within two days with 5,000+ waitlist
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, minor and core.

• BrooklinenflagshipStrategic or Co-development Partner · 19 May 2026DTC bedding brand partnership to launch co-branded pillow and bathrobe fragrance called Sleep Mode. Limited-edition Super-Plush Robe with 1-ounce scent bottle priced at $150. Collaboration highlights Brooklinen's booming robe business and alignment around youth, creativity, and self-expression.
• CalpakminorStrategic or Co-development Partner · 27 October 2025Travel luggage and accessories brand collaboration for Boarding Bundle Essentials Kit featuring DedCool travel-sized products.
• ErewhonminorStrategic or Co-development Partner · 15 July 2025Los Angeles premium grocery store collaboration launching XTRA MILK Smoothie inspired by the DedCool fragrance of the same name. Limited-edition creamy blue smoothie combining Earl Grey tea, banana, and coconut milk, available until September 30.
• OUAIminorStrategic or Co-development PartnerMelrose Place Dryer Sheets collaboration combining DedCool laundry fragrance expertise with OUAI's hair care brand positioning.
• 1% for the PlanetcoreOthersEnvironmental commitment where DedCool pledges 1% of sales to environmental causes. Part of broader sustainability positioning including carbon neutrality, vegan formulations, and biodegradable ingredients.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Snif: DTC clean fragrance startup with a try-before-you-buy sample model and unisex positioning. Competes for the same Gen Z / Millennial conscious consumer with similar price points and discovery-set mechanics.
• Ellis Brooklyn: Clean, eco-conscious fragrance and body care brand with unisex scents. Overlaps directly with DedCool's genderless fine fragrance positioning and the broader home + body scent extension strategy.
• Lake & Skye: Clean, wellness-oriented fragrance brand with unisex scents and a focus on ingredient transparency. Comparable in the indie clean-beauty fragrance niche with a similar multi-category scent ecosystem.
• D.S. & Durga: Independent fragrance house with niche, genderless positioning and storytelling-led brand building. Comparable as a craft-driven fragrance brand targeting similar design-conscious consumers.
• Skylar: DTC-first clean fragrance brand focused on hypoallergenic, natural, and unisex scents. Directly comparable on clean-ingredient positioning, subscription mechanics, and premium price points.
• Phlur: Indie fine fragrance brand positioned around clean ingredients, unisex scents, and modern DTC storytelling. Competes head-to-head with DedCool in the prestige clean fragrance category and is also stocked at Sephora.
• Henry Rose: Clean, transparent fine fragrance brand with unisex positioning. Sells through DTC and premium retail (Sephora, Credo). Also a Sandbridge Capital portfolio company, making it both a direct competitor and a financial comparable.
• By Rosie Jane: Clean, multi-category indie fragrance brand with body, home, and perfume products. Overlaps with DedCool's strategy of extending a signature scent across personal and home categories.
• Maison Louis Marie: Clean, botanical, unisex fragrance house with candles, perfumes, and body products. Comparable on clean ingredients, genderless positioning, and the multi-category scent ecosystem.
• Commodity: Modern, gender-neutral fine fragrance brand sold DTC and through premium retail. Comparable in unisex positioning, clean-leaning formulation, and accessible-luxury pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DEDCOOL.LA
• Instagraminstagram.com/dedcool/?hl=en
• TikToktiktok.com/@dedcool

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DedCool