From 200 IG Followers to Sephora & Erewhon– How DedCool Became a Multi-Million Dollar Business
DedCool Founder, Carina Chaz has had anything but a conventional career. Born into a family of beauty entrepreneurs (her Italian mother worked directly with Estée Lauder launching Clinique), Carina took her passion for world building and bootstrapped a multi-million dollar empire. From formulating her first fragrance "Carina No. 13" at her bat mitzvah, to building a cult following around mysterious "milk" notes, her taste is spot on.
Known for irresistible, genderless fragrances, the brand is rewriting the rules of scent, and proving that laundry detergent can be just as sexy as perfume…And more profitable! Discover scrappy brand building techniques that established DedCool on the shelves of Sephora and Erewhon, to become one of the most innovative scent lifestyle companies in the industry.
What You’ll Learn:
CHAPTERS:
00:00 Introducing Carina Chaz & The Founding Story of DedCool
8:30 Fragrance Master: Carina’s First Perfume she Designed at Age 13
16:45 Selling on Consignment– The Power of Door-to-Door Sales in The Early Days
24:20 "I Didn't Know We Made Millions"—The Moment Everything Changed For DedCool
32:15 How Carina Sold 5,000 Bottles in 1 Week
40:30 Risks That Pay Off! Why 30% of DedCool’s Business Comes from Laundry Detergent Now
48:00 The Best Marketing Mix for Beauty Brands: Erewhon, TikTok Shop & Amazon, Plus Where DedCool Wins…
54:25 The Future at DedCool: Asia Expansion, Collaborations & Building a Media Brand to Last
Connect with Carina:
LinkedIn: https://www.linkedin.com/in/carinachazanas
Instagram: https://www.instagram.com/carinachaz/
Dedcool:
Instagram: https://www.instagram.com/dedcool/
Website: https://dedcool.com/
Watch On the Record with Julian Reis on YouTube here.
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Connect with Julian on:
Website: https://superordinary.co/
LinkedIn: https://www.linkedin.com/in/julianreis