DedCool was founded with generations of beauty expertise behind it. Fragrance was Carina’s passion from the very beginning. Growing up alongside her mother as a beauty formulator, with a lab as her playground, it was natural for Carina to create DedCool. Her love of scent and a general rejection of the way the Fragrance industry operates, lit a fire under Carina to create a modern 21st Century definition of what Fragrance means. It started humbly on Instagram, and then grew to knocking on the doors of local retail shops with the hope of being carried on consignment. This resulted in relationships with stores, and boutiques to then cultivating dedcool.com.