Building a Cult Fragrance Brand, Staying Profitable, and Brand Loyalty (Carina Chaz)
The Dream Bigger Podcast
Siffat Haider
4.7 • 659 Ratings
🗓️ 7 October 2025
⏱️ 51 minutes
🧾️ Download transcript
Summary
On today’s episode, I am speaking with Carina Chaz, founder of DedCool. She shares how she built a cult-favorite fragrance brand from scratch—starting with DIY formulations. In this episode, she dives into launching during a pandemic, staying profitable without big funding, and how scrappy beginnings shaped her business approach. Carina also opens up about expanding fragrance into lifestyle products, building genuine brand loyalty, and why community is at the heart of DedCool’s success. Enjoy!
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Transcript
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| 0:00.0 | The following podcast is a dear media production. |
| 0:05.0 | Hi, I'm Sif Heider, the founder of Foray. I'm a wellness entrepreneur and digital creator, |
| 0:10.8 | and this is my show, The Dream Bigger podcast. Listen, I love dreaming big, but you know what I love |
| 0:16.6 | more? Actually having the resources to make those big dreams happen. And hey, dreams can sometimes |
| 0:22.7 | be private jets, but other times, they can look a little something like having the best |
| 0:27.5 | skin of your damn life, or starting a successful business, or delving into spirituality. So on this |
| 0:34.5 | podcast, I chat with experts and thought leaders from different fields about their |
| 0:38.5 | tips and tricks on doing exactly that. So let's get right into it. |
| 0:46.3 | Hello, hello, friends, and welcome back to another episode of the Dream Bigger podcast. Today, I have |
| 0:51.9 | a conversation with Karina Chaz, who is the founder of Dead Cool. Now, if you've |
| 0:57.5 | not heard of Dead Cool, it is an incredible scent brand. And I say scent because they started off |
| 1:04.0 | with perfumes, but then they expanded over to laundry detergents, which let me tell you from, |
| 1:10.1 | like as like a user of their laundry detergent, it's amazing me tell you from, like, as like a user of their laundry |
| 1:12.1 | detergent, it's amazing. And so in this conversation, we chat about, you know, how she got her |
| 1:18.1 | start all the way into how she expanded into laundry detergent and just thought of scent as an |
| 1:25.2 | experience. It's a really, really interesting conversation. |
| 1:28.7 | Karina is also, you know, a young founder. This is the first time she's doing it. And she started her |
| 1:32.8 | brand when she was 21 years old. I cannot express to you how impressive that is, because let me |
| 1:39.1 | tell you, at 21, I did not have my life together. And I have to say, she very kindly gifted me a couple of her |
| 1:46.6 | perfumes at the interview. And I've started to use mochi milk, which may be one of my very |
| 1:55.2 | favorite perfumes of all time. It is absolutely, I can't explain to you how it smells, but it is so nostalgic. It's like |
| 2:03.2 | marshmallow, vanilla, but also not too sweet. So anyway, if you're on the hunt for a good perfume, |
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