How DedCool Is Disrupting The Fragrance Industry

All photos courtesy of DedCool

Not your grandmother’s perfume

“As a child, I collected all the mini samples from the department stores. I loved fragrances so much, but never could translate them to my personal scent,” says Carina Chazanas, founder of rising fragrance line DedCool. Chazanas’s preoccupation with fragrance, identity, and how the two intersect, has followed her through her 21 years as a Los Angeles resident. Then, in June 2015, her prevailing interests became something more: She created her own line of unisex, vegan, cruelty-free, and non-toxic fragrances. Labeled “01” through “05,” it’s as though DedCool’s stripped identity is a tool in helping the user create their own scent identity, by cutting out the extremely gender-specific marketing that is typical of generic fragrances.

However, Chazanas’s personal aesthetic isn’t the only thing driving her up-and-coming indie label—she wants to push fragrance forward toward inclusivity. “I wanted to change the way of fragrance by making it ‘cool’ and natural. I decided there should be no gender attached to fragrance, as I wanted to smell masculine and have a lover smell the same,” she says about the mission of her brand. The line’s for-all vibe is visualized in the bar code logo, which de-genders the product.

Since DedCool’s official launch last year, the original five fragrances have been joined by four super-sized lip balms, called Chazsticks, and two hand creams with the same commitment to clean ingredients and non-gendered use.

While DedCool’s minimalist bottles and androgynous scents may perfectly fall in line with the millennial aesthetic, it's only a side effect of Chazanas’ goal to disrupt the fragrance industry with her line’s startling un-branding, duality, and simplicity. It’s rare to see a fragrance label—or any cosmetics label, for that matter—put so much trust in what’s inside the bottle that they all but abandon the outside. However, Chazanas’ faith in product and user has charmed more than just the indie beauty sphere. Major retailers such as Urban Outfitters, Fred Segal, and Neiman Marcus have already taken on carrying DedCool in stores, just over a year after the brand was founded. Currently, DedCool is also part of the starting lineup of Forever21’s beauty shop debut, Riley Rose

Check out the brand for yourself at, where you can buy a Chazstick and simultaneously donate to Puerto Rico relief.

Photo by Jesse Grant/Getty Images

Which one, though?

Kim Kardashian is suing fast fashion retailer Missguided, claiming that the brand uses her image to spark interest in and sell its clothing. This lawsuit comes a few days after a theory, that she may be selling her own vintage clothing designs to fast fashion brands so that they can rip them off, made its rounds on the internet.

According to The Hollywood Reporter, Kardashian's attorney Michael Kump writes that "Missguided systematically uses the names and images of Kardashian and other celebrities to advertise and spark interest in its website and clothing." Other celebrities that the brand has tagged on its Instagram include Cardi B and Dua Lipa, along with the other members of the Kardashian-Jenner family.

Kump uses the example of the Yeezy dress that Kim posted to Instagram, which was ripped off by the brand within a couple of hours. "Recently, for example, after Kardashian posted a photo on Instagram of a dress that was made for her... Missguided quickly responded with its own Instagram post... boasting that it would be ripping off the design within 'a few days,'" Kump continues. "Missguided purposefully inserted Kardashian's Instagram username (@KimKardashian) into its post to capitalize on her celebrity status and social media following in promoting the sale of its upcoming product."

Kump also draws attention to the fact that the brand uses Kardashian's name so much that it may lead others to believe that she works with the brand, which, he wants to make clear, she does not: "Missguided's U.S. website has included entire pages that are devoted solely to the sale of clothing inspired by Kardashian, and on which Kardashian's name and likeness are prominently used without her permission to promote the products."

Some are noting that it's suspicious that Kardashian is not suing Fashion Nova, as well, since the brand most recently ripped off a vintage Mugler gown that Kardashian wore. Though it may be harder for Kardashian to make any claims since timestamps have revealed that the dress was made before Kardashian premiered the dress.



Photo by Theo Wargo/Getty Images.

He previously claimed to be a victim of a hate crime

According to reports, actor Jussie Smollett has been arrested by the Chicago Police Department. As CNN outlines, he's facing a felony charge of disorderly conduct for allegedly filing a false report. If found guilty, he could face up to three years in prison.

The Empire star previously claimed that he was the victim of a racist and homophobic hate crime on January 29. He alleged that two masked men attacked him, tied a noose around his neck, poured bleach on him, and yelled, "This is MAGA country!" Brothers Abimbola and Olabinjo Osundairo were eventually arrested and brought in for questioning, during which news broke that one appeared on Empire and the other worked as Smollett's personal trainer. Now, according to both men and reports, it's being said that Smollett paid them to "orchestrate" the attack.

Smollett's attorneys, Todd Pugh and Victor Henderson, have issued a statement regarding their client's defense. "Like any other citizen, Mr. Smollett enjoys the presumption of innocence, particularly when there has been an investigation like this one where information, both true and false, has been repeatedly leaked," they told Deadline. "Given these circumstances, we intend to conduct a thorough investigation and to mount an aggressive defense."

If this is all true, this unfortunate turn of events should in no way take away from the fact that there is an abundant number of racially and sexually motivated attacks happening all of the time. They also still remain vastly underreported, so it's essential to listen to alleged victims, always.