For most, perfumery can be über-serious business: heritage pedigrees, chemistry degrees, PhDs in fragrance ingredients (hypothetically speaking). DedCool, founded by Carina Chaz in 2016 at just 21 years old, is looking to change that. Marketed as scents to live in and functional fragrance, DedCool is bringing perfumery to unexpected places: laundry detergent (also known as Dedtergent), pet shampoo, toilet drops, car freshener.Browse on the DedCool website and you’ll find slick scents from Milk (a warm skin scent with bergamot, white musk, and amber; so popular it spawned an amplified version Xtra Milk, which the company released as a limited edition 100ml bottle for avid fans) to Taunt (a clean yet comforting vanilla, amber, and fresh dew-scented creation). Red Dakota, a citrus blend of clementine, woods, and wild amber, has also garnered itself a loyal fan base online.Formulas are made with biodegradable “safe synthetics,” packaged in glass bottles and recyclable materials. Packaging and printed is completed by companies within a five-mile radius for localized production and a reduced carbon footprint, while products are made in small batches every 14 days for optimal freshness and minimal product waste. The fragrances are also vegan and cruelty-free.Nowadays layering fragrances is a popular practice (especially in the Middle East but with growing adoption in North America and Europe) but DedCool encouraged customers to mix and match their favorite scents from the get-go. Equally their genderless fragrance concept speaks to a younger and less binaried-thinking audience.