Yesterday, according to WWD, Sandbridge Capital has deepened its investment in Dedcool, signaling strong confidence in the future of the Los Angeles-based functional fragrance brand. The private equity firm—also a backer of beauty-forward companies like Everist, Madison Reed, and U Beauty—has taken a more significant minority stake in Dedcool following a period of explosive growth and innovation.
While the terms of the deal remain undisclosed, industry insiders estimate Dedcool is on track to reach between $25 million and $30 million in net sales by 2025. This fresh round of capital is expected to help fuel the brand’s expanding footprint and category-defying vision.
Founded by Carina Chaz, Dedcool has gained traction by tapping into emerging microtrends—such as reimagined scent formats and products with functional benefits—long before they became mainstream. “We want to allow consumers to build off of their individuality with our scent ranges and create these self expressions through daily touchpoints,” Chaz explained.
That ethos has guided Dedcool’s product expansion beyond personal fragrance into lifestyle categories like laundry detergent and pet care. The brand has also leaned into buzz-worthy collaborations, including a recent one with Procter & Gamble-owned haircare line Ouai.
Sandbridge initially made a quiet investment in Dedcool after Chaz connected with Ken Suslow, founder and managing partner of the firm, in late 2022. Since then, the brand has grown by 600 percent while remaining profitable. “We have this much more significant capital raise because they’ve seen the momentum,” Chaz noted.
Currently available at Sephora and online, Dedcool is seeing early success with its latest launch, Mochi Milk, which debuted April 2 and is already on the path to becoming a hero product. Chaz credits the brand’s community-driven approach and digital fluency for its rise.
Looking ahead, Dedcool plans to roll out branding updates later this year, strengthen its team, and double down on partnerships and storytelling to drive awareness and retention.
