DedCool's new Sephora-exclusive Sunlit Blooms fragrance (1.7 oz/$90; travel spray 15 ml/$30) features notes of orange blossom, ylang-ylang, white florals, salty vanilla and benzoin.
Housed in a recyclable glass bottle, the fragrance "contains 21 beneficial organic extracts" and evokes "a grove on a cloudless morning," according to the brand.
The launch comes amid a boom for the U.S. fragrance industry, with fragrance experiencing double-digit dollar gains the week of Black Friday alone.
"For centuries, fragrance was rooted in luxury, accessible to only a small handful of people," says DedCool founder Carina Chaz. But, with the expansion of more accessible indie fragrance brands, consumers have more options than ever to play with their scent. They can build and create a 'fragrance wardrobe,' using it as another avenue of self-expression and a mood-boosting experience."
How does the brand keep on the pulse of the scents consumers want? "By listening to our community!" says Chaz. "Thanks to social media, we have a direct line to the people who love our brand, allowing us to hear and implement their feedback. We’re always listening, learning, and growing because of our community."
As for its Sephora partnership, the founder notes, "The power of the perfect retail partner is imperative for small brands like ours to thrive. We're so lucky we can work closely with brand builders like Sephora to ensure we're positioning ourselves correctly and building brand awareness within their retail spaces."