Building a Cult Favorite Into One of Fragrance’s Most Influential Brands

Retail Expansion • Collaborations • Product Launches

EVNA partnered with DedCool during a pivotal chapter of growth, supporting the brand’s launch into Sephora while helping bring some of its most celebrated collaborations and innovations to market.

Our team supported partnerships with Youth To The People, OUAI, and Starface, while introducing beloved extensions including Dedtergent™, home air fresheners, and the early expansion of the now cult-favorite EXTRA Milk franchise.

Through strategic communications and launch support, EVNA helped further cement DedCool’s position as one of fragrance’s most influential modern brands.