US fragrance brand DedCool has finally landed in the UK. One beauty editor, who is an avid fan, describes its seductive draw. Click here to read more.
Sound the klaxon: Gen Z fragrance brand DedCool has finally landed in the UK. But way before the launch, it had already caused a stir in my local Costco. I was standing in the chilled section, right under the sign advertising a case of steak for the bargain price of £114.99. My Dad was taking forever to pick the perfect pack of beef ribs. So, I’d parked up by one of the many chilled refrigerator units, aimlessly flicking between my inbox, Instagram feed and Reddit app, while I waited.
Despite our best efforts, we never found it on that New York trip, as it was sold out every Sephora we went to. However, we had much more luck on our holiday to Los Angeles later that year. Naturally, by this point, I was as invested as Lucy in smelling this elusive scent in person. Thankfully, when we finally found it, Xtra Milk did not disappoint. In fact, it truly was love at first inhale. From there, the mission didn’t end, but simply evolved.
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