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DedCool is entering sleep mode.
The clean fragrance brand — best known for its hero Milk franchise — is teaming with up with Brooklinen to take a limited-edition scent to bed. Named Sleep Mode, the pillow and pajamas spray, $18, is a tranquil blend of lavender, musk and amber, with top notes of coconut and marshmallow and hints of vanilla and cedarwood. Available starting Tuesday, the product will be sold on its own and in a duo set with a special-edition, striped Super Plush Robe, $159.
Sleep Mode Pillow Spray, $18.
This is a first-of-its-kind collaboration for DedCool.
“I’ve been a huge fan of Brooklinen, and always believed scent should be something you live in, not something that sits on a shelf. It’s about expanding fragrance beyond the traditional glass bottle into something more functional and expressive,” Carina Chaz, founder and chief executive officer of DedCool, told WWD in an exclusive statement.
The Super Plush Robe, $159.
Chaz is right — scent has mood-boosting powers, and consumers are starting to connect the dots. In an earlier interview with Piyush Jain — CEO of brand incubator Maesa — on the success of Ashley Tisdale’s wellness brand, Being Frenshe, the mood-scent connection was recognized as a major motivation in consumer purchasing today.
This collaboration, however, was more about fostering a nighttime ritual. “It’s about making the end of your day feel intuitive but elevated. You put on your robe, you mist your pillow, and it becomes this layered, sensory moment that helps shift your mood,” said Chaz.
The DedCool x Brooklinen collaboration will be available starting Tuesday.
A household name (literally) in bedding, Brooklinen was the ideal partner to bring this ritual to life, said Chaz, and the integration was organic, added Jenny Lilly, head of brand at Brooklinen. “We teamed up with DedCool to create a limited-edition duo designed to deliver calm on command. Our goal was to create a new unwind uniform — essentials that make it fun and easy to hit snooze on the breakneck pace of life,” Lilly noted.
DedCool’s latest drop is coinciding with the current mass fragrance swell. According to point-of-sale data by Circana, mass market sales jumped 15 percent in 2025, while prestige inched a third of that. Speaking with WWD in February, Larissa Jensen, senior vice president and beauty industry adviser of market research firm Circana, said: “Fragrance is the only category where prestige is dominant in terms of volume. Mass is much smaller. There’s a lot of luxe-inspired scents and packaging. If you think about mass fragrance today, it is a much more elevated experience.”
