“ Los Angeles runs through our brands. It’s the heartbeat of the company,” said Carina Chaz, founder and chief executive officer of fragrance brand DedCool .

In a room full of fellow Angelenos at the annual Los Angeles Beauty Forum , Chaz took the stage alongside Tower 28 founder Amy Liu and Rizos Curls founder Julissa Prado to discuss how they’ve leveraged their influence and empowered each other to address major crises such as the devastating wildfires and ongoing ICE raids that’ve plagued the city in the last year.

The panel, hosted by WWD senior reporter Ryma Chikhoune, kicked off with each founder sharing a brief description of their brand mission and how it feels to be a Los Angeles -based business now. “I was born and raised there, and it’s the city that even inspired my

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