How to Start a Candle Business: A Step-by-Step Guide With Tips and Insights [2023]

candle business

Candles are one of the crucial profitable industries on the earth. A recent study discovered that the candle trade was valued at $7.15 billion in 2020 and is projected to achieve $13.38 billion by 2028.

That’s 13.38 billion causes to start out your candle enterprise.

Over the previous fifteen years, our staff has helped hundreds of entrepreneurs and small companies construct their manufacturers. We’ve mentored and suggested dozens of candle entrepreneurs on constructing and rising their on-line and retail candle companies.

This information shares the actionable insights, ideas, finest practices, and experience we’ve developed after serving to over 100 thousand manufacturers. The information is stuffed with insights and sensible ideas that will help you study extra concerning the candle trade and the step-by-step strategy of beginning your personal candle enterprise.

1. Establish your area of interest

Though the candle trade could seem saturated, there are nonetheless many alternatives for brand new enterprise homeowners.

All it takes is brand differentiation, which entails discovering and defining your area of interest on this billion-dollar trade.

Round 35% of candle gross sales happen through the Christmas/Vacation season. And about 65% of candle gross sales are non-seasonal. Listed here are useful details that will help you perceive the chance within the candle trade:

  • The retail price for a candle ranges from $1.99 for a votive to $35 for a big pillar or jar. Premium and luxurious candles can price $200 or extra.
  • In keeping with the Nationwide Candle Affiliation (NCA), consumers view candles as acceptable presents for holidays (76%), housewarmings (74%), hostess/banquet presents (66%), thanks’s (61%), and grownup birthdays (58%).
  • The NCA additionally discovered that buyers within the U.S. use candles inside every week of buying them and that the U.S. market gives greater than 10,000 completely different candle scents.
  • A study by International Business Analysts discovered that the worldwide marketplace for scented candles is at an estimated US$354.1 Million in 2020 and is projected to achieve US$542.4 Million in 2026.
  • Container and jar candles are at the moment the most popular types of candles within the U.S. market.
  • Over the subsequent few years, soy wax will develop into more and more standard as a result of its low carbon footprint, slow-burning, and long-lasting perfume.
    The candle trade is a rising and extremely profitable one. It’s a market that has a gradual and huge following.

To distinguish, you could decide the next components:

Your target market

Your goal market is the viewers you purpose to reach with your marketing efforts. These individuals are most certainly to develop into clients and purchase from you.

When figuring out your target market, consider the demographics of your intended market, akin to their age, location, gender, and pursuits.

Figuring out the varied market classes to tell your branding, advertising and marketing technique, platform, and pricing is important.

There are three vital classes of goal markets within the candle trade:

  1. Status. The luxurious candle market is a brand new and quickly rising section. A status candle can price as little as $30 or as excessive as $200. Luxurious candles are identified for his or her premium packaging, fragrances, and emphasis on brand storytelling.
  2. Mid-market. Candles on this tier attraction to a broader viewers. They are going to probably be discovered at stores akin to Macy’s or Goal. Most mid-market candles include pure scents like rose water, coconut, grapefruit, or basil and price a minimum of $10 apiece.
  3. Mass market. Mass market candles are among the many lowest-priced available in the market. This class’s candies are available in traditional scents like vanilla or ocean breeze and promote for $5 to $8. Most of this section is dominated by manufacturers like Yankee Candle and Mattress Tub and Past.

Will your enterprise thought succeed?

illustration of entrepreneur evaluating startup ideas

Your goal trade

In addition to your target market, you must also think about your goal trade, particularly in the event you plan on promoting to companies akin to spas, eating places, and retail shops.

Understanding your total addressable market (TAM) will make it easier to assess the chance and the probably development you would possibly see in your goal trade.

Candles have seen a rise in reputation in business areas. They’re utilized in spas, therapeutic massage facilities, and eating places to realize the nice and cozy and intimate ambiance for which these institutions are identified.

Candle merchandise are additionally gaining reputation, with impartial manufacturers, trend homes, and wonder retailers as complementary merchandise to their important product line.

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2. Validate your candle enterprise thought

Earlier than investing vital money and time into your candle enterprise, validating your business idea is essential. Concept validation ensures a market to your product and reduces the danger of launching a product nobody needs.

Right here’s the right way to validate your candle enterprise thought:

Step 1: Conduct market analysis

Step one in thought validation is to grasp the market. Search for details about who buys candles, the sorts of candles they like, and why they buy them.

This information will assist you to gauge the potential demand to your merchandise. For instance, a soy-based candle enterprise may be viable in the event you discover a rising development in eco-conscious shoppers preferring natural and eco-friendly merchandise.

Step 2: Assess your rivals

Figuring out your competitors will make it easier to perceive what’s already out there available in the market and determine gaps you possibly can fill. When you discover a scarcity of luxurious scented candles available in the market, and your analysis suggests a requirement for such merchandise, this may very well be a chance.

Step 3: Create a minimal viable product (MVP)

A Minimal Viable Product has simply sufficient options to fulfill early clients and supply suggestions for future product improvement. For example, earlier than entering into on a full line of aromatherapy candles, you might begin by making a small batch and promoting them at native markets or on-line to gauge buyer response.

Step 4: Get suggestions and iterate

Collect feedback out of your early clients to grasp in case your candles meet their expectations and determine any potential enhancements. For instance, in the event you’re promoting beeswax candles, ask your clients about their experiences with them – Do they just like the scent? How concerning the burning time? You may refine your merchandise based mostly on suggestions to higher meet your clients’ wants.

Step 5: Conduct a monetary evaluation

Calculate the price of making your candles, together with uncooked supplies, packaging, branding, and delivery. Additionally, think about the prices of enterprise operations like advertising and marketing and licenses. Evaluate these prices along with your potential promoting value to make sure your enterprise is worthwhile.

Keep in mind, the thought validation course of is iterative and consists of studying, adapting, and making certain your candle enterprise has a possible market. Following this course of will increase your probabilities of success and reduces the probability of launching a product that doesn’t meet market calls for.

3. Create your marketing strategy

A business plan is essential when beginning any enterprise, together with a candle enterprise. It serves as a roadmap for your enterprise and may help you safe funding. Right here’s the right way to create a compelling marketing strategy to your candle enterprise:

  1. Govt abstract. That is an outline of your enterprise. Embody your business name, what you do, and what makes your candle enterprise distinctive. For example, in the event you’re launching a candle enterprise that makes use of solely natural supplies and promotes sustainable practices, point out this right here.
  2. Firm description. Element what your candle enterprise does, the issues it solves, and who it serves. If your enterprise creates bespoke, hand-poured candles for eco-conscious shoppers, state this right here.
  3. Market evaluation. This part requires data out of your market analysis. Talk about the candle trade, developments, goal demographics, and your rivals. When you’re getting into the posh scented candles market, focus on the market measurement, development potential, and key rivals.
  4. Group and administration. Define your enterprise construction, who the important thing staff members are, and what their roles are. For instance, you would possibly deal with every thing from manufacturing to advertising and marketing in a small candle enterprise.
  5. Companies or product line. Describe your candles and their advantages. When you’re promoting soy-based candles with therapeutic grade important oils, element the scents out there, their advantages, and why they’re a better option than artificial ones.
  6. Advertising and gross sales technique. Talk about how you propose to draw and retain clients. When you’re promoting handmade beeswax candles, you would possibly think about partnering with native craft shops or promoting at farmers’ markets. Contemplate constructing a robust presence on-line on platforms standard along with your goal markets, like Instagram and Etsy.
  7. Funding request. When you’re in search of funding, clarify how a lot cash you want and what will probably be used for, akin to shopping for uncooked supplies or advertising and marketing.
  8. Monetary projections. Present a forecast of your enterprise funds for the subsequent 5 years. Embody income, bills, and profitability.
  9. Appendix. An non-obligatory part the place you possibly can add any extra supporting paperwork.

A well-structured marketing strategy not solely supplies path however may also make it easier to test the feasibility of your enterprise thought. It highlights potential challenges and lets you devise methods to beat them, thereby rising the probabilities of your candle enterprise’s success.

Listed here are among the crucial components it is advisable characteristic in your marketing strategy:

Sourcing for uncooked supplies and provides

Securing high-quality supplies and gear is essential to your candle enterprise’s success. Right here’s the right way to supply one of the best assets for numerous sorts of candle companies:

Sorts of candles and corresponding supplies

Totally different candles require particular supplies. Paraffin candles, the most typical sort, require paraffin wax and any alternative of perfume. Soy candles, a well-liked eco-friendly alternative, require soy wax and important oils for a pure scent. Beeswax candles require beeswax, which is of course scented and is commonly left unscented.

Sourcing wax

Wax is the spine of your candle enterprise. You may supply wax from native craft shops or on-line suppliers. Some notable on-line suppliers are CandleScience and The Flaming Candle Firm. They provide numerous waxes, together with soy, paraffin, beeswax, and coconut.

Sourcing scents

The scent is a crucial a part of a candle. You may flip to CandleScience or The Flaming Candle Firm for artificial fragrances. Firms like doTERRA and Younger Dwelling provide many choices for pure important oils.

Sourcing wicks

Wicks are an important a part of candle making. You could select the appropriate wick based mostly on the dimensions and sort of candle you’re making. Candlewic and Picket Wick Co. are good sources for a wide range of wicks.

Sourcing containers

The container you select to your candle can add a singular contact to your product. Glass jars, steel tins, and ceramic containers are standard selections. Specialty Bottle and SKS Bottle & Packaging are on-line shops that present a variety of choices.


You’ll want a melting pot, thermometer, scales for exact measurements, and heat-resistant containers for pouring. These things could be present in native shops or on-line.

Shopping for in bulk

As soon as your enterprise scales up, think about shopping for in bulk to save lots of prices. Most suppliers and wholesalers provide reductions for bigger orders.

Keep in mind, the standard of your supplies straight impacts the standard of your candles. Spending extra on high-quality substances may help you create a premium product that stands out available in the market. Be constant along with your suppliers to make sure uniformity in your merchandise.

Outline your services and products

The services or products your enterprise will provide should be clearly outlined. Ask:

  • Will you promote scent-based merchandise?
  • How a lot will you be pricing them?
  • How will you get hold of the provides you will want to your candles?
  • What’s going to the price be for these provides?
  • What’s the price of manufacturing?

A marketing strategy is there to information your complete operation. It lets you outline your technique, determine challenges, decide your wanted assets, and consider your enterprise idea earlier than launching.

4. Make candles

Lastly, we get to the enjoyable half! Within the product development stage, your creativity, ingenuity, and craft shine.

Making a high-quality product is essential as a result of when the candle is sweet, it could actually assist an individual chill out, add an ornamental aptitude, or set a temper for the room. A unsuitable candle, nonetheless, could be disastrous.

So earlier than shifting to the subsequent step, take a while to discover ways to make high-quality candles and develop your signature scents in the event you promote scented candles.

On the product improvement stage, you would want to concentrate to mastering a very good burn time, perfecting the standard of your wax, and balancing the depth of fragrances for scented merchandise (the scent ought to neither be too faint that it’s barely noticeable nor too robust that it may be obtrusive).

You may experiment with completely different perfume oil blends and containers till you discover the proper match.

Listed here are some candle sorts that you may mull over as a foundation to your product improvement:

Aromatherapy candles

This can be a frequent candle selection. Candles with aromatherapy or scented candles provide clients various scents for sprucing their properties.

Aromatherapy candles are marketed as providing particular advantages related to explicit scents. It is not uncommon for these candles to include important oils that promote bodily or psychological well being. Lavender aromas, as an illustration, are sometimes related to sleep and rest.

Vegan candles

Shoppers have gotten more and more involved concerning the supplies companies use when making their merchandise. Some shoppers don’t need candles that include animal byproducts like beeswax. Vegan candles handle this concern utilizing various substances akin to plant-based waxes, soy wax, and pure oils.

Soy candles

Soy candles are one of the crucial standard candle varieties at present. They’re produced from a base that incorporates soybean wax. In distinction to common oil- or paraffin candles, this wax is derived from soybeans.

Considered one of its unique selling propositions is that soy candles burn cleanly and for prolonged intervals along with being produced from renewable assets.

Ornamental candles

You’ll most certainly discover these candles in a homeware retailer. These candles are primarily made for aesthetic functions. They’re sometimes not scented or made with distinctive substances. They improve the look of residential or business areas.

Slim down your selections by asking the next:

  • Will you be promoting ornamental or conventional candles?
  • Are you promoting luxurious candles or inexpensive candles?
  • What sort of fabric will you be utilizing? Wax, soy, or vegan?
  • What distinctive expertise do you could have that may make it easier to to distinguish your candles within the market?

Selecting one or just a few candle sorts may help you good your craft and outline your area of interest.

5. Register your enterprise

One of many crucial milestones in beginning a enterprise is registering your company with your secretary of state or regional enterprise authority. A number of components go into registering a enterprise, together with the kind of enterprise you could have, the dimensions of your enterprise, and the state wherein you reside.

Your marketing strategy will make it easier to decide your legal business structure.

Registering your enterprise with the secretary of state or regional enterprise authority is an important milestone. Each new enterprise requires a license or allow on the federal, state, and/or native ranges. Observe that some states require you to register your new enterprise if the trade name under which it operates differs from its legal name.

Sole proprietorship, normal partnership, limited liability company (LLC), and company are among the commonest types of enterprise entities.

Selecting the proper enterprise entity is a major resolution, and it’s not a call that needs to be rushed. Your small business construction will have an effect on your taxes, danger stage, and so forth.

The precise necessities for registering a enterprise differ by state. For a fast, inexpensive, and easy formation expertise, our distinctive partnerships with two of one of the best within the enterprise make sure you’re in succesful fingers. When you purchase via our companions, we could earn a small fee.

Register any entity with our premier partner Northwest Registered Agent and pay just $39 plus state fees (consists of one yr of registered agent service, a enterprise handle, mail forwarding, privateness and way more).

Register any entity with our premier partner incfile and pay just $199 plus state fees (consists of one yr of registered agent service, compliance alerts, EIN enterprise tax quantity, and way more).

6. Get small enterprise funding

Any enterprise endeavor requires some startup spending, and a candle enterprise is not any exception.

The prices of provides, advertising and marketing, manufacturing, insurance coverage, authorized counsel, and extra would require capital.

How a lot does it price to start out a candle enterprise?

In keeping with SmallBizTrends, candle enterprise startup prices sometimes “vary from $9,500 to $78,000, with a median round $44,000.” Right here’s how these bills look when beginning a candle enterprise:

  • Manufacturing gear – $500 to $5,000
  • Provides (wax, molds, wicks) – $3,000
  • Insurance coverage and authorized charges – $500 to $3,500.
  • Permits and licenses for the enterprise – $50 to $700.
  • Enterprise software program – $50 to $500.
  • Small enterprise insurance coverage – $500 to $2,000.

Few entrepreneurs and small enterprise homeowners have sufficient financial savings to pay money when beginning a candle enterprise. However there are many business financing options. For instance, think about the next:

Enterprise bank cards

Enterprise bank cards could also be a sensible choice for brand new enterprise homeowners as a result of they require a decrease credit score historical past than a mortgage. Most bank cards provide a 0% rate of interest through the introductory interval, equal to having an interest-free mortgage in the event you repay your steadiness earlier than the introductory interval expires.

Enterprise strains of credit score

The enterprise line of credit score is extra versatile than a regular enterprise mortgage, as you possibly can solely borrow as wanted.

Startup funding

New enterprise homeowners ought to think about startup financing choices akin to SBA microloans or grants. As well as, crowdfunding is turning into more and more standard as an possibility for funding startups.

7. Develop your branding

Effective branding ties your enterprise thought, target market, and merchandise collectively. And in an trade as saturated because the candle market, a unique and memorable brand identity is paramount.

A lackluster model on this aggressive market is not going to succeed.


That stated, there may be extra to a model than only a recognizable enterprise title and firm brand.

Understanding market segmentation

Earlier than establishing your model, it is advisable perceive your market section. Are you serving luxurious seekers who need premium candles, or are you concentrating on shoppers preferring inexpensive but high quality merchandise? This resolution will assist form your branding technique.

Model pillars

Understanding your brand pillars is a crucial a part of establishing your model. They are going to information your enterprise selections and make it easier to keep consistency as your enterprise grows.

  • Objective. Your model objective isn’t about being profitable; it’s the explanation your model exists. It ought to replicate the worth your enterprise hopes so as to add to clients’ lives.
  • Imaginative and prescient. Your model imaginative and prescient is a strategic beacon that signifies the place your organization is headed. It units an outlined path for your enterprise development.
  • Mission. Your model mission describes what your organization does to realize its imaginative and prescient. It outlines the steps your enterprise will take to satisfy its objective.
  • Values. Your model values are the guiding ideas that your enterprise makes use of to information its actions. They symbolize what your organization stands for.

To construct a fair stronger model, it is best to think about your brand archetypes. This may allow you to create a model that audiences acknowledge, relate to, and empathize with on a deeper stage.

Lastly, do not forget that the way you inform your brand story issues. Robust model tales create loyal clients who develop into zealous advocates to your model.

Crafting your mission assertion

Your mission assertion is a short description of your enterprise’s general objective. It ought to reply three key questions: What does your enterprise do? How does it do it? Why does it do it? A well-crafted mission assertion can encourage your staff and solidify your model’s identification.

You may’t construct a robust model with out consistency and the main target to increase that consistency all through your enterprise. To construct a model, you could set up what consistency appears like and what emotions you need to evoke.

You additionally want to contemplate these visible components when creating branding to your candle enterprise:

Brand design

Model identification begins with a robust brand. Having a well-designed logo is essential to a profitable model expertise.

And whereas it’s tempting to find a logo generator, this feature will not help you differentiate your model. It’ll price you extra in the long term as a result of poor branding will weaken your model.

Fonts and Shade Palettes

The identical consistency needs to be adopted when selecting fonts and colour palettes to your model identification.

Think about using just one or two distinct typefaces throughout your product designs, web site pages, social media accounts, and advertising and marketing collaterals every time potential.

On the subject of colour, persist with an identical precept by selecting three to 5 colors to create your brand palette.

Establish your main and secondary model colours early on and use them appropriately. You can too look into color psychology to assist inform you of the cultural and societal meanings colours convey in branding.

8. Refine your advertising and marketing technique

You may start advertising and marketing your organization by selecting a enterprise title and creating your model.

A well-thought-out marketing strategy is essential to getting your merchandise in entrance of your target market.

Social media is a wonderful place to start, which is free, simple to make use of, and enjoyable.

Email marketing can also be an inexpensive possibility that you just must also think about.

9. Choose how and the place you promote candles

Like many different business-to-consumer merchandise, on-line is without doubt one of the most profitable methods to promote candles. A number of digital platforms, akin to social media and your e-commerce site, may help you attain potential clients worldwide.

And now you can create digital catalogs and jazz up your product showcase. It’s all about bringing life to your merchandise and making issues interactive to your future clients. Add extra than simply images and descriptions – assume movies, gifs, and anything that sparks pleasure. Plus, right here’s the cool half: you possibly can see how of us work together along with your catalog, serving to you determine what works finest to spice up your gross sales.

There might be completely different digital platforms for various retailers, however listed here are just a few locations new candle enterprise homeowners can begin.


Instagram has helped many way of life manufacturers construct a large following.

Market on Instagram by curating a feed of photos that showcase one of the best of your merchandise and your model. Share scroll-stopping images of your candles to draw clients.

You may additionally use Instagram to engage brand ambassadors and influencers who can use their following to amplify your attain and supply social proof.


Pinterest is without doubt one of the largest platforms individuals use to find manufacturers and merchandise.

Dwelling decor is a major class on Instagram, making Pinterest a fantastic advertising and marketing software to advertise your candle line.

Spend money on constructing a portfolio of stylized and professionally-shot product photos. And in the event you can, additionally add way of life photos that includes your merchandise. It lends your model an aspirational high quality that catches the eye of many in your target market.


TikTok is a well-liked social media platform that has gained huge international reputation not too long ago, raking in over 1 billion month-to-month customers.

That is one other extremely visible platform the place inventive video content material is the frequent denominator.

When marketing on Tiktok, assist individuals to get to know the model extra intimately. You may characteristic behind-the-scenes edits, unboxings, buyer testimonials, and product drops.

You now have a roadmap to get began along with your candle enterprise. Good luck!

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