7 Tips for Starting a Candle Business

7 Tips for Starting a Candle Business

There’s something undeniably enchanting about candle-making—it’s a creative outlet that blends artistry, science, and a touch of entrepreneurship, all wrapped up in one wonderfully fragrant package. If you’ve ever caught yourself daydreaming about transforming your passion for candles into a thriving business, you’re not alone. Candles hold a special place in people’s hearts year-round, whether it’s for gifting, sprucing up home décor, or elevating self-care rituals.

No matter if you’re just dipping your toes into DIY candle-making or have already perfected your own signature scents, here are seven friendly tips to guide you toward launching a successful candle business. Let’s light that spark and get started!


1. Define Your Niche and Brand Identity

Why It Matters:
You will need to choose a clear brand identity to ensure you stand out in the over-crowded candle market. The sooner you establish one, the better. From eco-friendly, to rustic farmhouse vibes to elegant luxury packaging,  finding a niche will significantly help you attract the right audience.

Action Steps:

  1. Identify Your Target Audience: Are you aiming for eco-conscious consumers, minimalistic décor enthusiasts, or those who seek calm, earthy scents?
  2. Choose Brand Features: Pick a color palette, font style, and logo that reflect your candle business’ personality.
  3. Tell a Story: Incorporate  a brand mission or narrative that will resonate with your customers. Maybe you source eco-friendly materials? 

My Pro Tip: Maintain a consistent look and feel everywhere—on your website, social media channels, and even your packaging.

 


2. Refine Your Candle-Making Skills

Why It Matters:
Prior to launching your candle business, it’s essential to master the basics: choosing the right wax, wick sizes,  perfecting your scent combinations, and ensuring consistent burn quality.

Action Steps:

  1. Experiment with Wax Types: Test soy wax, beeswax, paraffin, or coconut wax to find out  which one best suits your brand. Don’t be afraid to blend different wax types to achieve your desired candle finish.
  2. Test different wicks: Some wicks will behave differently depending on the wax type used. Be sure to test a variety of different brands.
  3. Fragrance oil choice: You only need to start with a  very few core scents. Don’t be tempted to overstock on fragrance oils. Don’t do it!
  4. Conduct Burn Tests:  This is a non-negotiable. You must test each batch for wick performance, fragrance throw, and burn time. It will save you time and money (trust me!)

My Pro Tip: Document  everything you do (including, experiments, feedback in a journal. Note down ratios, temperatures, wick sizes, and burn test results to replicate successful batches.


3. Develop Eye-Catching Packaging

Why It Matters:
Think of your packaging as your brand’s very first handshake with a customer. It’s not just about protecting what’s inside—well-crafted packaging creates excitement, tells your story, and instantly makes people feel good about their purchase. When that first impression is a positive one, it naturally encourages shoppers to come back for more.

Action Steps:

  1. Select Suitable Containers: Jars, tins, or decorative vessels should be both functional and visually appealing.
  2. Invest in Quality Labels: Make sure your labels are clear, durable, and reflect your brand’s style. This doesn’t have to be costly, you can utilise resources such as Canva.
  3. Include a Personal Touch: Add thank-you notes, care instructions, or scented samples to enhance unboxing experiences.

My Pro Tip: Look for sustainable packaging options (recyclable or biodegradable materials) to appeal to eco-conscious shoppers.


4. Price Your Candles Wisely

Why It Matters:

When you’re just starting out, it’s all too tempting to price your work too low, simply because you want to make a sale. Trust me, I’ve been there. But remember, setting your prices smartly from the beginning will help your business thrive in the long run, rather than just getting by.
Action Steps:

  1. Calculate All Costs: Factor in wax, wicks, fragrance oils, containers, labels, shipping, and any labor or overhead expenses.
  2. Research Competitors: See how similar candle businesses price their products to gauge market value. This is where doing a bit of stalking on Etsy and other platforms comes in handy.
  3. Offer Multiple Sizes: Having various product tiers (e.g., small travel tins, standard jars, and larger luxury containers) can attract different budgets.

My Pro Tip: Don’t forget to plan for sales tax and potential wholesale pricing if you intend to sell in stores or collaborate with other businesses.


5. Build an Online Presence

Why It Matters:

You could pour your heart and soul into making the most beautiful, fragrant candles in the world, but if no one knows they exist, you won’t sell a single one. That’s why it’s so important to courageously put yourself out there online and let people discover all the amazing things you create.

Action Steps:

  1. Set Up Social Media Profiles: Platforms like  Instagram, Facebook, TikTok and Pinterest are perfect for showcasing your visuals and behind-the-scenes processes.
  2. Create a Simple Website or Online Store: Even a basic site with a few product pages and an “About” section helps establish credibility. This doesn’t have to cost you an arm and a leg - shopify usually offers cheap trial rates for new websites.
  3. Optimise for SEO: Use keywords like “handmade candles,” “soy wax candles,” or “aromatherapy candles” in your product descriptions, blog posts, and pin descriptions on Pinterest.

My Pro Tip: Consistently share high-quality photos and videos of your candles, workspace, and inspiration. Posts that showcase your creative process often perform well on online platforms,  subsequently driving traffic to your online store.


6. Test the Market with Local Events and Collaborations

Why It Matters:
When you meet customers in person, they get to fully experience your candles—the scent, the look, and the vibe—right then and there. This face-to-face interaction not only helps build trust but also gives you the perfect opportunity to ask for honest, real-time feedback on your scents, packaging, and pricing.

Action Steps:

  1. Participate in Craft Fairs and Markets:  Search online for local craft markets and rent a stall to showcase your products. Offer limited-time discounts or bundles to entice potential buyers.
  2. Seek Retail Partnerships: Don’t be afraid to approach local boutiques, gift shops, or spas that might want to carry your line.
  3. Collaborate with Complementary Brands: Partner with a local florist or a handmade soap maker for gift sets or joint promotions.

My Pro Tip: Always bring your business cards or QR code with your social media handles, so customers can follow you online and stay updated.


7. Proactively Seek Feedback and Continuously evolve

Why It Matters:
Every business evolves over time, and customer feedback helps you fine-tune your fragrances, enhance your packaging, and stay on top of current trends.

Action Steps:

  1. Request Reviews: Encourage customers to share their experience on social media or leave comments on your website.
  2. Conduct Surveys: Send out a simple questionnaire to your mailing list or social media followers about new scent ideas or product formats they’d like to see.
  3. Stay Current with Trends: Follow other candle business pages  on social media platforms to spot emerging colour palettes, popular scents, or packaging designs.

My pro Tip: Adapt the growth mindset: the only way one can fail is by giving up. You will need to be uber flexible on this journey. Don’t be afraid to pivot if something isn’t working. Sometimes, this will involve discontinuing  slow-selling scents or trying a  completely different wax blend.  Like with everything else in life, adaptability is key. I cannot emphasise this enough!


8. To summarise ...

Starting a candle business is both an entrepreneurial and creative adventure so don’t forget to have fun. The world of handmade products is extremely saturated, so remember to  perfect your craft, define a clear brand, and use both online and in-person channels to reach your target audience. This will ensure your brand's success.

I know it can be super overwhelming and you might occasionally feel like quitting - But I am here to assure you if you stay consistent, you’ll be well on your way to building a successful candle business. Let’s build and grow together 


Click here for a free guide on 5 Common Candle-Making Mistakes (and How to Avoid Them)

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