You’ve nailed your candle craft—your friends rave about your creations, and you can barely keep up with demand. Ready to turn that hobby into a thriving candle business? Before you go from wax wizard to entrepreneur, here are 10 things you need to get sorted for a smooth (and profitable) launch.
1. Carve out your candle niche
In a crowded market, having a niche can be the difference between blending in and standing out. When launching your candle business, the first step is to define who you’re making candles for and, more importantly, why.
No matter your focus (eco-friendly, luxury or wellness-based candles), your niche will guide everything from your branding to your customer base. Be sure to check out candle trends during this stage, as this will influence your decision.
2. Develop signature fragrance and wax combos
If you want to turn one-time buyers into loyal customers, the secret is in the details—specifically, fragrance and wax. Your candle’s scent is its identity, so aim for blends that create a narrative or spark a memory.
For example, pairing earthy vetiver with sweet fig can evoke the warmth of a cosy autumn day, while combining zesty citrus with delicate florals can whisk someone away to a summer garden in bloom. Scents should transport people, whether it’s nostalgia for a place or a feeling they can’t quite put their finger on.
But even the best fragrance can fall flat if your wax blend isn’t up to scratch. Using high-quality, waxes like soy or a coconut blend ensures a clean burn and an even scent throw, enhancing the overall experience. Wax impacts everything—from burn time to how well your scent fills a room. In short, your fragrance and wax work together to build a sensory experience that leaves a lasting impression.
3. Read up on the safety and legal requirements
Before you light up the business world, get your legal and safety boxes ticked. First up, make sure your business is properly registered—as a sole trader, limited company or another structure—and secure any necessary permits. It’s crucial to research local regulations to make sure your operations are above board.
Next, you’ll need CLP (Classification, Labelling and Packaging) compliant labels for your candles as well as your safety labels. These labels are a legal requirement in the UK and EU, signalling any potential hazards to customers, like allergenic ingredients or fire risks.
Lastly, safety in production is non-negotiable. Make sure your workspace is well-ventilated, with fire extinguishers on hand and always test your products for safety before releasing them. Cut corners here, and you’re risking costly mistakes—or worse, dangerous accidents down the line. A smooth candle business launch begins with a safe and legal foundation.
4. Craft a strong brand identity
Your brand identity isn’t just a logo—it’s how you’re telling your story and setting expectations at every customer touchpoint. It’s important that your brand reflects your niche in ways that go beyond aesthetics.
For example, if you’re positioning your candles as eco-friendly, customers will expect more than just green packaging—they’ll want transparency on how your products are made, the sourcing of your ingredients and your commitment to sustainability.
The key to a memorable brand is consistency and emotional connection. Use your packaging, website and even social media voice to tell a cohesive story. Think about the experience you’re offering: how does it feel to unbox one of your candles? Does it align with the premium or relaxed vibe you want your audience to associate with your brand?
Every choice, from your typography to your label texture, should echo the message you want to send, from luxury to wellness to eco-consciousness.
5. Source high-quality equipment and materials
Your materials and equipment define the quality of your final product, so taking shortcuts here isn’t an option. Start by vetting suppliers based on more than just price—check for consistency, ethical sourcing and reliability in meeting production deadlines.
Quality wax is crucial, but it’s not just about clean-burning; it’s about how the wax holds fragrance, its melting point and its compatibility with your chosen wicks.
Don’t overlook the importance of testing, either. Even if you’ve found a supplier you trust, run small batches to guarantee your materials perform as expected in real-world conditions. Equipment-wise, tools that streamline your process, such as precise scales or automated wick setters, can help you avoid production bottlenecks.
The takeaway? Prioritising quality from the start, with trusted suppliers and the best equipment, is an investment that pays off in the long run.
6. Set a smart pricing strategy
Pricing isn’t just about covering costs—it’s about how your brand is perceived. Start by calculating your production costs (materials, labour and packaging), but don’t stop there. Consider the time invested in developing each candle, testing, and marketing.
Next, align your pricing with your brand positioning. Are you targeting a luxury market? If so, your price should reflect exclusivity and craftsmanship, but customers will expect premium materials and packaging to match.
If you're aiming for a budget-friendly option, efficiency in production will be key to maintaining a lower price point without compromising quality. Keep an eye on competitor pricing, but stay true to your brand’s unique value proposition.
7. Build a solid marketing plan
A watertight marketing plan is essential to getting your candles noticed. Start by building a social media presence that demonstrates your brand’s visual and verbal identity (graphic designers and copywriters can help you with these aspects, or you can take inspiration from marketing campaigns led by candle giants).
Platforms like Instagram and TikTok are perfect for visually driven content—think behind-the-scenes shots, time-lapse videos of your candle-making process or customer reviews. Use storytelling to highlight what makes your candles special, whether it’s sustainable materials or unique fragrance blends.
Collaborate with influencers who align with your brand values to reach a broader audience. Micro-influencers, in particular, can help build trust and authenticity and target a local demographic without the high costs associated with larger influencers.
Don’t forget SEO for your website—optimise product descriptions and blog content around key terms like ‘hand-poured candles’ or ‘eco-friendly soy candles’ to drive organic traffic. Finally, leverage email marketing to stay connected with your customers, offering them exclusive deals or early access to new products. A well-rounded plan means that your brand will be consistently engaging and growing its audience.
8. Optimise your customer experience
The key to growth is keeping your customers happy—and that starts with listening. Collect feedback regularly through reviews, social media polls and surveys to understand what’s working and where there’s room for improvement. Are customers happy with your burn time, scent throw or packaging? Use that feedback to tweak your formulas or refine your customer service approach.
Engagement is just as important as collecting feedback. Reply to comments and questions on social media, and show that you value your customers’ opinions. By actively involving them, you not only improve your products but also build loyalty, turning buyers into brand advocates.
9. Scale your business strategically
As your candle business gains traction, it's tempting to expand quickly, but thoughtful growth is key. Start by evaluating your production capacity—can you handle increased demand without compromising quality? If so, explore adding new product lines or offering limited-edition collections that complement your core range.
Consider wholesale opportunities to reach a broader market without overextending yourself. Partnering with local boutiques or online platforms can give you greater visibility. Collaborations are another smart way to grow—partnering with complementary brands (like home décor or wellness companies) can help you reach new audiences while sharing production and marketing resources.
Keep your growth sustainable by ensuring each step is aligned with your brand and production capabilities.
10. Plan for sustainability
We’ve got news for you—if your candle business isn’t geared towards sustainability, there’s a real risk it won’t survive. Consumers are making more eco-conscious choices than ever, and they expect the brands they support to do the same.
With this in mind, sustainability isn’t just a nice-to-have; it’s becoming a business necessity. Brands that don’t prioritise eco-friendly practices are losing out to competitors that do. Constantly focus on how you can reduce waste and source low-impact packaging to not only meet consumer demand, but build a brand that people feel good about supporting.
Mark our words: Long-term loyalty starts with responsible practices.
Ready, set, launch your candle business
Launching a candle business can feel overwhelming, but don’t let the details scare you off. From finding your niche to nailing your pricing strategy, every step requires thoughtful planning. The key is tackling it piece by piece. Yes, it’s a lot to juggle, but with the right focus, it’s entirely doable.
Take your time, get the foundations right, and remember—you’re building more than candles, you’re building a brand. Start small, refine your process and grow strategically.
Looking for more candle business tips and insights? Check out ‘how to’ guides and ‘tips & advice’—we’re constantly updating these pages with trending, research-backed content.