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How To Start Your Own Candle Business
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A Guide To Types Of Candle Wax
If you are an entrepreneur looking to burn the midnight oil with a new business venture, we have a potential business idea for you: sell homemade candles.
When it comes to making products that are both functional and hot (literally and figuratively), learning how to make candles is a valuable skill set even for the hesitant DIYer.
So, if you are interested in how to make homemade candles and start a candle business, let’s see how you can make money online with this trendy product.
Struggling to increase sales? Learn how to get started from day one to your first sale in this free training course.
Why You Should Start Your Own Candle Business?
Homemade candles have become an important home decor item — an industry expected to reach $5 billion by 2026, according to MarketWatch. In recent years, the commercial use of candles has increased, with spas and massage parlors using scented candles for soothing effects, and restaurants creating an aromatic environment for their customers.
Consumers are also buying candles as a focal point for home decor, as well as aromatherapy for relaxation and stress relief, according to the National Candle Association. A quick look at Google Trends shows that global interest in homemade candles remains:
And although candles can be used for many purposes around the world, most searches for homemade candles are concentrated in North America, the UK and Australia. Here’s some great intelligence for candle makers looking to market their DIY products:
Next, Google Trends shows a lot of interest in certain types of candles – from scent to soy and everything in between. Buyers’ interest in candles is not only strong, but it can run.
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So, when an aspiring entrepreneur makes a decision about what products to make, this information is a powerful insight to help you create a collection that suits your potential customers.
In addition to the popularity of this hot product, candles offer several other benefits to business owners, including:
From a DIY business perspective, learning how to make candles is a skill that can be turned into a viable income stream. But before we finish the topic of making your own homemade candles, let’s look at the popular types that attract the interest of buyers.
One of the big benefits of creating candles for your business is variety – chances are there’s a type of candle out there that will appeal to potential customers.
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Not sure where to start? Here are some of the best types of homemade candles that you can explore when planning your candle business opportunity.
One of the most popular types of candles on the market today, soy candles are made from a soy wax base. These waxes are derived from soybeans and are therefore vegetable-based (as opposed to regular oil or paraffin-based waxes). The soy wax segment is expected to grow at a compound annual growth rate of 8.5% between 2019 and 2025, according to Grand View Research.
Not only are soy candles made from renewable resources, they also burn cleaner and last longer. Thus, customers get more money when they get long-lasting candles.
This is one of the most common types of candles. Scented or aromatherapy candles offer a variety of scents for customers who want to fill their homes with pleasant aromas.
Candle Making World
Whether it’s meant to mask common household odors or just create a unique scent, these candles come in a variety of scents – so there’s a scent that will appeal to everyone.
Aromatherapy candle manufacturers market their products as offering special benefits tailored to specific scents. Generally, the recipes for these candles use essential oils that are intended to promote physical or mental well-being. For example, the scent of lavender is often associated with relaxation.
There is a growing segment of shoppers who are concerned about the ingredients that businesses use to make their products – especially animal ingredients. Basic candles often contain animal byproducts such as beeswax, which consumers dislike.
But here is a vegan candle to the rescue! Vegan candles use modified formulas with ingredients such as soy wax, plant-based waxes, perfumes, and natural fragrances.
Starting Your Own Candle Making Business: A Blueprint For Success
When you walk into a home goods store, you’ve probably noticed the many colors, shapes and sizes of candles. Some candles are made for decorative purposes only – they are not necessarily scented and are not made of special materials. They just add something specific to the space in your home.
Your target market is the people you want to reach with your marketing efforts. These are the buyers who are most interested in your product and are most likely to convert into customers. In the candle industry, the target market is divided into three categories:
Decide which market you will target. Do you want to go to a retail store like Nordstrom or Macy’s? Then the middle of the market may be the best route. Want to sell exclusively through your own website and other online boutiques? Prestige candles may be your calling.
Choosing your market will help with everything from sourcing ingredients to building your brand and packaging. Once you have your outline, you’ll want to decide what type of candle to make.
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When doing your research, note what types of candles your customers are buying. Are eco-friendly vegan candles the best fit for your market? Or whether potential customers are okay with paraffin wax candles, despite the impact on the environment.
The second step to starting a candle making business is building a brand. Brands help you build your audience, influence your marketing efforts, and make it easier to create better products for your customers.
A good brand is important for candle business especially. The industry has grown so much over the past decade that it can feel inviolable.
Fragrance is the most important buying factor for consumers today. Research by the National Candle Association shows that three-quarters of candle buyers say it is “very important” or “extremely important” in choosing a candle.
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One way to stand out from the competition is with an attractive fragrance. Developing new combinations immediately carves out a place in the market for you. Instead of offering standard woody and floral fragrances, choose more complex and sophisticated fragrances that buyers can’t find anywhere else: scents that make people think or remember or sense mystery and intrigue.
Brand stories are the fastest way to connect with buyers. This is the narrative that shapes and communicates your brand to people. This is the foundation on which to build your mission, message and voice.
Brand stories, especially in the candle business, are interesting, human and honest. It should make people feel something, which then motivates them to take action – whether it’s entering, buying, donating, etc.
Take, for example, the story of Keap Candles. The founders, Harry Doull and Stephen Tracy, did not like their work in technology. He wanted to do something more meaningful and inspiring with his work and making candles.
Starting Your Own Candle Business
Use this helpful exercise as a guide to help you create compelling brand stories and build a loyal audience through the power of storytelling.
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Your visual identity (including your logo, photography, website, social media, and packaging) is the most direct way to influence how people feel about your candle business.
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When it comes to branding your candles, you want to consider the aesthetics of your product. Customers will use your candles for scent and to complement their home decor, so you want to design a product that resonates with their audience.
For example, the Boy Smells brand is all about elevating your inner world. They are bright, sensual, and accessible to all genders.
The brand’s visual identity embraces masculinity and femininity in a simple and direct way, empowering people from all walks of life, wherever they find strength. It adds this identity to all marketing assets, from websites to social media, as well as more than 300 retail locations worldwide.
Once you bond with Boy Smells, chances are you’ll never forget him. The power of visual identity is strong.
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At this time, your candle business is growing well. You’ve probably come up with a few business names along the way, and now it’s time to decide on one.
Make sure you keep your candle business name ideas short and simple. That will make it memorable and easy for buyers to say. If your name is too hard to remember, you’re missing out on free word of mouth marketing.
If you’re still stuck on a business name, use our business name generator to come up with new ideas. All you have to do is sign in