How to Start a Candle Business: What I Wish We Knew Before Starting Our Candle Business

Starting a candle business is an exciting yet challenging entrepreneurial journey. If you’ve ever asked yourself “how to start a candle business,” then you already know it takes more than just a passion for candles — it requires strategic planning, resilience, and a deep understanding of the market. Over the past few years, we’ve grown our candle business to over a million dollars in sales, but the path wasn’t always smooth. Looking back, there are many lessons we wish we had known before we started.

In this comprehensive guide, I want to share 11 crucial insights based on our real-world experience to help you avoid common pitfalls, save time and money, and set your candle business on a path to success. Whether you’re just dreaming of launching your own brand or are already making candles but want to scale, these tips will provide clarity and direction.

Introduction: The Reality of Starting a Candle Business

Many aspiring candle makers underestimate the amount of work, dedication, and strategy involved in building a thriving candle business. The truth is, success is often just around the corner — but many quit too soon because they don’t realize how close they are to breaking through. We’ve faced countless obstacles and learned valuable lessons along the way. If you stick with it, success can be yours.

Our goal with this guide is to provide you with practical, actionable advice that will help you navigate the complexities of starting and growing a candle business. These lessons are drawn from our own journey, and we’re still learning every day.

1. Start Small: You Don’t Need 10 or More Candle Scents Initially

One of the biggest mistakes we made when starting our candle business was launching with too many scents and product variations. We began with 10 different candle scents across multiple sizes and vessels, including tins, glass jars, ceramics in different colors, and wax melts. While variety might seem like a good idea, it quickly became overwhelming and expensive — especially when we weren’t even sure if our target customers wanted our products.

If we could start over, we would launch with just six scents. Here’s why:

• Focus on your niche: It’s better to have a small, well-curated collection that resonates with your ideal customers than to offer too many options that dilute your brand.
• Reduce complexity: Fewer scents mean less inventory to manage, fewer materials to buy, and simpler production workflows.
• Test the market: Starting small allows you to gauge which scents perform best and adjust your offerings based on real customer feedback.

Here’s the scent breakdown we recommend for a starter collection of six candles:

1. Two Citrus Scents: Citrus scents are perennial best-sellers and appeal year-round. Think fresh, bright, and invigorating aromas that attract a wide audience.
2. One Masculine/Woodsy Scent: A woodsy, masculine scent like mahogany appeals to men and those seeking a rich, earthy fragrance.
3. One Spa/Calming Scent: A soothing scent like sandalwood or lavender that’s not overpowering or offensive but relaxing and fresh.
4. One Floral Scent: Choose a universally loved floral like lavender rather than niche or overly strong florals like lilac, which may have limited appeal.
5. One Staple Signature Candle: This could be a vanilla blend or a classic scent like eucalyptus and mint, something familiar and comforting to many customers.

For example, our “Peace of Mind” candle is a blend of eucalyptus, mint, and verbena that reminds customers of familiar, timeless scents found in popular bath and body products. This kind of staple scent builds brand trust and repeat customers.

Remember, more isn’t always better. It’s better to build a strong foundation with a smaller, focused product line and then expand once you’ve found your core customers.

2. Wholesale Is Not as Hard as It Seems

Many candle makers hesitate to pursue wholesale because it sounds complicated or intimidating. But wholesale can be a powerful growth channel if approached strategically. We currently have over 140 wholesale accounts, including large retailers like international airports and sports apparel stores selling our candles in multiple locations.

Here’s how to simplify wholesale and make it work for your candle business:

Create a Targeted Store List

Start by researching stores that align with your brand and target audience. This could be local boutiques, gift shops, pet stores (if you have pet-friendly candles), or larger retailers. Organize your prospects in a spreadsheet with columns for:

• Store name
• Contact person (owner or manager)
• Email address
• Social media handles
• Website URL
• Notes on why your candles fit their customers

Craft Short, Benefit-Focused Emails

When reaching out, keep your emails brief and focused on how your candles will benefit their customers and store — not just the features of your product. Store owners want to know:

• Why will your candles sell well in their shop?
• What makes your candles unique or better for their customers?
• How does your price point align with their existing products?

Avoid overwhelming them with technical details like “100% natural wax” unless it directly appeals to their customer base. Instead, highlight how your candles complement their store vibe, packaging, or seasonal trends.

Follow Up Religiously

Follow-up is the key to wholesale success. Most wholesale orders come after multiple follow-ups because store owners are busy and often forget initial emails. Don’t be shy about reaching out again — polite, consistent reminders keep you top of mind.

Set a system where you follow up multiple times and keep track in your spreadsheet. If they eventually say “no” or ask to be removed, respect that. Otherwise, keep nurturing the relationship.

Use Customized Wholesale Catalogs

Having a professional-looking wholesale catalog tailored to different retailer types can make a big difference. For example, create one catalog for pet boutiques featuring your odor-eliminating candles and another for women’s boutiques highlighting your trending scents. This shows you understand their customers and have curated products just for them.

Wholesale doesn’t have to be complicated. With organization, targeted outreach, clear communication, and consistent follow-up, you can build a strong wholesale network that grows your candle business.

3. Candle Math Is Not Optional: Know Your Margins and Pricing

One of the most critical aspects of running a successful candle business is understanding your costs, margins, and pricing strategy. Candle math isn’t optional — it’s essential.

Early on, you might be tempted to sell candles cheaply to friends, family, or at local markets. For example, if your candle costs $5 to make, selling it for $10 might seem reasonable. But if you want to scale, run ads, open an online store, or sell wholesale, that margin won’t work.

Here’s why you need to master candle math:

• Accurate Cost of Goods Sold (COGS): Know every cost that goes into making your candle — wax, fragrance oils, wicks, vessels, labels, packaging, labor, overhead, and shipping.
• Set Realistic Pricing: Your price needs to cover your costs and leave room for profit, marketing, and growth.
• Plan for Scaling: When hiring help, running ads, or expanding product lines, costs increase. Your pricing must support this growth.
• Adjust as Needed: If your math shows you can’t hit your profit goals, you may need to adjust product size, materials, or prices early on.

Even if you’re not a “numbers person,” it’s vital to learn these basics or connect with someone who can help you analyze your numbers. This knowledge empowers you to make informed business decisions and avoid costly mistakes down the road.

4. Suppliers Will Discontinue Products — Choose Wisely

When building your candle brand, it’s tempting to pick unique vessels, designer waxes, or trendy oils to stand out. But be aware: suppliers often discontinue products, colors, or scents, which can disrupt your business.

For example, we started with ceramic vessels in three colors, but some colors went out of stock for months and eventually were discontinued. This forced us to cut those products from our lineup.

To avoid these headaches:

• Choose Common Vessels: Glass jars or amber jars that multiple suppliers carry are safer bets because you can source them from different places if needed.
• Avoid Trendy or Seasonal Oils for Core Products: Trendy scents like sandalwood or grapefruit might be hot now but may disappear or fall out of favor, forcing you to reformulate.
• Stick to Reliable Wax Types: Soy, paraffin, and coconut soy blends are widely available and less likely to be discontinued abruptly.
• Plan Your Seasonal Collections Carefully: Use base scents that are available year-round and blend them to create seasonal variations rather than relying on limited-edition oils.

Keep in mind that if a supplier discontinues a key ingredient, you’ll have to retest wick sizes, burn times, and scent throws — a time-consuming and costly process. Building a brand around stable, reliable materials reduces risk and keeps your customers happy.

5. Not All Advice in Candle Communities Is Good Advice

Joining candle-making groups on social media can be incredibly helpful — you get inspiration, support, and answers to many questions. However, not all advice is created equal, and it’s crucial to be discerning.

Here’s how to navigate advice in candle communities:

• Consider the Source: Look at who is giving advice. Are they actively running a successful candle business? How long have they been in the industry? What kind of results do they have?
• Avoid Overcomplicating Your Process: Sometimes advice can make candle making seem more complex than it is. Stick to proven methods and avoid chasing every “quick fix” or trend.
• Be Wary of Business Structure Advice: Questions about LLCs, S-corps, and taxes require personalized advice from a CPA or lawyer, not random opinions in a group.
• Ignore Negativity: Some people in groups tend to be negative or overly critical. Don’t let that discourage you. Focus on constructive feedback and supportive communities.
• Learn the Tech Yourself: Whether it’s building a Shopify store or managing your website, learning the basics yourself can save you money and give you control over your brand.

Our own community fosters a positive, supportive environment where makers help each other grow. Seek out groups like this where negativity is minimized and collaboration is encouraged.

6. The Importance of Building Your Brand Around Your Target Customer

One of the biggest lessons we learned is the importance of knowing your target audience and building your brand to appeal directly to them. This shapes everything from your scent selection to packaging, marketing, and wholesale outreach.

Ask yourself:

• Who is my ideal customer?
• What scents do they like?
• What kind of packaging and branding will attract them?
• Where do they shop?

For example, if you want to sell in high-end women’s boutiques, your scents, packaging, and price points need to align with their customer’s expectations. That might mean trending scents and elegant packaging, not food-themed or novelty candles.

Conversely, if you’re selling to pet boutiques, odor-eliminating candles with pet-themed branding will resonate better.

Building a brand without a clear customer in mind can lead to scattered offerings that don’t connect with anyone. Focus your energy on understanding and serving your niche well.

7. Keep Your Candle Business Organized and Systematic

Running a candle business involves juggling many moving parts — product development, inventory, orders, customer service, marketing, and more. Organization is critical to avoid overwhelm and mistakes.

Develop systems for:

• Tracking inventory and supplies
• Managing wholesale leads and follow-ups
• Recording costs and sales for accurate candle math
• Scheduling production and shipping
• Handling customer inquiries and feedback

Using simple tools like spreadsheets, calendars, and project management apps can keep you on top of your business and free up mental space to focus on growth.

8. Test, Learn, and Iterate Continuously

Candle making and selling is both an art and a science. You won’t get everything perfect on the first try — and that’s okay. The key is to test your scents, vessels, pricing, and marketing strategies, learn from the results, and adjust accordingly.

For example:

• Test different wick sizes and wax blends to optimize burn quality and scent throw.
• Experiment with scent blends to find what your customers love.
• Try different packaging styles to see what appeals most.
• Run small ad campaigns to test messaging and targeting.
• Gather customer feedback and reviews to guide improvements.

Continuous iteration helps you refine your products and business model to maximize success.

9. Invest in Your Candle Making Skills and Education

Even if you’re naturally creative, investing time and resources into learning the technical aspects of candle making can elevate your products and brand. Understanding the chemistry of wax blends, wick sizing, fragrance load, and safety standards builds confidence and quality.

Consider taking candle making courses, joining professional communities, and staying up to date on industry trends. This knowledge not only improves your products but can set you apart in a crowded market.

10. Focus on Customer Experience and Building Relationships

Your customers are the heart of your business. Beyond just selling candles, focus on creating a memorable experience that encourages repeat purchases and word-of-mouth referrals.

Ways to enhance customer experience include:

• Packaging that feels special and reflects your brand story
• Personalized notes or samples in orders
• Responsive and friendly customer service
• Engaging customers on social media
• Building a community around your brand

Happy customers become loyal fans and ambassadors for your candle business.

Bonus Tip: Be Patient and Persistent

Building a successful candle business takes time. Many makers quit just before reaching their breakthrough because they expect quick results. Remember, obstacles and challenges are part of the process. Stay patient, keep learning, and persist through the tough times.

Your success is likely closer than you think.

Frequently Asked Questions (FAQs)

Q1: How many candle scents should I start with when launching my business?

Start with around six well-chosen scents that cover popular fragrance categories like citrus, woodsy, floral, spa-like, and a staple signature scent. This keeps your collection manageable and focused on your target customers.

Q2: Is wholesale difficult for new candle businesses?

Wholesale can seem intimidating, but with organization, targeted outreach, clear communication, and consistent follow-up, it’s an accessible and rewarding sales channel for candle businesses of all sizes.

Q3: How important is understanding candle math?

Knowing your costs, margins, and pricing is essential. Without this knowledge, scaling your business and maintaining profitability becomes very difficult.

Q4: Should I build my candle brand around trendy scents or unique vessels?

Be cautious about basing your entire brand on trends or unique items that suppliers may discontinue. Choose reliable materials and timeless scents to build a sustainable business.

Q5: How do I know which advice to trust in candle-making communities?

Consider the experience and success of the person giving advice. Avoid getting overwhelmed by contradictory or overly complicated suggestions. Seek advice from active, proven candle makers and professionals.

Conclusion

Starting a candle business is a rewarding but challenging journey. By learning from those who have walked the path before, you can avoid costly mistakes and build a strong foundation for success. Focus on starting small with a curated scent collection, mastering your candle math, organizing your wholesale efforts, and building a brand that truly connects with your target customers.

Remember, persistence and continuous learning are your greatest assets. Embrace the journey, stay patient, and your candle business can flourish beyond your dreams.

If you’re ready to take the next step, consider joining supportive communities, investing in your education, and applying these lessons to your business today. The world is waiting for your unique candle creations!