How to Start a Candle Business (Step-by-Step Guide for 2025)

Thinking about starting a candle business? You’re in the right place.

We’re Sabastian and Chad, founders of the million-dollar candle brand Garsnett Beacon Candle Co. and the educators behind Candle Business PRO, where we help aspiring candle makers go from hobbyists to profitable business owners.

In this step-by-step guide, we’ll walk you through the exact process we used to grow our candle business from our kitchen counter to retail stores, wholesale accounts, and online sales. This guide is practical, personal, and backed by experience—plus, it’s packed with tools, real examples, and a free checklist to help you get started today.

Prefer video? Watch our free 3-part YouTube series on How to Start a Candle Business for an in-depth walkthrough.

Step 1: Get Clear on Your "Why"

Before you even order wax or wicks, it’s important to understand why you're starting this business. Is it to earn extra income? Do you want to build a brand you can scale? Are you creating a lifestyle brand around self-care or a creative outlet?

Getting clear on your motivation helps shape every decision you make—from your scent selection to your pricing model. One of our students launched her brand to promote mindfulness after leaving a high-stress job. That clarity helped her pick her target customer, design her logo, and create scents with names like "Deep Breath" and "Quiet Energy."

Your “why” doesn’t have to be deep—but it does need to be defined.

Step 2: Master the Craft of Candle Making

You don’t have to be perfect, but you do need to be intentional. Testing and refining your process is key.
We recommend starting with soy wax or a coconut blend, and focusing on just one or two jar sizes until you dial in your:

• Wax-to-fragrance ratio

• Wick size (this takes trial and error!)

• Burn time and appearance

Here’s a real example: we once tested 9 different wick types in a single jar just to find the right one. It took weeks—but once we got it dialed in, we had fewer returns and more customer raves about our clean, even burns.

Download our free Ultimate Candle Making Checklist to see exactly what tools and supplies we use across our shops and wholesale production.

Pro Tip: Keep a candle testing journal. Record your wax, fragrance percentage, wick type, jar style, and burn results. This will save you months of frustration.

Step 3: Brand Your Business Like a Pro

Branding is more than your logo. Your brand should tell a story, connect emotionally with customers, and reflect what makes your candles different.

Ask yourself:

• Who am I making candles for?

• What kind of aesthetic or lifestyle do I want my brand to represent?

• How do I want people to feel when they light one of my candles?

At Garsnett Beacon, we leaned into nautical imagery and scent nostalgia—every candle was tied to a place, like "Lakeside Linen" or "Holland in Bloom."

We go deeper into brand design, scent naming, and packaging inside our Branding Workshop in the Candle Business PRO Membership.

Step 4: Price for Profit (Not Just Sales)

One of the most common mistakes new candle businesses make is underpricing. We’ve seen dozens of makers fail not because their candles weren’t good—but because their pricing wasn’t sustainable.

We recommend using a 5x pricing model:

If your candle costs $5.50 to make, your retail price should be $26.
Wholesale price? Around $13—still profitable.

This gives you room for sales, wholesale, affiliate commissions, and healthy margins.

We recommend checking out our full How to Price Your Candles for Profit guide, where we walk through real formulas, examples, and pricing strategy tips.

🎧 Want to understand this better? Listen to our podcast episode #004: You're Priced to Fail.

Step 5: Choose Your First Sales Channel

There’s no one-size-fits-all approach to sales. But you should pick just one channel to start with. Here are your best options:

• Markets & Craft Fairs – great for feedback and local buzz

• Etsy – fast to launch and simple to manage

• Shopify – gives you more control and long-term brand authority

• Wholesale – big batches and recurring revenue

• Private Label – candles made for salons, realtors, or boutiques

Case study: One of our students launched exclusively at local pop-up markets. Within 3 months, she was invited to supply a nearby boutique with private-label candles.

💬 Join our Candle Business PRO Facebook Group to see how other makers got started.

Step 6: Prep for Launch (Without Overwhelm)

You don’t need 50 scents or a $5K branding package to launch. We launched Garsnett Beacon with 3 scents and a folding table.

Here’s what you actually need:

• A website (Shopify, Etsy, or even just a Linktree)

• 3–5 core candle scents

• A table setup (if doing markets)

• Social media to start showing up and building trust

• An email capture system from day 1

🎁 Offer something simple like "Buy 3, Get 1 Free" or a $5 off launch code to increase cart size and urgency.

Need help planning your first collection? We cover that in our monthly Office Hours inside Candle Business PRO.

Step 7: Scale with Confidence

Once you're rolling, it’s time to look at scaling. This could mean:

• Hiring help (we started by trading candles for help with photography!)

• Getting into local boutiques

• Launching a wholesale line

• Creating a mobile candle pouring party kit

• Offering subscriptions or fundraisers

The path depends on your lifestyle goals and revenue targets. That’s why our members have access to strategy sessions, workshops, and live Q&A to figure out the right path.

Frequently Asked Questions

Do I need a business license to start selling candles?
Usually, yes. You’ll want a local business license and a resale certificate if you're buying wholesale.

How do I ship candles safely?
Use sturdy boxes, biodegradable packing peanuts, and avoid shipping in extreme temperatures. We suggest thermal wrap or ice packs for summer.

What’s the best wax for hot throw?
Soy-coconut blends are excellent for scent throw and sustainability. Just remember: your wick and vessel also play a big role.

Can I make candles in my apartment?
Yes, but check with your landlord or HOA. Stick to smaller batches and ventilate well.

Bonus: Watch Our Free Podcast Series on YouTube

We created a binge-worthy 3-part podcast series to walk you through:

1. Starting from zero

2. Building your brand

3. Making your first $1K

🎥 Watch it on YouTube and binge your way to confidence.

Ready to Get Started?

If this guide helped you, here’s what you can do next:

1. ✅ Download the Ultimate Candle Supply Checklist

2. ✅ Check out our Supply Guide to see what tools we use daily

3. ✅ Join our Facebook Group for candle business support

4. ✅ Become a Member of Candle Business PRO

Your candle business starts here—and we’re here to help you build it the right way.

Want feedback on your first label design or help choosing your wick? Post in the group or join one of our weekly Office Hours inside the membership!