How to Start a Candle Business: My 8-Week Step-by-Step Recap and Action Plan

Outline: What You’ll Find in This Guide

• Week 1: Foundational decisions — your why, launch date, first product list
• Week 2: Naming and brand basics — how to pick a name, domains, trademarks
• Week 3: Niche and customers — creating customer profiles and superfans
• Week 4: Marketing fundamentals — email lists, content strategy, social
• Week 5: Sales channels — Shopify, Etsy, markets, wholesale
• Week 6: High-converting website essentials — the 10 things you must include
• Week 7: Local marketing and collaborations — markets, fundraisers, PR
• Week 8: Production reality — suppliers, samples, packaging, and quality control
• Actionable checklists, templates, and an FAQ for beginners

Why this recap matters if you want to learn how to start a candle business

Everything in this guide is based on hands-on, real-world testing, not hypotheticals. When you investigate how to start a candle business, you’ll find a lot of opinions online. I want to give you a reproducible framework: focus, repeatable testing, and marketing systems that build momentum. We scaled from zero to a structured business by attacking one variable at a time—and you can do the same.

Before we dive into each week, one overarching principle to keep in mind: start with one wick, one wax, one vessel, one fragrance. Master the small set, then expand. That’s the strategy that turned a single simple jar into a six-figure product for us. If you want to learn how to start a candle business that lasts, this principle will save you time, money, and stress.

Week 1 — Build the Foundation: Start with Your Why and Your First Three Products

The very first step when figuring out how to start a candle business is to write three clear sentences that explain your why. This sounds basic, but it’s the compass for every decision you’ll make.

• Why are you making candles? Hobby, side income, creative outlet, full-time income? The answer changes everything.
• Who are you making them for? Be specific. Think of a single person you could describe in detail.
• What are your first three products? Keep this small. Example: one 10 oz jar candle, one wax melt pack, one room spray—or three candle sizes with the same fragrance.

This one-page foundation should also include a realistic start date. Pick a date and commit. We set our “official” start on November 19, 2021 and chose February 28 as our open store date. That gave us three months to test, iterate, document, and prepare. Pick a start date that gives you momentum but is realistic—too far out and motivation fades; too soon and you’ll rush quality.

Action steps for Week 1 (how to start a candle business checklist):

1. Write three sentences: your why, your mission, your long-term goal.
2. List your first three product SKUs and a brief description of each.
3. Choose a start date and block calendar time for testing and creating product shots, copy, and packaging mockups.
4. Start a spreadsheet to document every formula, wick test, temp, and supply source.

Why one wick, one wax, one vessel matters

When you’re learning how to start a candle business, the temptation is to make everything: soy, coconut, blends, wooden wicks, pillars, and pillars with labels. That’s how mistakes multiply. Instead, master one product until your pour, scent throw, and burn are consistent. Only after your base product is repeatable should you expand.

Week 2 — Name, Brand Basics, and Domains

Choosing a brand name is one of the most foundational steps when you’re figuring out how to start a candle business. Names can feel personal, and they often do—however, you need a name that resonates with customers, is easy to remember, and, critically, has an available domain and trademark status.

My process for naming:

• Brainstorm 20 names — no editing, just flow.
• Filter those down to 3 strong options.
• Check the USPTO for existing trademarks.
• Check domain availability (Squarespace, GoDaddy, or other registrars).
• Check social handles across major platforms.

We landed on Without (WTHOT) for our new brand. The domain without.com was taken, so we pivoted to withoutbr.com for the lifestyle angle. The brand had to fit the aesthetic and the niche we planned to serve.

Naming tips when you learn how to start a candle business:

1. Avoid names that are too personal or cryptic—S & C Candles might be meaningful, but it doesn’t explain anything to customers.
2. Don’t default to “candles” as a suffix unless it’s essential for SEO in your niche—make it consistent with brand tone.
3. Prefer short, memorable names that leave room for brand growth beyond candles (if you plan to expand into perfume, room sprays, or home goods).

Week 3 — Find Your Niche and Build a Customer Profile

Understanding how to start a candle business without a clear niche is like building a road without a destination. Week three was all about choosing a lane—what customers we serve, and exactly how we speak to them.

Why niche matters:

• Clarity of message. If you make nautical candles for boat owners your content, packaging, and partnerships are targeted and consistent.
• Better product-market fit. Pricing, fragrance choices, and packaging depend on who you serve.
• Easier marketing. You know where your customers hang out online and offline.

Create a customer avatar

Make a profile—give them a name, an age, interests, shopping behavior, and price tolerance. For Without, our avatar is Camille: a Brooklyn-based shopper who supports indie brands, spends $30–$35 per candle, shops online and at curated local boutiques, and prefers design-driven packaging over mass-market products. That avatar influences our tone, imagery, and retail strategy.

When you’re learning how to start a candle business, ask:

• Where do they shop in real life? Boutiques, markets, big-box stores?
• How much are they willing to spend on a candle?
• Do they buy online often, or do they prefer in-person purchases?
• Which social platforms are they on—Instagram, Facebook, TikTok, Pinterest?

The “100 superfans” rule

A business doesn’t need millions of customers to be profitable. Find 100 superfans who spend $1,000 per year and you have a six-figure business. Superfans buy new products, recommend you to friends, and are receptive to higher-priced launches and limited editions. Many of our superfans began as customers at local markets—so events are powerful ways to gather loyal buyers when you’re learning how to start a candle business.

Week 4 — Marketing Foundations: Email, Social, and Building Momentum

Marketing is not an afterthought. When you learn how to start a candle business, you must build an audience before launch. This week focuses on the simplest, highest-impact activities that take you from obscurity to traction.

Launch a password-protected page immediately

Set up your Shopify (or Squarespace) store and at minimum create a password-protected landing page that collects emails. Use that page to tease your launch and start nurturing potential buyers. We recommend Shopify for e-commerce because it scales well and integrates with marketing tools, but whichever platform you choose, start collecting email addresses on day one.

Why email matters when learning how to start a candle business:

• Email is portable—followers bring their address no matter what platform changes or algorithm updates happen.
• People who subscribe are on a conversion journey. Take them behind the scenes and they're more likely to buy.
• With the right welcome sequence, you can convert early leads into paying customers by launch day.

Content: Show the journey, not the product drop

One of the biggest mistakes new makers make when figuring out how to start a candle business is dropping a product and asking friends and family to buy without context. Instead, document your testing, failures, late nights, packaging decisions, and scent trials. Vulnerability builds attachment. By the time you open your store, your audience should feel like they’ve been along for the ride.

Pick two social platforms and commit

There are more channels than time. Start with two and master them: for many brands, Instagram and Facebook work well. For lifestyle and younger audiences, Instagram + TikTok might be better. Test, measure, and double down on what works. For our new brand Without, we suspect Instagram plus some TikTok will be essential because of the visual, lifestyle positioning.

Week 5 — Sales Channels: Shopify, Etsy, Markets, Wholesale and More

Choosing where to sell is a big part of how to start a candle business. Different channels serve different goals, and most businesses use multiple channels to diversify revenue.

• Shopify: Your best place for a brand-controlled storefront and long-term growth. Full control over UX, SEO, and customer experience.
• Etsy: Marketplace discovery—useful for early organic sales and customers actively searching for handmade goods.
• Markets and pop-ups: Excellent for building superfans and getting real-time feedback.
• Wholesale: Get local retailers to stock you, but mind margins and production requirements.

Fees are part of the picture, but marketing costs and time are usually the bigger investment. If you’re learning how to start a candle business with limited budget, test Etsy for discoverability and use Shopify for brand play and email capture.

Week 6 — Build a High-Converting Website: The 10 Essentials

A high-converting website makes the difference between traffic and sales. When you investigate how to start a candle business, think of the storefront as a salesperson working 24/7. These are the 10 essentials that every candle e-commerce site should include (we provide a free checklist in our site resources):

1. Clear, concise hero headline that tells what you sell and why it matters.
2. High-quality product photography with lifestyle images.
3. Strong product descriptions: sensory language, burn time, size, ingredients.
4. Visible pricing and shipping information—no surprises.
5. Trust badges and easy-to-find contact information.
6. Simple, secure checkout with minimal steps.
7. FAQ section on product pages addressing common questions (wick, wax, safety).
8. Social proof: reviews, press mentions, and testimonials.
9. Upsells and cross-sells for higher average order value (AOV).
10. Mobile-optimized layout and fast load times.

These ten items directly increase conversion rate. It’s one thing to get visitors; it’s another to get them to complete checkout. If you want to learn how to start a candle business and see revenue, optimize for conversions first.

Week 7 — Local Marketing, Collaborations, and PR

Local first: friends, family, co-workers, and community groups are the simplest early customers. But beyond that, two local tactics moved the needle for us: markets and fundraisers.

Markets and Pop-ups

Markets provide face-to-face interactions that create superfans. Conversations at booths build loyalty faster than online posts. People feel the fragrance, hear the brand story, and leave with a purchase and a personal connection.

Fundraisers and Partnerships

Fundraisers are marketing gold for new candle businesses. Partner with a local nonprofit (animal shelters are a great example), create a themed candle, pledge a portion of proceeds (e.g., 25%), and let the nonprofit promote it to their mailing list. You get access to a warm audience; they get revenue and awareness. This tactic also leads to great PR opportunities.

Press and PR

Write a clean press release and pitch local outlets—news stations, newspapers, magazines, and radio. You can create an angle around a local event (like our tulip festival example), a fundraising initiative, or your unique business story. Done correctly, press can land you front-page coverage and feature articles. We used this to get local media attention and even placements in national outlets by pitching the right story with the right hook.

Week 8 — Production, Packaging, and Real Hiccups

No matter how carefully you plan, production surprises will happen. Our biggest production snafus involved custom vessels and packaging sourced overseas—delays of a week or two, color mismatch on mockups, and quality checks that delayed full production. These are normal problems when scaling from samples to full orders.

How to manage suppliers and samples

1. Order multiple samples and expect delays—plan extra time into your launch timeline.
2. Request clear, high-resolution photos of production samples.
3. Ask for Pantone or CMYK references for color matching on packaging and labels.
4. Insist on a small production run and approval of physical samples before full production.
5. Check materials and safety compliance—especially for perfume bottles and flame-retardant standards on labels if required in your jurisdiction.

When packaging colors don’t match in sample photos, don’t force production—get the correction in writing and require a re-sample or color proof. If a manufacturer assures you it will be okay, still plan to verify with physical samples. When you’re learning how to start a candle business, attention to packaging detail matters because packaging is part of the product experience and protects you from returns and damage to reputation.

Logistics: Shipping and Inventory

Plan your first production run conservatively. Over-ordering is risky when you don’t yet know sell-through rates. Use small batches with a reliable process for restock. Track cost of goods and labor per SKU so you can confidently set prices and predict margins.

We use tools like Inventora to calculate cost of goods. Knowing your true COGS helps you price for profit and identify where to cut costs without sacrificing quality.

Marketing Playbook for Week-by-Week Launch

Here’s a practical marketing playbook you can replicate as you learn how to start a candle business:

1. Pre-launch (weeks -8 to -4): Create an email sign-up page. Post daily behind-the-scenes content. Run a “coming soon” countdown.
2. Warm-up (weeks -4 to -2): Share product development—wick tests, fragrance notes, photography teasers. Start influencer outreach for micro-influencers aligned with your niche.
3. Soft launch (week -1): Early access sale to email subscribers with an exclusive discount. Ship these orders first and ask for reviews and UGC (user-generated content).
4. Launch week: Announce publicly across platforms; run collaborative posts with local partners; hold pop-ups and market appearances. Extend the PR pitch to local outlets and themed press angles.
5. Post-launch (weeks 1–8): Follow up with customers, collect reviews, maintain regular content, and analyze which products convert best. Adjust inventory and marketing accordingly.

Collaboration Ideas That Actually Work

When learning how to start a candle business, collaboration is often an underrated growth lever. Here are collaboration models we used with success:

• Partner with a soap maker for a bundled product and cross-promote each other’s audiences.
• Create a bespoke candle for a hair salon or barber and sell it at the point of service—people often buy impulsively while they’re in a seat.
• Design a fundraiser candle for a nonprofit and share proceeds; the nonprofit promotes to their supporters, bringing you warm leads.

Pricing Strategy and Profitability

Price with intention. When you’re learning how to start a candle business, avoid underpricing to “win” customers—cheap prices can undermine perceived value and make profitability impossible.

Pricing considerations:

• True cost of goods (wax, wick, vessel, label, fragrance oil, packaging)
• Labor cost per unit (time to pour, cure, label, box)
• Shipping and fulfillment costs
• Ad spend and marketing allocation
• Desired margin (aim for gross margins that allow reinvestment—50%+ is common for candles depending on price point)

Remember the 100 superfans concept: if you can create products and experiences that lead 100 people to spend $1,000 per year, you’ll earn $100,000 annually. That’s a simpler lens to evaluate pricing: what price points will allow your top customers to spend at that level?

Packaging: The Unseen Sales Tool

Packaging is part of the product experience. High-quality boxes, consistent color palettes, and well-designed labels help increase perceived value. If you sell a candle to a boutique or a gift shop, the packaging needs to match the store’s aesthetic—otherwise buyers pass. For our new brand, packaging and perfume bottles were a major focus and a source of delays, but we chose to be patient because packaging impacts returns, wholesale placement, and brand perception.

Scent Development and Testing Protocol

Developing a fragrance profile is both an art and a science. Here’s a testing protocol to follow when you figure out how to start a candle business:

1. Start with fragrance trials at 1% and 2% load in your chosen wax. Record scent throw cold and hot.
2. Use a consistent wick and jar for every test (this isolates variables).
3. Allow a recommended cure time (often 1–2 weeks depending on wax and fragrance) and test again.
4. Log each formula—fragrance, load percentage, fragrance supplier, batch number, wick used, melt point, and any additives.
5. Conduct blind tests with friends or market customers to gather feedback—preferably those in your target niche.

When you’re ready to expand fragrance offerings, blend slowly and iterate. A single high-performing blend can fund years of expansion.

Scaling: From Maker to Small Business

Scaling beyond hobby-level production requires systems. Document your processes for recipe scaling, tinting, labeling, QA checks, packing, and shipping. Create SOPs (standard operating procedures) so other team members or contractors can step in without breaking consistency. Track lead time for suppliers and keep safety stock for top sellers.

As you scale, invest in the right hardware. Our sponsor, ToAuto Wax Melters, is a tool we rely on in production because of consistent heating, a bottom-drain spout, and precise temperature control—features that reduce waste and increase throughput. If you’re moving from hobby to production, a reliable melter pays back quickly in time saved and reduced scrap.

To learn more about ToAuto and grab an extra discount, visit: https://bit.ly/3H7aEDN

Common Mistakes to Avoid When You Learn How to Start a Candle Business

• Testing too many variables at once—change one thing at a time.
• Skipping documentation—no spreadsheet means repeated mistakes.
• Ignoring packaging and brand consistency—presentation matters.
• Underestimating marketing time—traffic doesn’t appear overnight.
• Over-ordering inventory before knowing product-market fit.
• Putting all selling channels in one basket—diversify sales to reduce risk.

Free Resources and Tools to Get You Started

To make your path clearer, here are the practical resources we recommend as you learn how to start a candle business:

• Free candle making supplies checklist: https://www.candlebusinesspro.com/checklist-yt
• Shopify for your brand storefront (or Squarespace for simpler sites)
• Inventora for cost of goods and inventory calculations: https://www.inventora.com/?via=sabastian
• Community and mentorship: Candle Business PRO Inner Circle at https://www.candlebusinesspro.com/membership
• Wax melters and production tools: ToAuto Wax Melters (extra discount at https://bit.ly/3H7aEDN)

Press Templates and a Quick PR Checklist

Getting PR doesn’t require connections—craft a compelling press release. Here’s a simplified PR checklist that worked for us:

1. Find the right angle: fundraiser, local event tie-in, or interesting founder story.
2. Write a short, punchy subject line for email editors (30–50 characters).
3. Include a short press release: who, what, when, where, why, and a quote from the founder.
4. Attach high-resolution photos and product shots.
5. Send to local outlets first, then regional and national if the story has broader appeal.

Example subject line: “Local Small Business Launches Charity Candle Line for Tulip Festival.”

How to Use Markets and Events to Build Superfans

Markets are not just about sales—they’re about relationships. Collect emails at every market via a clipboard sign-up, QR code, or an entry to win a candle. Ask for permission to send a launch email and follow up within a week with a “thank you” and a discount for first-time buyers. Treat market sales as high-ROI marketing investments because the conversations lead to repeat buyers.

Week-by-Week Launch Timeline You Can Copy

If you’re wondering how to start a candle business in a practical, time-bound way, here’s a simplified 12-week timeline that mirrors what worked for us:

1. Weeks 1–2: Foundation (why, 3 products, start date, initial supply orders)
2. Weeks 3–4: Brand (name, domain, social handles, logo concepts)
3. Weeks 5–6: Product development (one wax, one wick, one vessel; fragrance testing)
4. Weeks 7–8: Marketing set-up (email list landing page, social content plan)
5. Weeks 9–10: Soft launch (email subscriber early access, initial batch production)
6. Weeks 11–12: Public launch (press outreach, markets, influencer partnerships)

This timeline allows for supplier lead times and testing cycles. Adjust for longer lead times if using overseas manufacturers.

Detailed Checklist: The Things You Must Do to Start

Consider this your “minimum viable brand” checklist when learning how to start a candle business:

• Clear why statement (3 sentences)
• Three initial SKUs defined
• Business registration and EIN if selling formally
• Domain reserved and social handles set
• Email landing page live and collecting addresses
• One tested and consistent product formula
• Professional product photos (or high-quality DIY photos)
• Shopify or Etsy store with basic product pages
• Shipping and returns policy written
• Initial marketing plan and content calendar

Handling Hiccups: What We Learned About Suppliers

Supply chain problems are inevitable. Here’s how we mitigated risk after encountering color mismatches and delayed samples from overseas vendors:

• Ask for a signed confirmation of color codes (Pantone) before full production.
• Schedule production with buffer time and expect one round of reworks.
• Split initial orders into two shipments—one for launch stock and one for replenishment after QA.
• Maintain clear communication: ask suppliers for production photos at each step.
• Require a sample to approve before you accept final production.

Sponsor Note — Production Tools That Helped Us Scale

This series was supported by ToAuto Wax Melters, which we use across our locations. ToAuto’s features—bottom-drain spout, heated spout to prevent clogs, and precise temperature control—help reduce waste and speed production. If you’re moving from a hobby setup to small-batch production, these melters are worth the investment. Get an extra discount at checkout here: https://bit.ly/3H7aEDN

FAQ — Everything You’ll Ask About How to Start a Candle Business

Q: What’s the first thing I should do to start a candle business?

A: Write three sentences that define your why, pick three initial products, and set a realistic start date. Then document everything—spreadsheets and photos will save you time later.

Q: Should I sell on Etsy or build a Shopify store first?

A: It depends on your goals. Etsy can provide organic discovery early on. Shopify gives you brand control and better tools for growth. If possible, use both—Etsy for discoverability and Shopify for brand building and email capture.

Q: How do I price my candles?

A: Calculate all costs (COGS), include labor, shipping, and marketing, and add a margin that supports reinvestment. Aim for a healthy gross margin and test price elasticity with your initial audience. Tools like Inventora help with accurate COGS calculations.

Q: How important is packaging?

A: Extremely important. Packaging is part of the product. It helps with shelf appeal, perceived value, and unboxing experience. Don’t rush packaging, and always order samples for color matching.

Q: How many fragrances should I launch with?

A: Start small—2–3 fragrances maximum for your initial line. This reduces inventory complexity and helps you focus on high-quality formulas that sell.

Q: How do I test fragrance throw effectively?

A: Use a consistent protocol: same wick, same jar, same wax—test at multiple fragrance load percentages and after standard cure time. Record everything and do blind tests with target customers where possible.

Q: How can I build superfans?

A: Meet people in person at markets, deliver exceptional customer service, over-deliver with small surprises, and create community through email and social interactions. A dedicated VIP list with perks makes superfans feel valued.

Q: What if my supplier messes up a production run?

A: Always require pre-production samples and color proofs. Have clear acceptance criteria and a contingency plan for rework or alternate suppliers. Maintain quality control checks before accepting final shipments.

Q: How much money do I need to start?

A: It varies. A lean approach with a single SKU and DIY photography can start with a small budget ($1k–$3k). A more polished launch with custom packaging and multiple SKUs can require $5k–$15k. Budget for supplies, packaging, labels, basic website costs, and a small marketing budget.

Q: Can I start while keeping my day job?

A: Yes. Many makers start evenings and weekends. Choose a realistic timeline and be honest about the time you can commit. Use checklists and SOPs to make tasks repeatable.

Final Advice: The Mindset That Separates Makers from Businesses

Learning how to start a candle business is more than mastering pours and scents—it’s about building repeatable systems, documenting everything, and thinking like a business owner. That means making decisions that favor predictability: consistent products, measured marketing, reliable suppliers, and a community-first marketing approach.

Be patient with production timelines. Invest time in your brand story. Collect emails from day one. And focus relentlessly on one product until it’s consistently excellent. That single product will fund your next steps, and your brand will grow from there.

If you want help accelerating your path, join our free community at https://www.facebook.com/groups/candlebusinesspro or check out our course and membership at https://www.candlebusinesspro.com/membership. For a production melter we trust, see ToAuto Wax Melters and use the extra checkout discount at https://bit.ly/3H7aEDN.

"You only need 100 superfans. One hundred people who will spend $1,000 a year with you is enough to make a six-figure business." — Sebastian Garzet

Action Plan: 30-Day Sprint to Move from Idea to Launch-Ready

Use this 30-day sprint if you're ready to act fast on how to start a candle business:

1. Day 1–3: Define your why, write your three-sentence mission, pick your first three SKUs.
2. Day 4–7: Order initial supplies for 1 SKU (wax, wick, vessel, fragrance), set up spreadsheet for testing.
3. Day 8–14: Run 10–12 batch tests, document results, choose final formula and wick size.
4. Day 15–18: Reserve domain, set up Shopify, create password-protected landing page with email capture.
5. Day 19–22: Create social profiles, post your first “journey” content pieces, and prep product photography.
6. Day 23–26: Finalize packaging mockups, order a small run of labels and boxes (or local short-run supplier).
7. Day 27–30: Soft launch with email list—offer early access and discount. Collect feedback and testimonials.

Closing Thoughts

How to start a candle business is a question we get every day. The answer isn’t a single step—it’s a set of disciplined practices: choose focus, test methodically, build an audience early, and scale systems. Over eight weeks we moved from concept to a living brand by doing the work, documenting the process, and learning from every mistake. You can do the same.

If you want the free checklist that walks you through supplies and setup, download it here: https://www.candlebusinesspro.com/checklist-yt. And if you're ready to invest in production tools that scale, check out ToAuto Wax Melters for an extra discount: https://bit.ly/3H7aEDN.

Questions? Drop them in the Candle Business PRO community or sign up for the Inner Circle for deeper coaching and templates. Start small, test quickly, and build a brand your customers love.