How to Start a Candle Business: Test Faster, Price for Profit, and Choose the Right Sales Channels

If you’re serious about learning how to start a candle business and want a practical, step-by-step approach built from experience, you’re in the right place. I’m Sabastian Garsnett, co-founder of Garnet Beacon Candle Company and founder of Candle Business PRO. Over the last several years we’ve scaled from small beginnings to multiple retail locations and hundreds of wholesale accounts. In this guide I’ll walk you through exactly how to start a candle business the way we do it: test quickly and smartly, pick the right sales channels for your brand, and price your products so your business is profitable and scalable.

 

Whether you’re just researching how to start a candle business, reworking an existing candle line, or planning a new premium collection, this article will give you a practical roadmap. I’ll share proven testing methods, how to interpret test data, the sales channels to prioritize (Shopify, Etsy, wholesale platforms, and direct outreach), and the math behind costing and pricing. I’ll also cover packaging decisions, label strategies, and the marketing channels that actually move products.

 

Why a strategic approach matters when you learn how to start a candle business

There’s a lot of excitement around making candles, but building a sustainable company means more than beautiful scents. One of the biggest mistakes most makers make when they learn how to start a candle business is rushing product testing or guessing on price. That leads to returns, bad reviews, and wasted inventory. If you want to build something that lasts, you need a simple but disciplined process for testing, documenting results, choosing sales channels, and setting prices that support growth.

This article lays out a process you can apply whether you’re making one candle in your kitchen or scaling to multiple SKUs across wholesale accounts. Read it as your operational blueprint for how to start a candle business well.

Outline: What we’ll cover

• Rapid testing methods: how to test wax, wick, and fragrance combinations faster
• Documentation and data: what to record and why
• Sales channel strategy: Shopify, Etsy, Fair, wholesale outreach, and when to use each
• Cost of goods and pricing: how to calculate real COGS and set profitable retail and wholesale prices
• Packaging, labels, and design decisions that impact margins and brand perception
• Marketing and launch tactics: social, ads, PR, influencers, and conversion-focused Shopify setup
• Product expansion (perfumes, room sprays) and bundling strategies
• Tools, templates, and next steps to start executing

Part 1 — Test faster: a practical approach to product testing

One of the most common bottlenecks when you learn how to start a candle business is the testing phase. Testing can feel endless: waxes, fragrances, wick lines, vessel diameters, and fragrance load percentages. If you don’t systematize testing you’ll waste time and money. Here’s how we speed testing while getting reliable results.

We also highly recommend ToAuto wax melters. They are fast and effective. 

Start with the supplier’s recommended wick and then test a spread

When you buy a new wax, the wick supplier will recommend a wick line and starting size for specific vessel diameters. Don’t ignore that—use it as your baseline. Suppliers want you to succeed; they’re recommending a wick that should work. The variable most often causing problems isn’t the wick line but other inputs: fragrance load, oil type, cure time, or pour temperature.

To test effectively:

1. Order the supplier-recommended wick in multiple sizes. Don’t buy just one size—get the full sampler (for example, CD10, CD12, CD14, CD16, CD18 for a 3" diameter vessel).
2. Test three candles at once: the recommended size, one size up, and one size down. This gives you immediate comparative data on how a single vessel behaves with slight wick changes.
3. Perform full test burns for each candle—do not judge after just one burn. Burn to at least 1/4" from the bottom to evaluate tunneling, melt pool, soot, and overall hot and cold throw.

Testing three candles at once compresses timeline: you see relative performance and can iterate faster without waiting weeks between pours.

Why multiple test burns matter

Some sellers make the mistake of making one test burn and deciding “pass” or “fail.” That’s risky. Candle behavior can change over multiple burns: a wick may form a mushroom or carbon after extended burns, or a fragrance may bloom differently after a longer cure. Full testing includes:

• Multiple burns (e.g., daily burns for at least 10 sessions for 7–8 oz jars)
• Track cold throw (out of the jar), hot throw (while burning), and performance to the vessel edge
• Note soot, smoke, wick stability, steady melt pool, and any safety issues

Different wax blends behave differently. For example, 464 soy behaves predictably with complete edge melts, but some coconut-soy blends may not show a perfect edge on the first burn and instead rely on the melt pool catching up as the candle burns down. That’s why data and pictures are necessary.

Document everything: the backbone of rapid testing

Testing without documentation is guesswork. Create a testing template and record:

• Wax batch and SKU
• Fragrance blend and percentage (e.g., 8% fragrance load)
• Wick line and size
• Vessel diameter and volume
• Pour and melt temperatures
• Cure time before first burn
• Burn times and number of burns
• Notes on appearance, soot, hot throw, cold throw, and any safety concerns
• Photos after each burn (top-down and side views)

I recommend sticking a small label on the jar with a shorthand test code and keeping a Google Sheet with photo links. That makes it simple to analyze results later. Over time you’ll build a knowledge base that speeds future decisions—what works for one vessel and wax mix will inform others.

How many tests do you need?

For a 7–8 oz candle (a common retail size), plan on at least 10–12 recorded burns for a final evaluation. It may sound like a lot, but if you test multiple candles simultaneously and document well, you can get through a full testing cycle quickly and confidently.

Part 2 — Selecting waxes, scents, and wick lines

When you learn how to start a candle business, product decisions shape your brand identity and margins. Wax choice affects hot throw, cold throw, burn behavior, and cost. Fragrance choice drives customer desire. Wick selection affects safety and burn quality.

Waxes: cost vs. performance

Not all waxes are equal. Common options include pure soy blends (e.g., 464), paraffin-soy blends, and coconut-soy blends. Each has tradeoffs:

• 464 (soy): affordable, predictable edge melt, common for many small businesses
• Para/soy blends: often deliver stronger hot throw, sometimes at lower cost than coconut blends
• Coconut-soy blends: softer texture, luxurious feel, sometimes stronger cold throw, often pricier

Decide where you want to position your brand. If you aim for a premium, perfume-like candle, a higher-end coconut-soy or custom blend might be worth the cost. If you aim for accessible handmade candles with solid margins, a high-quality soy like 464 could be the better fit.

Fragrance oils and custom blends

Fragrance choice is critical to brand identity. If you plan to sell at a higher price point, consider investing in custom fragrance formulations. Custom blends typically require minimums (15 lb or 25 lb orders) and deliver consistency and uniqueness, but they raise upfront COGS.

When testing scents:

• Test each fragrance by itself and in blends to understand how top/mid/base notes perform when heated.
• Record how scent behavior changes from cold throw to hot throw.
• Consider gender-neutral fragrances if you want broad appeal or aim for a premium line of perfumes paired with candles.

Wicks: choose the line, test the sizes

Select a wick line recommended for your wax, then test multiple sizes. Wick selection is usually: choose the correct line then fine-tune size. Most wick suppliers sell sampler packs—use them. Wicks are inexpensive; buy a variety so you can swap sizes quickly during tests.

Part 3 — Sales channels: decide where to sell and why

One of the most important strategic decisions when you learn how to start a candle business is choosing sales channels. Where you sell shapes your brand’s perception, margins, and growth opportunities.

Direct-to-consumer on Shopify: why it’s essential

Build your Shopify store first. Shopify gives you ownership of the customer relationship, access to email addresses, and full control of messaging and pricing. A Shopify store is a must-have channel for long-term brand building and for scaling paid acquisition efforts.

Benefits of Shopify:

• Control of the customer experience and data
• Flexible pricing, bundling, and promotion setup
• Ability to integrate email, subscriptions, and loyalty
• Cleaner margins compared to marketplace fees

Etsy: pros and cons

Etsy is a discovery platform where customers expect handmade goods and may be price-sensitive. It can be useful for getting a small volume of additional sales without much effort. But if you’re positioning a premium or designer brand, Etsy can contradict perceived exclusivity.

When to use Etsy:

• You want low-effort additional sales and a built-in audience
• You’re testing new SKU variants and want additional reach

When to skip Etsy initially:

• You’re launching a highly curated, premium brand and want to control distribution
• You’re concerned about price perception and want to preserve exclusivity

Wholesale marketplaces (Fair) and direct outreach

Marketplaces like Fair can get your products in front of retailers, but they operate on their own terms and algorithms. We got several large accounts from Fair, including airport retailers, because they discovered our products there and reached out directly. That said, Fair shouldn’t be your only wholesale approach.

Why direct outreach matters:

• You control who carries your products and how they present them
• Large retailers often won’t buy through marketplaces—they require POs and net payment terms
• Outreach is scalable and creates stronger business relationships

Start with a targeted wholesale outreach list of stores that match your brand aesthetic. Personalize your pitch, offer starter kits or terms, and be prepared to discuss net 30 or net 60 payment terms for larger accounts.

How we choose channels for a new premium brand

For our new brand (Without), we’re deliberately selective. We want to control the narrative and present the brand in a curated way. That means:

• Shopify as the primary sales hub
• Selective wholesale outreach to stores that align with brand values
• Possibly testing Etsy later, but not at launch
• Not launching on Fair initially—reserve that for later after brand assets and story are fully in place

Think of premium perfume brands—many are selective about retail partners and require guidelines for stocking and presentation. If you’re aiming for a similar positioning, be selective early.

Part 4 — Cost of Goods (COGS): calculate every input

Pricing is where many candle businesses fail. You must know your cost to make a product down to the penny before setting the retail price. When you learn how to start a candle business, accurate COGS is the foundation for sustainable pricing, wholesale options, and margins that support growth.

What to include in your COGS

COGS is everything that goes into the finished product that you sell. That includes:

• Wax (per candle)
• Fragrance oil (per candle)
• Wick(s) and wick supplies (stickers, sustainer)
• Vessel (glass/jar) and lid (if applicable)
• Label costs (printed labels or screen printing)
• Box or outer packaging (tubes, custom boxes)
• Shipping materials (for DTC orders—mailers, fillers)
• Labor per unit (time to pour, cure, label, pack)
• Overhead allocation per unit (studio rent, utilities—estimate per month and allocate across units)

Be conservative and include every line item. Small omissions compound when scaled.

Examples: how we price different SKUs

To make this practical, here are real example COGS figures from our operations (rounded):

• Small 7–8 oz retail candle (standard Garnet Beacon style): COGS roughly $0.55 to $4.00 depending on labeling, vessel choice, and volume. Typical retail price $22–$26.
• Premium 12 oz custom black matte vessel with screen printing, custom tube box, premium wax and custom fragrance: COGS roughly $9.50–$10.00 at the starting volume. Planned retail price $46–$48.
• Room sprays and perfumes (varied sizes): COGS vary greatly; e.g., a 30 ml perfume might cost ~$2.25 to produce and retails for $32 in-store.

Note: labeling and packaging are often the largest single cost after vessel and wax. If you invest in fully custom labels, be prepared to buy at higher minimums. If a design doesn't sell, wasted labels can be an expensive sunk cost.

Pricing strategy: markup, keystone, and aiming for 5x

Many makers ask, “How much should I sell my candle for?” The correct answer is: price for what your target customer will pay, while preserving margin for growth. Here’s a practical framework:

• Aim for a gross margin of 4x–5x the COGS for retail pricing when possible (I aim for 5x). That leaves room for advertising, discounts, wholesale margins, and hiring.
• If your customer won’t bear a 5x retail price, you must either reduce COGS by redesigning packaging or target a different customer who values and pays higher prices.
• Wholesale typically requires a 50% margin off retail (keystone). That means your wholesale price is roughly 50% of retail; ensure your COGS allows profitability at that wholesale price.

Example math (simple):

• COGS $5.00 → 5x target retail = $25 retail
• Wholesale buyer wants a 50% margin → they buy at $12.50 each → your margin = $12.50 - $5.00 = $7.50 gross per unit

If your COGS are too high and your target customer only buys at low retail prices, your margins won’t support growth or wholesale. That’s why it’s vital to pick the right product-market fit from the start.

Part 5 — Packaging, labeling, and perceived value

Packaging and labeling influence perceived value and can make the difference between customers paying $22 vs $46. If you’re learning how to start a candle business with premium positioning, invest in packaging and photography that reinforce the value.

Label strategies to control costs

Labels are deceptive—small print orders are expensive and can cost you thousands if you order many variants and one scent underperforms. Here are practical approaches:

• Keep brand labels evergreen: use a consistent brand front that applies to multiple scents and add a small sticker or tag with the scent name. This reduces waste and allows flexibility.
• Use an EcoTank or similar refillable printer for low-volume label runs to test designs before committing to large print runs.
• Screen print or spray-fill vessels for high-volume SKUs to avoid expensive labels on each jar—this is what we do for some Garnet Beacon vessels.
• Order labels in batches as you validate scents in market to avoid leftover inventory you can’t use.

Boxes, tubes, and dust covers

Premium packaging like custom tubes or matte boxes increases COGS but also raises perceived value and allows higher retail pricing. Decide early how much packaging you’ll include based on your price target and brand positioning.

Presentation and price alignment

Make sure the product experience matches the price. Don’t price at $46 and present like a $12 candle. If your product feels premium—lux packaging, tight photography, high-quality scent cards—customers will accept higher prices.

Part 6 — Marketing and promotion: how to drive traffic and conversions

Once you have your product and pricing, you need customers. When you learn how to start a candle business, marketing should be tied to channels where your customers spend time. For our new premium brand we expect a strong visual strategy focusing on Instagram, TikTok, Pinterest, and targeted Facebook ads.

Organic content: Instagram and TikTok

Even if you’re not a natural content creator, show up where your customers are. For visually-driven candle brands, Instagram and TikTok are powerful:

• Instagram: curated imagery, story highlights, brand aesthetics, and targeted ads
• TikTok: authentic short-form content that can drive huge traffic spikes if it resonates
• Pinterest: great for evergreen content and discovery; pins can drive steady traffic over time

Our target customer typically browses Instagram heavily and does discovery on Pinterest and TikTok. You must go where they are—even if it’s not your favorite platform.

Paid advertising: Facebook & Instagram ads

Plan to test paid ads once your Shopify store is live and conversion-optimized. Start with small budgets to test creative and audiences. Remember: ads should link to your site, not Etsy (if you’re trying to own the customer). Use retargeting to capture shoppers who visited but didn’t purchase.

Influencers, press, and PR

For a premium launch, influencer seeding and press kits are powerful. Send curated press kits to relevant editors and tastemakers. A thoughtfully packaged PR sample with a clear story increases the odds of earned coverage. We’ll talk more about press strategies and influencer outreach as we prepare the Without launch.

Part 7 — Product expansion: perfumes, sprays, bundles

Adding complementary products like perfumes, room sprays, or diffusers is an effective way to increase average order value and appeal to different customer needs. Our new brand will launch candles plus perfumes in matched scents. Here’s how to think about extensions:

• Match scent families across candles and sprays for product synergy
• Price small fragrance products strategically—sometimes a perfume can outprice the candle because perceived value is different
• Use lower-cost items (like room sprays) in promotions (e.g., buy two candles, get a free room spray) to increase conversions without destroying margins

Example: we sell a 30 ml perfume made by another maker for $32 in store, and it sells extremely well. For our own premium brand, we're planning a 50 ml perfume priced mid-$50s, aligned with the candle price and target customer expectations.

Part 8 — Build your Shopify store for conversions

Your Shopify store needs to convert visits into purchases. When you learn how to start a candle business, product pages and site layout are often overlooked but are revenue-critical. Here are must-haves:

• Clear hero images and lifestyle photography that show scale and use
• Strong product descriptions that sell the experience, not the process
• Prominent shipping and returns information (reduce friction)
• Upsell and bundle widgets to increase AOV
• Email capture with an incentive (e.g., 10% off first order) to build a retargetable audience
• Social proof: reviews and user-generated content

Next week in our weekly roadmap we’ll dive deeper into the Shopify setup and conversion tactics that we use at Garnet Beacon and with our new Without brand.

Part 9 — Operational tips and tools

Running a candle business requires a few key systems and tools to scale efficiently:

• Inventory and COGS tracking: use tools like Inventora or similar to track per-unit COGS and inventory—this prevents surprises when you’re ordering stock.
• Label and packaging checklist: have a supplier spreadsheet and timelines to prevent delays in launches.
• Testing templates and a shared Google Sheet or database to keep test photos and notes organized.
• Printer for in-house labels (e.g., EcoTank) to reduce upfront label risk for small runs.
• Reliable wax melters (we recommend Tuato melters for testing and in-store melt demonstrations).

Part 10 — Real-world pricing examples and decision points

Let’s walk through a couple of decision scenarios you’ll face when you learn how to start a candle business:

Scenario A: Low-cost, high-volume maker

Target customer: budget-minded shoppers, local markets and boutiques.

• COGS target: $2–$5
• Retail price target: $12–$22 (2x–4x markup)
• Channel focus: Etsy, local boutiques, craft markets
• Pros: cheaper COGS allow volume and lower price sensitivity. Cons: harder to scale with paid ads and lower margins for wholesale.

Scenario B: Premium, designer positioning

Target customer: willing to pay for curated, high-quality scent experiences.

• COGS target: $8–$12 (invest in vessels, labels, premium wax)
• Retail price target: $40–$60 (aim for 4x–5x markup)
• Channel focus: Shopify, selective wholesale to design-focused boutiques, PR and influencers
• Pros: higher margins, more room for advertising, easier to wholesale profitably. Cons: higher upfront costs and need for refined presentation.

Your choice determines what suppliers you work with, packaging investments, and which sales channels you prioritize.

Part 11 — Launch plan checklist for your first collection

Use this checklist to move from testing to a launch-ready brand:

1. Complete full testing (3-wick spread per vessel, full burn cycles, photos, and documented results).
2. Finalize wax and fragrance (confirm supplier, MOQ, and lead times).
3. Lock in vessel and label approach (screen-print vs. label vs. sticker).
4. Calculate accurate COGS per SKU, including labor and overhead.
5. Set retail price using your target markup (aim for 4x–5x for growth).
6. Design packaging and photography for product pages.
7. Build Shopify store and set up email capture + flows.
8. Create a launch calendar: organic posts, influencer seeding, PR outreach, and paid ads test window.
9. Prepare wholesale outreach materials and line sheets for select retailers.
10. Order initial inventory with buffer for early demand and replacements.

Part 12 — Common mistakes to avoid when you learn how to start a candle business

Here are the pitfalls we see repeatedly:

• Skipping thorough testing and launching with an unreliable wick/wax combo.
• Underpricing to “beat competitors” without calculating COGS and long-term sustainability.
• Ordering large custom label runs before validating scent-market fit.
• Relying solely on one sales channel—diversify but prioritize owning the customer via Shopify.
• Not documenting test results—then repeating the same mistake across SKUs.

Part 13 — Frequently Asked Questions (FAQ)

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

A: Begin with product clarity: choose a wax and a scent direction, then run methodical tests with the supplier-recommended wick plus one size up and down. Document every burn and take photos. At the same time, start building a Shopify store skeleton so you have a place to sell once testing is complete.

Q: How many test burns are enough?

A: For a 7–8 oz jar expect 10–12 recorded burns across multiple candles (recommended size + one up + one down). Some candles stabilize sooner; others need more data. Full burns to 1/4" from the bottom are essential.

Q: Should I start on Etsy or Shopify?

A: Build Shopify as your owned channel. Use Etsy as an additional discovery channel if you want low-effort additional sales and it doesn’t conflict with your brand positioning. For premium brands, consider delaying Etsy to maintain exclusivity.

Q: How do I calculate labor and overhead into COGS?

A: Track time per unit for pouring, labeling, packing. Multiply by an hourly labor cost. Allocate overhead (rent, utilities) monthly and divide by units produced that month to get a per-unit overhead cost. Include these in your COGS calculation.

Q: What markup should I use for retail and wholesale?

A: Aim for retail pricing around 4x–5x COGS if your target customer bears it. Wholesale buyers typically want a 50% margin, so ensure your COGS allow profitability at roughly 50% of retail.

Q: How do I avoid wasting money on labels?

A: Use evergreen brand labels with removable scent stickers, print small batches for testing using an EcoTank printer, and only commit to large print runs once you validate SKU performance.

Q: When should I invest in custom fragrances?

A: Consider custom fragrances once you have validated your scent profile and demand. Custom blends usually require higher MOQs but provide uniqueness and consistency that helps elevate brand perception.

Q: How much should I spend on packaging for a premium candle brand?

A: Packaging is an investment in perceived value. For a premium launch, budget packaging that matches the retail price point (e.g., matte tubes, screen-printed vessels) even though it raises upfront COGS. Balance packaging costs with your target markup so you still achieve your margin goals.

Part 14 — Tools, templates, and resources

These are the tools we use and recommend when you learn how to start a candle business:

• Inventora (or similar): for cost tracking and inventory management
• EcoTank printer: for small-batch label printing during testing
• Tuato wax melters: reliable melters we use in shops and recommend for demos
• Google Sheets: for test logs and photo links
• Shopify: your primary sales platform

We also provide templates for testing logs, a full supplies checklist, and spreadsheets for COGS calculation. If you want a ready-made checklist, that’s an easy way to avoid missing steps as you scale.

Part 15 — Next steps and a weekly roadmap

If you’re following our step-by-step approach to how to start a candle business, here’s a simple week-by-week plan to move from idea to launch:

1. Week 1: Finalize wax and fragrance direction. Order small trial batches and wick sampler packs. Set up testing templates.
2. Week 2: Start pouring test candles, document all burns, and take photos. Sketch label and packaging concepts.
3. Week 3: Finalize wick size and fragrance load based on aggregated test results. Order vessels and packaging samples.
4. Week 4: Build Shopify store skeleton, write product descriptions, and begin social content planning.
5. Week 5: Finalize initial inventory orders, test shipping packaging, and prepare launch calendar (organic + paid + PR).
6. Week 6: Soft launch to email list or local customer group; collect feedback and be ready to iterate.

Conclusion: start smart and scale intentionally

If you’re serious about how to start a candle business, commit to a repeatable testing process, document every variable, and choose sales channels aligned with your brand positioning. Price for the customer you want to serve, not what others are selling at. Invest in packaging and presentation if you’re going premium, but don’t overcommit to large label runs before you validate demand.

Build your Shopify store early so you own the customer experience and data. Use Etsy and marketplaces strategically—don’t let them define your brand. Finally, price to allow room for growth: aim for 4x–5x markup where possible to make room for marketing, wholesale margins, and hiring.

Learning how to start a candle business is a marathon, not a sprint. Test fast, document everything, and refine based on data. If you want templates, spreadsheets, and step-by-step guidance through this exact process, consider joining our community and courses where we teach this system in depth.

Final checklist: before you launch

• Complete multi-wick tests and 10+ burns for each SKU
• Document every test (photos + Google Sheet)
• Calculate accurate COGS including labels, packaging, labor, and overhead
• Decide sales channels and build Shopify as your primary hub
• Design packaging to match your price point
• Prepare launch content and a small paid ads test
• Plan selective wholesale outreach if you want retail partners

More help and where to find resources

If you want the supplies checklist, testing templates, and a walkthrough of how we calculate COGS, I’ve put together resources you can use. Use them to avoid common pitfalls and accelerate your learning curve as you learn how to start a candle business.

Good luck—start testing, document your results, and build the brand you want. If you keep your process disciplined, you’ll reduce wasted inventory, set prices that support growth, and find the right channels to reach your ideal customers.

"Start with the supplier's recommended wick, test three sizes at once, document every burn, and price your candles for the customer you're targeting—not what others are selling for."