How to Start a Candle Business in 2025: Mindset & Marketing for Lasting Success (Part 3 of 3)

Starting a candle business is an exciting and creative journey, but as many makers quickly discover, candle making itself is only the beginning. The real challenge—and the real opportunity—lies in shifting your mindset from crafting beautiful candles to running a sustainable, thriving business. In this final installment of our three-part series on how to start a candle business in 2025, I’ll share everything we’ve learned about mindset, marketing, and building a business that lasts.

This article dives deep into the mental shifts you need to make, practical marketing strategies that have propelled our growth, and essential tips for avoiding burnout while scaling your candle business. Whether you’re just starting out or looking to grow your existing candle venture, this comprehensive guide will equip you with the mindset and tools to succeed in a competitive marketplace.

Table of Contents

1. From Candle Maker to Business Owner: The Essential Mindset Shift
2. Navigating Trends and Understanding Customer Preferences
3. Overcoming Impostor Syndrome at Every Stage
4. Marketing Tactics That Work: Email, Social Media & Community
5. Strategic Launching of Promotions and Collections
6. Avoiding Burnout: Delegation, Systems, and Time Management
7. Evolving and Expanding Your Candle Business
8. Final Thoughts and Resources

From Candle Maker to Business Owner: The Essential Mindset Shift

Let’s be real: candle making is the easy part. The real work begins when you decide to build a business around your craft. This transition requires a fundamental mental shift from being a hobbyist who loves making candles to a business owner who understands the needs of customers and the realities of the market.

When we started Gardens Beacon Candle Company, one of our biggest challenges was moving beyond making candles that we personally liked and instead focusing on what our customers wanted to buy. This meant shifting away from chasing every new wax or fragrance trend and instead honing in on a specific niche where we could serve consistent customer demand.

Many aspiring candle makers get caught up in the excitement of new trends—whether it’s the latest wax blend, a hot new scent, or a trendy vessel. While it’s okay to stay informed about trends, your business can’t be a slave to every fleeting fad. For example, we saw a surge in popularity for the scent sandalwood because it was a trending note in the perfume world, and it translated well into candles for our customers. Similarly, grapefruit scents became a buzzword that attracted buyers because of their fresh, appealing vibe.

However, not every trendy scent or vessel will resonate with your audience. We learned this firsthand when we introduced a lilac candle and a fresh linen scent—both of which we personally loved but our customers didn’t. We had to cut those from our line quickly. This experience taught us that being a business owner means making decisions based on data and customer feedback, not personal preference.

Key takeaway: Start with a few “non-offensive” scents that appeal broadly—like citrus blends—and build your line from there. Citrus scents tend to be universally liked because they are fresh, clean, and not polarizing. Avoid niche scents like patchouli or heavy florals early on, as they tend to have a love-it-or-hate-it effect.

Similarly, when it comes to vessels, resist the urge to chase the latest glass jar or trendy container. We’ve stuck with classic 10-ounce and 12-ounce straight-sided glass jars for over three years. They’re cost-effective, reliable, and provide a consistent brand look. Changing vessels frequently can confuse customers and complicate your supply chain.

Navigating Trends and Understanding Customer Preferences

Trends can be tempting to follow because they promise quick wins, but they can also pull you in too many directions. Here’s how to navigate them strategically:

• Focus on your niche: Identify the community or customer base you already belong to or understand well. This gives you a built-in advantage in anticipating what they want.
• Test trends carefully: Don’t overhaul your entire product line for every new scent or style. Instead, introduce one or two trend-inspired products alongside your core offerings.
• Use data to guide decisions: Monitor sales and customer feedback to see which scents perform well. Cut products that don’t sell, even if you love them personally.
• Balance classics and trends: Maintain your staple scents that customers trust, while sprinkling in timely releases that capitalize on wider market demand.

For instance, our best-seller has consistently been our Sugar Lemon candle—a bright, citrus scent that appeals to a broad audience. Alongside that, we offer “Hella Sunshine,” a blend of orange agave citrus, which also does well. These scents are approachable and safe bets that keep our business steady.

Overcoming Impostor Syndrome at Every Stage

Impostor syndrome is one of the biggest mental hurdles for candle business owners. It creeps in when you doubt your skills, question your pricing, or feel overwhelmed by the competition. I want to be upfront with you: impostor syndrome never fully goes away—it resurfaces whenever you try something new.

When we first started, we asked ourselves:

• “Can we even make candles that compare to what we see in stores?”
• “Why aren’t our candles turning out right?”
• “How can we possibly compete with big brands selling candles for $8 when our cost is $10?”

These doubts are normal. The key is to recognize impostor syndrome for what it is—a feeling, not a fact—and push through it with knowledge and persistence.

Here are some ways we dealt with impostor syndrome:

1. Master your craft: Spend time understanding candle-making fundamentals, including wax types, fragrance loads, and burn testing. This builds confidence.
2. Stop comparing apples to oranges: Your customer isn’t the bargain shopper at Walmart. Your niche is customers who value quality, craftsmanship, and unique scents.
3. Learn the business side: Impostor syndrome hits hard when you face selling, pricing, and wholesale outreach. Educate yourself on these areas through courses, communities, and mentors.
4. Follow up relentlessly: In wholesale, persistence is everything. We found that at least 70% of our 140+ wholesale accounts came from follow-up emails. Don’t be discouraged by silence or rejection. Keep reaching out.
5. Accept slow days: Retail and online sales fluctuate. There will be days with zero sales. This is normal in business. Don’t let it shake your confidence.

Remember, impostor syndrome is a sign you’re growing and pushing your limits. The solution isn’t to avoid it but to keep moving forward despite it.

Marketing Tactics That Work: Email, Social Media & Community

Marketing is the engine that drives your candle business. Without consistent and strategic marketing, even the best candles won’t sell. Here are the core marketing tactics that have fueled our growth from day one.

Email Marketing: Build and Nurture Your List

Email marketing remains one of the most powerful tools for candle businesses. Here’s why:

• Direct access to your customers: Email puts you in your customer’s inbox, where you can build a relationship and stay top of mind.
• Control over communication: Unlike social media, you own your email list and aren’t at the mercy of algorithm changes.
• Higher conversion rates: Email subscribers are more likely to buy because they’ve already opted in to hear from you.

However, email marketing isn’t just about sending constant sales pitches. It’s about providing value and building trust. For example, if your candles are themed around travel, you might send emails with travel tips, destination highlights, and stories that resonate with that audience. If your brand is astrology-focused, you can share zodiac insights linked to your candle scents.

By mixing valuable content with subtle product promotions, you keep customers engaged and more likely to buy when they’re ready.

Social Media: Engage Your Audience Authentically

Social media is unavoidable in today’s business landscape. People spend hours scrolling through Instagram, TikTok, Facebook, and more. As a candle business owner, social media is your chance to showcase your brand personality, tell your story, and connect with potential buyers.

But here’s the good news: you don’t need a massive following to succeed. After three years, we have less than 3,000 followers but still generate meaningful traffic and sales from our social channels.

To make social media work without burning out, follow these tips:

• Break up your content: Don’t just post product photos. Share tips, behind-the-scenes looks, customer stories, and educational content.
• Repurpose content: Use social media captions as a base for longer emails or blog posts to maximize your efforts.
• Batch content creation: Dedicate a few hours to create and schedule posts for weeks or months ahead. This saves daily stress.
• Engage authentically: Respond to comments, ask questions, and build relationships rather than just broadcasting sales messages.

Community-Based Marketing: Build Local Support

Local community engagement is a goldmine for candle businesses. People love supporting local makers, and getting your brand involved in community events creates powerful word-of-mouth marketing.

Some strategies we use include:

• Sponsoring local sports teams or events: Your logo on uniforms or signage builds brand recognition.
• Donating products to fundraisers and nonprofits: Make donations on behalf of your business, not just personally, to get tax benefits and brand exposure.
• Wearing branded apparel: When you’re out and about, your candle company’s name can spark conversations.
• Reaching out to local media: Pitch stories to news stations or newspapers about your unique candles or seasonal collections. Our Tulip Time candle story got us a news segment that drove massive sales and wholesale interest.

Community marketing builds trust and creates loyal customers who will rave about your candles to friends and family.

Strategic Launching of Promotions and Collections

Timing is everything when launching new candle collections or promotions. You want to be ahead of your customers’ needs and the buying seasons to maximize sales and wholesale orders.

Here’s how we plan our launches:

• Think like a retailer: Wholesale buyers plan their seasonal inventory months in advance. For fall candles, expect orders to come in by July, and for winter collections, by mid-October.
• Plan early: Don’t wait until December to launch your holiday candles. Retailers and customers want to see those products well before the season starts.
• Use a business planner: Map out your product launch calendar and promotional schedule. We have a detailed 207-page planner that includes launch strategies and SWOT analysis templates to keep us on track.

Launching strategically ensures you’re ready when customers are ready to buy, avoiding missed opportunities.

Avoiding Burnout: Delegation, Systems, and Time Management

Running a candle business can be overwhelming. You’re juggling product creation, marketing, sales, customer service, bookkeeping, and more. Without careful management, burnout is inevitable.

Here are some key strategies we use to protect our mental health and keep the business running smoothly:

Prioritize and Minimize

When burnout signs appear—feeling overwhelmed, exhausted, or frustrated—it’s time to step back and prioritize. Not every task is urgent or important. Focus on the activities that drive sales and growth, and put less critical projects on the back burner.

For example, I know I need to update our website layout, but during busy seasons, that task takes a back seat so I don’t burn out.

Delegate and Swap Skills

As a business grows, delegation becomes essential. I used to think, “If it takes me 30 minutes to explain a task, I might as well do it myself in 20.” But that mindset leads to hours of repetitive work.

Look for opportunities to trade skills with others. For instance:

• Trade candles for photography services to get professional product photos.
• Exchange products with a bookkeeper who can help manage your finances.
• Ask family or friends to assist with packaging or social media.

Even if you’re a solo entrepreneur, this helps lighten your load and brings fresh expertise into your business.

Build Systems and SOPs

Systems are the backbone of a scalable business. We’ve created Standard Operating Procedures (SOPs) for every major task—from candle pouring to wholesale order fulfillment to social media posting. These manuals allow new team members to get up to speed quickly and ensure consistency.

SOPs also free me up to focus on higher-level work instead of micromanaging every detail.

Use Time Blocking and Batching

To manage social media and other repetitive tasks, batching is a lifesaver. For example, we spend an evening creating 90 days’ worth of social media posts and schedule them all at once. This prevents daily overwhelm and keeps our marketing consistent.

Evolving and Expanding Your Candle Business

As your business grows, you may want to explore different avenues beyond your initial product line. We’ve expanded from Gardens Beacon Candle Company into other brands like Pet Palace Candles, which focuses on pet odor-eliminating candles. This helps us target new markets without overwhelming potential wholesale buyers with too many products.

Growth also means clarifying your priorities. After opening three retail stores and developing a strong wholesale network, we’ve chosen to focus on wholesale growth and consulting rather than opening more stores. We enjoy the creative side of candle making and want to keep the business manageable.

Helping other candle makers succeed is a passion of ours, so we created Candle Business Pro—a community and resource hub to support makers on their journey. Watching members land their 10th, 20th, or even massive wholesale accounts is incredibly rewarding.

Final Thoughts and Resources

Starting and growing a candle business in 2025 requires more than just great wax and fragrance combinations. Your mindset and marketing strategies are just as important as your product quality.

Here’s a quick recap of the most important lessons:

• Shift your mindset from maker to business owner and focus on customer needs, not just your personal preferences.
• Don’t chase every trend; build a core lineup of “non-offensive” scents like citrus that consistently sell.
• Expect impostor syndrome and push through it with knowledge and persistence.
• Use email marketing and social media to build relationships and stay top of mind.
• Engage with your local community for authentic word-of-mouth marketing.
• Plan your product launches strategically to align with customer buying cycles.
• Prevent burnout by prioritizing, delegating, building systems, and batching tasks.
• Plan your business growth with clarity, whether that means expanding product lines or focusing on wholesale.

If you’re serious about growing your candle business, keep learning, refining, and believing in your vision. You don’t have to do it alone—we’re here to support you every step of the way.

Check out our free resources, including a candle making supplies checklist and Wholesale 101 guide. Join our community and explore our courses to accelerate your success.

We invite you to connect with us on Instagram at @KandleBusinessPro. Send us a message about the obstacles you’re facing and let’s see how we can help you overcome them.

Thank you for reading and best of luck on your candle business journey!

— Sabastian Garznet, Candle Business PRO

Continue Your Learning Journey

Part 1: How to Start a Candle Business in 2025 Part 1: Finding Your Why & Getting Started

Part 2: How to Start a Candle Business in 2025 Part 2: Sales Channels & Moving Your Products

Watch this full series on YouTube - Candle Business PRO