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If you’re an entrepreneur who is eager to burn the midnight oil with a new business venture, we’ve got a potential business idea for you: selling homemade candles.
When it comes to creating a product that’s practical and hot (literally and figuratively), learning how to make candles is a skillset that’s useful even for the hesitant DIYer.
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So, if you’re curious about how to make homemade candles and start a candle business, let’s look at how you can make money online with this trending product.
Homemade candles have become an essential home decor item—an industry expected to reach $5 billion by 2026, according to MarketWatch. In past years, the commercial use of candles has seen a sharp increase, with spa and massage using scented candles for soothing effects, and restaurants creating aromatic environments for customers.
Consumers also buy candles as a focus point for their home decor, as well as for aromatherapy like relaxation and stress reduction, according to the National Candle Association. Taking a quick look on Google Trends shows us that global interest for homemade candles is consistent:
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And while candles may be used for various purposes across the globe, most of the searches for homemade candles are concentrated around North America, the UK, and Australia. This is great intel for candlemakers looking to find a market for their DIY products:
Next, Google Trends demonstrates plenty of interest in specific types of candles—from scented to soy and everything in between. Shoppers’ interest in candles is not only strong, but runs the gamut.
So, when an eager entrepreneur is making decisions about what kind of products to create, this knowledge is a powerful insight to help you build a collection that resonates with potential customers.
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From the standpoint of a DIY business, learning how to make candles is a skill that can be transformed into a viable income stream. But before we tackle the topic of creating homemade candles of your own, let’s take a look at the popular types that are piquing shoppers’ interest.
One of the big advantages when it comes to making candles for your business is the variety—there’s likely a type of candle out there that will catch the eye of any potential customer.
Not sure where to start? Here are some of the top types of homemade candles you can explore when planning your candle business opportunities.
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One of the hottest candle varieties on the market today, soy candles are made from a base of soy wax. This wax is derived from soybeans and, therefore, is made from vegetables (opposed to regular oil- or paraffin-based candles). The soy wax segment is expected to grow at a compound annual growth rate of 8.5% from 2019 to 2025, according to Grand View Research.
Not only are soy candles made from a renewable resource, they also burn cleanly and for longer. That way, customers get more bang for their buck when it comes to getting a longer-lasting candle.
This is one of the most common varieties of candles. Scented or aromatherapy candles offer a spectrum of scents for customers looking to spruce up their homes with pleasant smells.
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Whether they’re meant to mask a normal household stench or simply create a unique scentscape, these candles come in dozens of scents—so there’s a smell that will appeal to almost everyone.
Aromatherapy candles makers market their products as offering specific benefits that correlate to certain scents. Generally, the recipes for these candles use essential oils that are meant to enhance physical or mental well-being. For example, lavender scents are often associated with relaxation.
There’s a growing segment of shoppers that are concerned with the materials businesses use to make their products—particularly any animal ingredients. Basic candles often contain animal byproducts like beeswax, which isn’t desirable for some consumers.
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But here comes vegan candles to the rescue! Vegan candles use modified formulas with ingredients like soy wax, plant-based waxes, fragrance oils, and natural fragrances.
When entering a homeware store, you’ve likely noticed candles that come in many colors, shapes, and sizes. Some candles are made purely for decorative purposes—they aren’t necessarily scented and aren’t made from special ingredients. They simply add a certain something to a space in your home.
Your target market are the people you want to reach with your marketing efforts. These are the buyers who will be most interested in your products and most likely to convert to customers. In the candle industry, target markets are broken down into three categories:
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Decide on which market you’ll go after. Do you want to get into retail stores like Nordstrom or Macy’s? Then mid-market may be the best route. Want to only sell through your own website and other online boutiques? Prestige candles may be your calling.
Choosing your market will help with everything from sourcing materials to building your brand and packaging. Once you have a segment in mind, you’ll want to decide on the types of candles you’ll create.
While doing your research, note what kind of candles customers are buying. Are eco-friendly, vegan candles best suited for your market? Or are potential customers OK with paraffin wax candles, despite their impact on the environment.
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The second step in starting a candle making business is building a brand. A brand helps you build an audience, influences your marketing efforts, and makes it easier to create better products for your customers.
A good brand is crucial for candle businesses in particular. The industry has grown so significantly over the past decade that it can feel impossible to break in.
Fragrance is the most important buying factor for consumers today. Research by the National Candle Association shows that three-fourths of candle buyers say it is “extremely important” or “very important” in their selection of a candle.
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One way to stand out from the competition is with interesting fragrances. Developing a new blend immediately carves a place in the market for you. Rather than offer standard floral and woodsy scents, opt for more complex and sophisticated smells buyers can’t find elsewhere: scents that make people think or remember something or feel a sense of mystery and intrigue.
A brand story is the fastest way to connect with buyers. It’s a narrative that shapes and communicates your brand to people. It’s the foundation on which your mission, message, and voice is built.
Brand stories, especially in the candle business, are captivating, human, and honest. It should make people feel something, which then drives them to take action—whether it’s a signup, purchase, donation, etc.
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Take Keap Candles story for example. The founders, Harry Doull and Stephen Tracy, were unhappy with their jobs in tech. They want to do something more meaningful and inspiring with their work and turned to candle making.
Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.
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Your visual identity (which includes your logo, photography, website, social media, and packaging) is the most direct way to influence how people feel about your candle business.
When it comes to your candle brand, you want to pay close attention to the aesthetic of your products. Customers will use your candles for their scents and a home decor complement, so you want to design products in-line with your audience.
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The brand’s visual identity embraces both masculine and femininity in a simple, straightforward way, empowering people from all walks of life, wherever they find strength. It adds this identity into all its marketing assets, from website to social media, as well as to over 300 retail locations worldwide.
At this point your candle business is shaping up nicely. You’ve probably come up with a few business names along the way, and now’s the time to decide on one.
Be sure to keep your candle business name ideas short and simple. That’ll make it memorable and easy for buyers to pronounce. If your name is too difficult to remember, you’ll miss out on free word-of-mouth marketing.
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If you’re still stuck on a business name, use ’s business name generator to stir up fresh ideas. All you have to do is enter a keyword, click Generate Names, then browse thousands of auto-generated name ideas for your company.
A business planguides your entire operation when creating a candle business. It helps define your strategy, pinpoint challenges, understand what resources you need, and analyze your business ideabefore launch.
Ask yourself: What is the end goal for my brand? Who are my direct competitors? Do I want to be sold in retail outlets like Target or Nordstrom? Or do I want to start an ecommerce storeand sell directly to my customers?
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Business planning is often used to secure funding, but plenty of business owners find writing a plan valuable, even if they never work with an investor. That’s
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