Handmade candles have become an essential home decoration, with the industry expected to be worth $5 billion by 2026, according to MarketWatch. The commercial use of candles has increased dramatically over the past few years, with scented candles used in the spa and massage industries for their soothing effect and in restaurants to create a fragrant environment for customers. While candles may be used for a variety of purposes around the world, most of the market potential for handmade candles is concentrated in North America, the UK and Australia. Interest in candles of all kinds, from scented candles to soy candles, and everything in between. Consumer interest in candles is not only strong, but widespread. Aroma is the most important buying factor for today’s consumers. According to the American Candle Association survey, three-quarters of candle buyers say their choice of candle is “extremely important” or “very important.”

One way to stand out from the competition is to use interesting aromas. Developing a new fragrance blend will instantly give you a place in the market. Rather than offering standard floral or woody scents, opt for more complex, elevated scents that buyers won’t find anywhere else: scents that conjure or remember something, or feel mysterious and seductive. Brand stories are the fastest way to connect with buyers. This narrative shapes and communicates your brand to people. This is the foundation upon which your mission, message and voice are built.

Brand stories, especially in the candle industry, are fascinating, human and honest. It should make people feel something and then drive them to take action, whether it’s signing up, buying, donating, etc. Your visual identity (including your logo, photos, website, social media, and packaging) is the most direct way to influence how people feel about your candle business.

When it comes to candle branding, you need to pay close attention to the aesthetics of the product. Customers will use your candles as a complement to their scent and home décor, so you need to design products that fit your audience.