How to launch your own successful candle business
candle making
how to start a business

How to launch your own successful candle business

In these increasingly difficult times with inflation still rising and energy bills on the up, what better way to generate some extra income than by starting a small business? Making wax products such as candles and melts could be a great way to do that. Even inexperienced DIYers can learn how to make homemade candles, so this is an achievable ambition. If this sounds like something you'd like to do, here are some tips on how you can use this trending product to make money online.

Candle making has become a hugely profitable business, with the global industry revenue estimated to reach £5 billion by 2026. While candles have been used for centuries in religious and cultural ceremonies, rising interest in aromatherapy and home decor has increased their popularity as commercial products. People use candles for focusing and relaxation, as well as for creating aromatic environments in restaurants and spas.

Google Trends shows that global interest in homemade candle-making continues to rise steadily; the UK as well as North America and Australia lead this trend.

Creating candles at home can be a great entry-level business idea due to the relatively low start-up cost. Handmade candles make for easy transportation when selling at markets or craft fairs, and they can also be sold both online and offline.

Even the DIY novice can learn how to create basic candles with easy formulas, while more advanced crafters can personalise their products and stand out amongst other candle makers. When starting, it's important to know the types of homemade candles that you can make. Thankfully, there's something out there for everyone.



Soy candles are becoming increasingly popular due to their vegetable-based wax. They differ from traditional paraffin or oil-based candles and offer a newer, more sustainable option for consumers. According to Grand View Research, the soy wax segment is expected to grow at a compound annual growth rate of 8.5% from 2023 to 2030. These eco-friendly candles provide a unique product for consumers as demand continues to rise.

Soy candles are a great choice for environmentally conscious customers; not only are they made from a renewable resource, but they provide impressive performance. Soy candles burn cleanly and last longer than other types of candles - allowing customers to get more value for their money.

Aromatherapy candles are a popular form of candle that serve as both an aesthetic and olfactory enhancement to a space. They come in many different scents: from floral bouquets and herbal aromas to sweet treats and other comforting smells. Offering a large range of options for customers looking for something special for their homes, aromatherapy candles provide a unique sensory experience.

Aromatherapy candles are becoming increasingly popular and the growing demand for them has sparked an industry dedicated to recipes that leverage essential oils to promote physical or psychological well-being.



Lavender, for instance, is commonly used to induce relaxation. In addition to this, buyers today are also more conscious of the materials used in production. Therefore, there has been an increase in demand for vegan candles.

Beautiful, decorative candles can be the perfect addition to your home. While these candles don't have any fragrance or special ingredients, they make a unique accent piece in any room. However, if you're looking for something with both style and substance, vegan candles are an excellent choice.



Vegan candles offer an alternative to traditional wax products. They're formulated with natural contents like soy wax, plant-based waxes, essential oils, and botanical fragrances.

Decorative candles often come in complicated shapes, feature accessories, and employ complicated designs.


How to start a candle business

  • Do market research
  • Build your brand
  • Create a candle business name
  • Write a business plan
  • Make candles to sell
  • Build your online store
  • Create a marketing plan
  • Do market research

The candle industry serves a range of customers with its diverse collection. Luxury candles are designed for high-end buyers, supplied in premium containers and featuring exotic fragrances, these range from £30 to £80, with some going as high as £185 for designer perfumed candles. For shoppers looking for something unique but at an affordable rate, mid-market options provide quality scents starting at £10 per candle. And lastly, mass-market candles offer basic impressions like vanilla or ocean breeze within a tight budget of around £5-£8 apiece. The choice is yours!

Selecting your market is an essential step if you're looking to start a candle business. Do you want to approach large retailers? If so, mid-market may be the ideal path for you. On the other hand, you may opt for selling exclusively through your website and online boutiques; in that case, prestige candles could be the best option.

No matter which market segment you go after, it will impact things like sourcing materials and creating a brand image, to designing packaging. As part of researching this decision, it's important to determine what kind of candles customers are most likely to buy.

Clearly understanding what type of product resonates with potential customers will define your brand strategy moving forward.

Build your brand 

Creating an outstanding brand is a key step for candle makers wanting to be successful. Crafting your own unique fragrance blend can help you stand out from the competition and attract dedicated customers. According to the National Candle Association, most buyers deem fragrance to be of top priority when choosing their product of choice; three-quarters say it's "extremely important" or "very important." Developing a special blend provides a sense of mystery and intrigue that shoppers won't find anywhere else - one that evokes emotions and memories. Investing time in creating your signature scent will pay off, helping you build an audience and land better marketing efforts.

Brand story

By building a narrative around your mission, message and voice, you can draw buyers in and inspire them to take action in purchasing your product or service. To find your story, ask yourself: Why am I making candles? Who am I making candles for? What impact do I want to have on them? What impact do I want to make on the world?

Visual identity

Your visual identity is a critical asset in setting the tone of your candle business. This includes everything from your logo and photography to your website and packaging. Customers make an emotional connection to their candles – they are seeking scents, home decor, etc. As such, you want to pay particular attention to the design aesthetic of your products to reach your target audience.

Create a candle business name

Choosing the right name for your candle business is a crucial step. Your business name should be brief and easily recognisable, as it will help with word-of-mouth marketing. Aim to create a name that's memorable but straightforward. The easier it is to pronounce, the more likely customers are to choose and recommend your brand.

We chose the name LiveMoor for our business because we are based in Devon right next to Dartmoor and we thought it represented the products we sold and was memorable!

If you’re still stuck on a business name, use an online business name generator to stir up fresh ideas. All you have to do is enter a keyword, click Generate Names, and then browse thousands of auto-generated name ideas for your company.

Write a business plan

Having a clear-cut business plan is key to any successful candle business. It helps you understand what resources you'll need, identify potential challenges, and analyse your business concept before launch; all while keeping your end goals in mind. As you build out your brand, make sure that you have the answers to such questions as: What is my ultimate goal for this venture? Who are my direct competitors? Do I want my product available in retail stores? Or am I looking to set up an e-commerce store and sell directly to customers? Keep these crucial points in consideration as you forge ahead with establishing your candle-making brand.


Gather your materials

Once you have your brand idea constructed and you know what you want to sell, you need to source your products from a reliable source. And that's where we come in! LiveMoor work with thousands of businesses, providing a reliable, cost-effective solution to the problem of where to buy your candle supplies. We have one of the largest ranges of wax and candle products online and with our fast and free delivery service we are trusted by our customers and will work with you as you grow. Want more info on how to make your first candle? Check out our other articles below:

How to make your first candle

Build your online store

For those candle sellers ready to take their business to the next level, having a branded online store is the way to go. While big marketplaces, like Amazon, can be tempting at first, they can quickly eat into your profits, not to mention stifle any real expression of your brand. An online store comes with its challenges such as needing web servers and SSL certifications, but it's far more profitable in the long run. We use Shopify to run our LiveMoor site and we find it easy to use and very scalable.


Create a marketing plan

Are you ready to market and sell your handcrafted soy candles? With the right steps and strategies, you can unlock the potential of your homemade creations. Online Online selling is a popular choice amongst business-to-consumer retailers, and candles are no exception. With global accessibility through social media and online ecommerce businesses, there's potential to reach a wide audience. Furthermore, digital platforms offer entrepreneurs an efficient way to sell their candles with minimal overhead costs. For any aspiring merchant looking for new ways to engage customers online, several digital media platforms can help get you started.

Here is a list of the most popular options: -

  • Social Media Platforms 
  • Ecommerce websites 
  • Email Marketing 
  • Podcasting 
  • Content Writing & Video Production

With so many tactics available to build your business online, there's sure to be something on this list that's right for you.


Instagram is a great resource for lifestyle brands, providing an opportunity to curate a beautiful feed of images related to your brand. With the right strategy, you can showcase photos of your candles and gain a larger audience. Additionally, you can use Instagram to promote brand evangelism by giving customers an inside look into the production process behind your candles.


Pinterest is one of the major sources for home decor products and brands, making it an invaluable platform for homemade candle merchants. As such, it would be prudent to include Pinterest in your year-round digital marketing strategy.


Snapchat is an excellent platform for maker merchants looking to expand their reach. At present, the app has over 200 million users, making it one of the fastest-growing social media platforms. Consequently, DIY hustlers have ample opportunity for marketing and increased visibility. If you're considering using Snapchat as part of your digital strategy, now is a great time to begin exploring its potential!

Giveaways and contests

As a part of your social/content marketing strategy, consider running contests and giveaways where you can provide some of your merchandise as prizes. Not only do these kinds of campaigns help boost your brand's reach and accumulate more followers, but they also allow you to show off the positive features of your products.

Email Marketing

Stay connected with your customers via email by sending them up-to-date information about your brand, special promotions and discounts, along with other news. Reach out directly to their inboxes now. Offline Selling goods online is a great way for merchants to reach potential customers, but don't discount the advantages of in-person sales. Homemade candles are particularly suitable for setting up booths and pop-up shops—they're small, easy to transport, and they provide some personal touch with potential buyers. If you still need convincing, there are plenty of other benefits: experiencing immediate customer feedback, building stronger relationships between your business and its customers, generating more organic promotion through word-of-mouth, and far more.

Getting direct feedback

Gathering in-person feedback from your customers is an effective way to improve existing products, figure out what new products to develop, and get an understanding of their pain points. If you're looking for more insight into these areas, meeting with your target customers personally can be incredibly valuable - it's an opportunity not to be missed.

Discover wholesale opportunities

If you're looking to expand your business, markets and fairs are an ideal way to reach out to potential wholesale buyers and lay the groundwork for a successful B2B relationship. Visiting these events is a great way to network and get yourself out there! Build your online following and email subscribers. Pop-up shops and markets are an excellent way to build your online presence. As customers come to your booth or shop, invite them to join your email list or follow your social channels for new products, updates, discounts, and more. This is a great way to increase engagement with your brand and grow both social followers and email subscribers.

Networking and inspiration

Attending festivals, markets, and fairs offers many opportunities to connect with like-minded people. With a bit of networking, you can create meaningful relationships with fellow makers and entrepreneurs, unlocking a range of possibilities. Talk to each other and share ideas - maybe the answers to your business problems are right around the corner. Create more selling opportunities Building loyalty with existing customers is a critical factor in developing an enduring and profitable business. Differentiating your offering for existing customers can create synergy through cross-selling and upselling opportunities, thereby driving more revenue from these customers. It's essential to continually evaluate these strategies to ensure that they are effective and beneficial for your business.

Expand your product line

If you're looking to grow your business, one of the best ways to do it is by expanding your product line. Adding new products can help you reach new markets and customers, which can ultimately lead to more sales and revenue. Push holiday sales The National Candle Association reports that 35% of candle sales occur during the Christmas holiday season, with 76% of buyers considering it an appropriate gift. To ensure you capitalise on this important revenue stream, create special promotions and campaigns specifically tailored to potential customers in this key period. Set yourself above the competition and make sure you get your slice of the holiday market!

Stay on top of consumer trends

Stay up to date with what’s going on in your niche. Use resources like Facebook IQ, Think with Google, and Nielsen to understand customer pain points and track breakout trends. You can use this insight to come up with new product ideas, fragrances, and marketing campaigns to promote your brand.

Start your candle making business today!

Congratulations on having reached this point, meaning you can now kickstart your own homemade candle venture. With all of the instructions and information above to guide your candle-making endeavors, you're well-equipped to launch a source of income generation with those DIY skills of yours.

Have an opinion on candle-making for total beginners? Please let us know in the comments section below. Need any help or have any questions? Give us a call on 01752 695220 or email us