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Candle Business For Beginners
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Candle Making 101
If you are an entrepreneur who wants to burn the midnight oil with a new venture, we have a potential business idea for you: sell homemade candles.
When it comes to creating a product that’s practical and warm (literally and figuratively), learning how to make candles is a skill that comes in handy even for the reluctant DIYer.
So, if you are curious about how to make homemade candles and start a candle business, let’s see how you can make money online with this trendy product.
Struggling to increase sales? Learn how to go from day one to first sale in this free training course.
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According to MarketWatch, homemade candles have become an essential home decor item—an industry expected to reach $5 billion by 2026. In recent years, the commercial use of candles has seen a sharp rise, with spas and massages using candles scents for calming effects, and restaurants that create aromatic environments for their customers.
Consumers also purchase candles as a focal point for home decor, as well as for aromatherapy such as relaxation and stress reduction, according to the National Candle Association. A quick look at Google Trends shows us that the global interest in homemade candles is consistent:
And although candles can be used for various purposes all over the world, most of the searches for homemade candles are concentrated around North America, the UK and Australia. This is great information for candlemakers looking to find a market for their DIY products:
Then again, Google Trends demonstrates a lot of interest in specific types of candles—from scents to soy and everything in between. Buyers’ interest in light is not only strong, but runs the gamut.
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So when an entrepreneur wants to make 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.
In addition to the popularity of this hot product, candles offer business owners a number of other benefits, including:
From a DIY business standpoint, learning how to make candles is a skill that can turn into a solid income stream. But before we tackle the topic of creating your own homemade candles, let’s look at the popular types that are of interest to buyers.
One of the great advantages of making candles for your business is variety – chances are there will be one type of candle that will catch the eye of all major customers.
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Not sure where to start? Here are some of the top types of homemade candles you can explore when planning your candle business opportunities.
One of the hottest varieties of candles on the market today, soy candles are made from a soy wax base. The wax is derived from soybeans and, therefore, is made from vegetables (against regular oil- or paraffin-based candles). According to Grand View Research, the soy wax segment will grow at a compound annual growth rate of 8.5% between 2019 and 2025.
Not only are soy candles made from a renewable resource, they also burn clean and last longer. So customers get more bang for their buck when it comes to a long-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 beautiful scents.
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Whether they want to mask a normal smell in the house or simply create a unique scent, the candles come in dozens of scents – so there is a scent that will appeal to just about everyone.
Aromatherapy candle manufacturers market their products as offering specific benefits related to certain scents. In general, the recipes for candles use essential oils that are meant to improve physical or mental well-being. For example, the smell of lavender is often associated with relaxation.
There is a growing segment of buyers who are concerned about the materials that businesses use to make their products – particularly no animal ingredients. Essential candles often contain animal products such as beeswax, which are undesirable for some consumers.
But here comes the vegan light to the rescue! Vegan candles use modified formulas and ingredients such as soy wax, plant-based waxes, fragrance oils and natural fragrances.
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When you walk into a homeware store, you’ve probably noticed candles that come in many colors, shapes, and sizes. Some candles are made purely for decorative purposes – they are not necessarily scented and are not made with special ingredients. They simply add a certain something to a room in your home.
Your target market is the person 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 into customers. In the light industry, the target market is divided into three categories:
Decide which market you will go next. Do you want to get into retail stores like Nordstrom or Macy’s? Then middle market may be the best way. Want to sell only through your own website and other online shops? Prestige Light could be your calling.
Choosing your brand 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 what type of candle you’re going to make.
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As you do your research, keep in mind what kind of lights customers buy. Are eco-friendly, vegan candles the best fit for your market? Or are potential customers okay with paraffin wax candles, despite their environmental impact.
The second step in starting a whale making business is building a brand. A brand helps you build an audience, influence your marketing efforts and make it easier to create better products for your customers.
A good brand is important for light business in particular. The industry has grown so significantly in the past decade that it can feel impossible to break into.
Fragrance is the most important purchasing factor for consumers today. Research by the National Candle Association shows that three quarters of candle buyers say it is “very important” or “very important” in their selection of a candle.
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One of the ways to stand out from the competition is with interesting fragrances. Develop a new mix immediately make a space in the market for you. Instead of offering standard floral and woody scents, opt for more complex and sophisticated scents buyers can’t find anywhere else: scents that make people think you remember something you feel a sense of mystery and intrigue.
A brand story is the fastest way to connect with buyers. It is a story that shapes and communicates your brand to people. This is the foundation upon which your mission, message and voice will be built.
Brand stories, especially in the light business, are fascinating, human and honest. It should make people feel something, which then drives them to take action – whether it is a registration, purchase, donation, etc.
Take the story of Cape Candles for example. The founders, Harry Doull and Stephen Tracy, were happy with their work in technology. They want to do something more meaningful and inspiring with their work and go to make light.
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Use this handy exercise as a guide to help you create a compelling brand story and build a loyal audience through the power of storytelling.
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Your visual identity (including your logo, photography, website, social media and packaging) is the most direct way to influence how people feel about your lighting business.
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When it comes to your lighting brand, you want to pay attention to the aesthetics of your products. Customers will use your candles for scents and a complement to your home decor, so you want to design products in line with your audience.
For example, Boy Smells brand is all about elevating your intimate world. They are bright, sensual and accessible to all genders.
The brand’s visual identity embraces both masculinity and femininity in a simple, straightforward way, giving people from all walks of life, wherever they find strength. It adds this identity to all its marketing assets, from website to social media, as well as to more than 300 retail locations worldwide.
Once you interact with the scent boy, chances are you won’t forget it. This is the power of strong visual identity.
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At this point your light business is very good. You’ve probably come up with a few business names along the way, and now is the time to decide on one.
Be sure to keep your business name idea light, short and simple. This will make it memorable and easy for buyers to pronounce. If your name is too hard to remember, you’re missing out on free word-of-mouth marketing.
If you’re still stuck on a business name, use the business name generator to spark new ideas. All you have to do is enter
