The Growing Popularity of Branded Candles; Understanding the trend
The Growing Popularity of Branded Candles; Understanding the trend

THE GROWING POPULARITY OF BRANDED CANDLES: UNDERSTANDING THE TREND

Branded candles are no longer just a luxury; they’ve become a sensation, transforming ordinary spaces into personalized experiences. As tastes evolve and discerning consumers seek unique connections, there has been a noticeable uptick in the demand for these premium candles.

According to Market Research, the global luxury candle market is expected to reach USD 1.18 billion by 2030, expanding at a CAGR of 10.1% from 2023 to 2030. From renowned brands like Byredo and Fornasetti to fashion-forward stores like H&M and NET-A- PORTER, the candle craze is ushering in a new era of elegance and self-expression.

So, what’s fuelling this candle trend? Read on as Karl Winters delves into the factors behind the growing popularity of branded candles.

HISTORICAL SIGNIFICANCE AND MODERN ADAPTATION

Jo Malone and Diptyque have launched their own branded candle collections
Historical significance is deeply woven into the branded candle market, and nobody embodies this more than Jo Malone. Launching her fragrance company in 1990, she infused original smells into multiple forms. Body lotions, bath oils, perfumes, and, naturally, candles. By 1999, her success caught the eye of Estée Lauder, and the business was purchased for an undisclosed figure. Today, Jo Malone candles, with their distinct aromas and giftable packages, sell online and in department stores, globally.
And the candle’s allure doesn’t stop there. High-street fashion brands like Diptyque and Voluspa are getting in on the act and launching their own ranges. Venturing beyond conventional materials like paraffin wax, these brands are innovating and reshaping our olfactory expectations.
While the visual allure of a candle captures our eyes, its fragrance captures our souls. This sensory connection to something profound is why candles from both iconic perfumers and contemporary fashion brands remain essential fixtures in our spaces.

A FUSION OF ART AND SCIENCE

Technical knowledge and a thorough understanding of fragrance creation are prerequisites to becoming a private perfumer. It also calls for a keen sense of smell, a deep imagination, and the knowledge of how raw materials interact with one another.

Creating branded candles is a fusion of art and science

Crafting branded candles is more than just mixing waxes and scents; it’s a meticulous amalgamation of art and science. Each candle vendor delves deep, tweaking and fine-tuning to not just capture a fragrance but to evoke specific emotions. It’s not merely about the scent; it’s about the ambiance and the memories it can create. The delicate aroma of roses or jasmine might evoke feelings of sensuality, while the calming scent of lavender may transport one to a serene meadow. The invigorating zest of

Crafting branded candles is more than just mixing waxes and scents; it’s a meticulous amalgamation of art and science. Each candle vendor delves deep, tweaking and fine-tuning to not just capture a fragrance but to evoke specific emotions. It’s not merely about the scent; it’s about the ambiance and the memories it can create. The delicate aroma of roses or jasmine might evoke feelings of sensuality, while the calming scent of lavender may transport one to a serene meadow. The invigorating zest of bergamot can spark energy, while the deeper notes of amber and oud often resonate with oriental themes, invoking a sense of opulence and luxury.

bergamot can spark energy, while the deeper notes of amber and oud often resonate with oriental themes, invoking a sense of opulence and luxury.

This personal touch in crafting candles
resonates deeply with consumers,
transforming a simple object into a cherished
part of their lives. Branded candles are not
just an accessory; they’re an experience, an
emotion. Every scent, every note speaks to a
different moment, a special feeling. The
elegance and luxury encased in each candle
are setting a trend, fuelling a demand that connects 

This personal touch in crafting candles resonates deeply with consumers, transforming a simple object into a cherished part of their lives. Branded candles are not just an accessory; they’re an experience, an emotion. Every scent, every note speaks to a different moment, a special feeling. The elegance and luxury encased in each candle are setting a trend, fuelling a demand that connects with our deepest emotions and desires. It’s more than a candle; it’s an emblem of a lifestyle.
Branded candles evoke emotions and create experiences

with our deepest emotions and desires. It’s more than a candle; it’s an emblem of a lifestyle.

MENTAL WELLNESS AND THE ALLURE OF WELL-BEING

Branded candles promote wellness and holistic experiences

People are turning to wellness more than ever, and this shift is influencing their consumer habits. According to a report, the spa industry reached USD 44.6 billion in 2021 and is expected to grow to USD 92.1 billion by 2027. This burgeoning growth in the spa sector underscores a broader trend: that of consumers seeking products and experiences promoting mental and physical well-being. Branded candles, in this context, aren’t just about luxury anymore; they’re about creating a holistic experience.

And the options are vast. With a spectrum of scents available at varying price points, ranging from $10 to several hundred dollars, consumers have the flexibility to tailor their choices to both their budget and mood. Seeking relaxation? Lavender & eucalyptus might be your go-to. In need of an energy boost? Perhaps a zesty orange blossom fragrance. This plethora of choices allows individuals to recreate spa-like luxury, tailored to their preferences, right in the comfort of their homes.

Branded candles are no longer just a luxury; they’ve become a sensation, transforming ordinary spaces into personalized experiences. As tastes evolve and discerning consumers seek unique connections, there has been a noticeable uptick in the demand for these premium candles.

ACCESSIBLE LUXURY: INDULGENCE WITHIN REACH

Luxury brands like Dior have launched their own candles
Another reason branded candles are in demand. They strike the perfect balance between splurging and saving. Here’s the beauty of it:
  • With branded candles, you get to taste luxury without emptying your wallet. It’s not every day you find something as elegant as a Dior candle that doesn’t come with a heart-stopping price tag.
  • Brands are recognizing the demand for individuality, crafting custom-scented candles that allow consumers to align their fragrance choices with their personalities. Even mainstream retailers like H&M are diving into this personalised candle trend.
  • High-end or budget-friendly, branded candles fit every pocket. It’s not about the price; it’s about finding that unique connection with a scent or style that makes you smile.

The branded candle world is inviting, not intimidating. It lets people express who they are, how they feel, and what they love, all through a simple flicker and fragrance.

THE ART-DECO REVIVAL

art decorative candles
The revival of art-deco isn’t confined to interior design; it’s illuminating the world of custom candle scents. Brands are designing fragrances that don’t just please the nose but also fit specific interior styles, recognizing that customers are keen on investing in candles that double up as home decor. Take a premium candle such as Fornasetti. It doesn’t just smell divine; it complements the art-deco theme of a living room, becoming a piece of art in itself. It’s more than a scent; the vessel is a decorative statement… a touch of history elegantly encased in wax.
But that’s just the beginning. Branded candles are breaking free from the usual glass jars, exploring unique designs that range from minimalistic to extravagant. The containers aren’t merely holders; they’re part of the home’s decor, transforming a simple candle into a luxurious accessory. It’s a fusion of art, fragrance, and style, a beautiful dance that turns an ordinary object into something extraordinary.

SUSTAINABLE CHOICES

Technical knowledge and a thorough understanding of fragrance creation are prerequisites to becoming a private perfumer. It also calls for a keen sense of smell, a deep imagination, and the knowledge of how raw materials interact with one another.

Sustainable candle choices

The growing demand for branded scented candles isn’t just about scent or design; it’s also reflecting a deeper shift towards eco- conscious choices. Today’s consumers are paying attention to what goes into their candles, making thoughtful selections that align with a broader commitment to sustainability. Whether it’s soy wax or another eco-friendly alternative, candle vendors are responding, and it’s igniting interest in a whole new way.

The growing demand for branded scented candles isn’t just about scent or design; it’s also reflecting a deeper shift towards eco- conscious choices. Today’s consumers are paying attention to what goes into their candles, making thoughtful selections that align with a broader commitment to sustainability. Whether it’s soy wax or another eco-friendly alternative, candle vendors are responding, and it’s igniting interest in a whole new way.

  • Eco-friendly alternatives shine

    • Brands offering environmentally responsible choices are capturing hearts—and sales. Some candle vendors, like Vosper, continue to prefer paraffin wax, while others promote eco-friendly soy wax.

  • Aesthetics meet ethics

    • Beautiful scents, appealing design, yet there’s more. Consumers now search for brands that mirror their ethical values. The ingredients, the packaging, even the overall ethos—they all matter.

  • Customization with conscience

    • Custom branded candles are now a personal statement. People express themselves, but not at the cost of their principles. From wax to wick, every element aligns with a sustainable lifestyle.

    A GIFT THAT GLOWS

    Branded candles as gift sets
    Gifting custom branded candles is becoming a popular way to say “I care,” reflecting both personal identity and attention to detail. These unique fragrances aren’t just for ambiance; they symbolise a deep connection, making them an ideal choice for personal indulgence or thoughtful home gifts.

    NEW COMPANIES ENTERING THE CANDLE MARKET

    From the sophisticated products of Dior to the luxury interiors of Park Hyatt Hotel, the candle market is ablaze with new entrants. Established names in fashion, hospitality, and beauty aren’t just dipping their toes—they’re diving deep into the world of branded candles. For these giants, success isn’t just about an existing customer base or a sprawling network of retail outlets. Instead, it’s the art of branding, paired with the science of fragrance, that holds the key. It’s more than wax and wick. It’s about capturing the essence of the brand in a scent, turning it into an olfactory signature. Dior and Louis Vuitton have led the charge, pricing their branded candles at a bold $300 and $175, respectively. But watch this space, as other industries too might soon be lighting up their brand stories, one candle at a time.

    final thoughts

    An increasing number of businesses are developing branded candles. From creating a unique connection with consumers and igniting personalized experiences to enhancing branding strategies and offering exclusive luxury, branded candles are transforming how businesses engage with their audience.

    Karl Winters is a leading candle manufacturer that specializes in custom fragrance development and luxury candles. Understanding the importance of fragrance, our expert in-house team can help develop branded candles products that communicate your vision. Whether you want to capture a memory, evoke a specific emotion, or simply add a touch of elegance, our candles offer a sensorial experience that’s unique to your brand.

    We are a leading scent branding firm specialized in custom fragrance development & luxury candles with an exceptional aesthetic.

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