5 Secrets to Make Money with Candle Making in 2025

by Jai Catalano | Nov 9, 2024

5 Secrets to Make Money with Candle Making in 2025

Picture this: You’ve just poured your first candle. The scent is perfect, the wax is smooth… You’re happier than a puppy greeting its owner at the door.
But here’s the catch—how do you actually sell these candles if nobody is buying?
What do successful candle makers know that you don’t?
Today, I’m going to share several proven strategies that will help you turn your candle-making passion into a profitable business right from day one.
These aren’t your typical “post on social media” tips either—these are battle-tested methods that some of my students are already using to sell their candles like hotcakes.

Create a Candle Brand, Not Just a Business

Making candles is easy.
Seriously. It’s super easy.
But making great candles? That’s a whole different ball game.

Here’s the thing: Not every candle maker is aiming for greatness. Many jump in because they think it’s an easy way to start a business.
But have you noticed how many candles out there are boring, dull, and seem to copy everything else?
Here’s the problem: those candles are just a product, not a brand.
There’s a huge difference.
Think of it like this: A business is transactional. It focuses only on making and selling candles. But a brand? A brand is an experience.
It’s about creating a connection, telling a story, and offering something that resonates deeply with your customers.
It’s about building a community, making your customers feel something. They don’t just buy a candle; they buy into your story.

If you want people to invest in your candles, make them feel something. Create a story they want to be part of.

Design Candles People Care About or Talk About

Now that you’re starting to grasp the importance of branding, designing your candles should be a lot clearer.
Why? Because your brand will guide you. If your brand is luxury, your design should match that. A whimsical design won’t cut it for a high-end brand.
Let’s be real: You don’t need to reinvent the wheel, but you do need to design with intentionality, specificity, and simplicity.

Let me show you 3 examples of candles I’ve created using this approach:

Baseball Candle: This one’s for a friend with a sports business. It’s a simple baseball design, but inside is a candle that smells like the outdoors—grass, sandalwood, and leather. It’s designed to connect with the feeling of being on a baseball field.
Christmas Candle: For a more upscale, wintery look. No cartoonish designs here. Just a refined Christmas scent that fits perfectly with winter home decor.
Frankenstein Candle: A Halloween theme, complete with bolts and all. It’s niche, but it’s full of personality. The scent? Pumpkin spice, cedarwood, and smoky vanilla—perfect for a cozy Halloween night.

Each of these candles was crafted with purpose, and they stand out because they offer something people care about. They connect with people’s experiences.

Leverage the Power of Free

If you want to make money in the candle business, you need to leverage the power of free.
Wait, what? Free?
Yes, free.

Not discounts—free. Giving something away for free builds goodwill and increases your brand value.
Let me share a story from my photography days:
A friend asked me to take maternity photos for her coworker. I wasn’t a maternity photographer, but I took the gig for free. The woman I photographed happened to be the head of HR at a Fortune 500 company. Six months later, that free session turned into over 10 years of business, making me tens of thousands of dollars.
That’s the power of free.

How can you apply this to candles?
Simple. Offer your candles for free—but to the right people.
Don’t just give them away to everyone. Focus on people who will help elevate your business. For example, give free candles to store owners, influencers, or anyone in a position to help spread the word.
This isn’t about giving discounts; it’s about making a lasting impression.

Engage Influencers or Early Adopters for Reviews

If you want your candles to be seen, you have to work for it.

Here’s the problem: Most people do what everyone else does—build a website, optimize for SEO, maybe run a few ads. But everyone is doing that. The online space is crowded with brands following the same formula, so it’s easy to get lost in the noise.

So, why not be different?

If you want your candles to stand out, try sending them to influencers, social media stars, or even local magazines. Yes, for free. Give them a chance to experience your candles and spread the word. When you send out a thoughtful, personalized package, you’re not just sending a product—you’re building a relationship.

Influencers often appreciate the gesture and will remember your brand, even without compensation. It’s about building goodwill and trust with people who genuinely connect with what you offer. Over time, this can lead to organic mentions and brand loyalty. Plus, it creates buzz in a way that paid ads just can’t match.

But here’s the catch: Don’t just send your candles to random influencers. Be strategic. Do your research. Identify influencers whose audience matches your target market and who genuinely align with your brand. Look for people who will truly appreciate your product and represent your candles in an authentic way.

It’s about quality over quantity—building relationships with the right people can lead to long-term success. And remember, this isn’t about hoping they post for free. It’s about starting conversations and creating memorable experiences that set you apart from everyone else chasing the same formula.

Stand Out by Offering Something Unique

Finally, to really stand out in the candle market, offer something that nobody else does.

In a saturated industry, it’s easy to get lost in the crowd. But what if you could create a product that’s instantly recognizable and hard to replicate? Something that makes people say, “I need that!”

This could mean creating a signature scent—something truly special that only your candles have. Think about a scent that evokes emotion or tells a story, something that can transport people to another place or time. Maybe it’s a comforting blend of lavender and vanilla that reminds people of their grandmother’s house, or a fresh ocean breeze scent that takes them straight to the beach. A signature scent is more than just a fragrance; it’s an experience people will seek out.

Packaging is another powerful tool to make your candles feel like an experience. People love feeling like they’re opening something unique, so why not design packaging that’s beautiful, functional, and memorable? Whether it’s a sleek, modern box or a vintage-inspired label, your packaging can tell a story and elevate the whole experience of using your candle. Consider incorporating eco-friendly materials, custom wax seals, or even a handwritten note to make your candles feel like a personal gift.

If you really want to stir excitement, offer a limited-edition line or seasonal collections that create a sense of urgency and exclusivity. Limited releases spark anticipation, making people feel like they’re part of something special. Announce a new scent or design with a countdown on your website or social media, and let your audience know it’s only available for a limited time. People love to feel like they’ve gotten their hands on something rare or hard to find.

Being unique is your ticket to success. In a market full of similar products, your candles need to offer something that people can’t get anywhere else. It’s not just about standing out; it’s about creating a product and experience that people can’t wait to share and come back to. When you give customers something they can’t find in every store or from every brand, you’ll become their go-to choice—and they’ll keep coming back for more.

To view the full video on 5 Secrets to Make Money with Candle Making in 2025 click here.

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Jai Catalano

Content Creator

I can change anything but 3 things:

My 2 kids, my 1 wife, and my 0 rights.

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5 Secrets to Make Money with Candle Making in 2025