Come fare candele da vendere

While we may not need candles the way we used to, they’ve become a popular piece of home and business decor. Worldwide candle sales are projected to reach nearly 12 billion dollars in 2025. 

Candles are also personal and unique in material and scent. That makes them a perfect product to tailor to niche buying audiences. Making candles is an opportunity to add your creative stamp and turn a project into a business by selling online or at markets and fairs.

This guide will help you understand what types of candles you can sell, the steps to making the most out of your candle selling business, and important tips to keep in mind before starting. 

Tipi di candele da vendere

Candles are made using a variety of different materials and scents. This variety is beneficial for anyone thinking of making candles to sell. You can mix and match to develop a unique set of scents and wax types based on the style and shape of your candles, intended use, and materials costs. Here are a few of the most popular types of candles to choose from.

Scented or aromatherapy candles 

Scented candles are one of the most popular types of candles, often used to make a space smell a certain way. Some of the leading scents worldwide are vanilla, rose, citrus, and lavender. Candles made with any type of wax can be scented or unscented, but the type of wax can impact a scent’s strength.

Candles with scents are also used for aromatherapy. For example, lavender is a calming scent that’s often used to aid in relaxation. Citrus is used to freshen up an environment or promote an uplifting mood. 

Candele di soia

Soy candles are made from soybeans, which is an eco-friendly alternative to other candle types. They have a slower burn time so they last a little bit longer than other candle types. A couple things to watch out for with soy candles: They don’t hold fragrances as well and they can be a bit erratic with temperature, leading to uneven wax melting. 

Beeswax

Beeswax candles are one of the oldest candle types. Beeswax is formed during the honey-making process and it’s entirely natural. If you’re looking for a vegan option, beeswax wouldn’t be for you. They have a slightly sweet, honeyed smell, which can impact any added scents, and are generally a more consistent wax option. 

Paraffin

Many candles use paraffin wax. It’s an inexpensive, oil-based option that can both hold a fragrance and color well. If you’re looking to make decorative, artistic candles in a variety of colors, paraffin is a good wax type for you. Paraffin candles have flexible melt points that make them compatible with any container type, from votives to freestanding candles.

Cera di cocco

Coconut wax is a newer wax type that’s similar to paraffin wax, with the environmental benefits of soy wax. It isn’t oil-based, and is a natural, vegan option for eco-conscious makers and buyers. It has the added benefit of being able to hold color and fragrance in a similar way to paraffin. 

12 passaggi per fare candele da vendere 

Now that we’ve gone through the different types of candles you can make and sell, let’s get into how to start your candle making business and stand out from competitors. 

1. Conduct market research to identify your differentiators

Conduct research on the other brands or makers in your segment to better understand what they offer and how you can differentiate yourself. For example, if a number of candlemakers targeting the same audience offer similar fragrances, like rose or gardenia, try branching out to something unexpected to offer your buyer a different option. 

Begin by understanding the candle market at-large and where your products will fit for your target buyer. There are four different segments you may want to sit in.

• Solo selling: Candles you sell online or at craft fairs and markets. Often small batches, slightly more expensive because of their one-of-a-kind, unique nature. 

• Mass market: Largely inexpensive, everyday candles found at bigger retailers. They can be all shapes and sizes, but stay priced relatively low. 

• Mid-market: Slightly more expensive options found at select retailers. 

• Upmarket or prestige: A growing segment with niche targets within. This segment is usually pricier because it’s handmade, often sold in small batches, contains different scents or trendy fragrances, and is positioned as a premium option.

Figure out where you’d like your product to fit. If you’re thinking of selling your products primarily online and at craft fairs or are just starting out, the first option may be best for you. If you’re thinking of expanding out into a bigger business with brand storytelling that’s integral to the candles you make, consider the upmarket option. You can identify competitors to compare to from there.

This is also a good time to consider the price of your candles. This can largely depend on how many you’re making, the time it takes to produce them, and what top competitors are charging for similar items. 

Read our guide to competitor research

2. Select materials and design

There are a number of different types of candles you can choose from: beeswax, paraffin, coconut, soy, and more. It may help to test out a few. Is there a material you prefer handling? Consider which one, from your market research, might last the longest and be something a buyer will want to purchase. Is one better for the scents you want to work with or your mission or budget?

You’ll also want to consider the design and shape of your candles. Some of them are:

• Tapered

• Votive or tea lights

• Ball 

• Decorativo, artistico

• Pilastro

• Floating

Remember you’ll also need to choose materials for packaging, fragrance, containers, wicks, and candle molds.

3. Choose scented or unscented

Consider if you want to add fragrance to your candle. If you’ve selected a candle type that doesn’t hold a scent as well (soy or beeswax) then you may need to forgo scents or anticipate having weaker ones. If you’re going to go the scent route for your candles, you’ll need to source additional materials like fragrance oils. 

This will also require a little more product development time for you to find the right fragrance levels and combinations.

4. Source your materials 

When you’re ready to make your candles, you’ll need the following: 

• Wax 

• Stoppini

• Stampi

• Vessels (to hold the candle)

• Fragrance (optional)

You can get many of these materials in bulk from wholesalers. But we recommend testing samples before you place a bulk order to ensure the different materials work well together and the candles burn well over time. It’s also important to work with a wholesaler that you find trustworthy and reliable to ensure you get quality materials on time.

5. Scatta delle foto del prodotto

Strong product photos can help you get the attention of online buyers or purchasers from retail stores. You can pay a professional to take photos of your candles or consider taking them yourself. 

Try to emphasize your aesthetic, brand, and the candle in photos with good lighting and a neutral background. It can be beneficial to show the candle set up in a home to help customers envision how they’d fit into their own lives. Make sure to keep your photos consistent and crisp across products.

Get tips for shooting product photography

6. Name your business and create a brand identity

No matter where you’re selling your candle, a strong brand identity and a memorable name are impactful selling tools.

Name your business and build out a brand from there. Consider your target customer and your values—if your brand was a person who embodied those things, how would they speak, how would you describe their personality? This can set the tone for your brand voice and visual identity.

Buyers want to feel like they’re participating in something, joining a community—they want to connect to the items they purchase and the brand they’re getting it from. Creating a strong brand identity is one way to differentiate your business from the rest of the pack in your market segment. That connection can keep people coming back for more products. 

Read our guide to creating a brand personality

7. Register your business and get insurance

You may need to register your candle business and get the necessary permits or licenses required to sell in your location. You will need to set up your business as a sole proprietor or limited liability company (LLC), which can be beneficial for liability concerns or keeping your finances organized.

You may also need insurance to protect your business and materials. We recommend speaking with legal and insurance professionals and consulting local small business organizations for the most up to date advice on your individual situation.

8. Crea un sito Web  

Every business can benefit from having some kind of web presence. When you’re ready to make your website, you can pick from a template, use AI, or even get a professional website designer to help you out. Use all of the information you’ve amassed from research and building out your brand identity, to create a digital space that reflects your brand and that your buyers want to make a purchase from.

Your online store or website should contain: 

• Informazioni sulla pagina

• Product pages

• Pagina di Contatto

• Shipping and returns information

Some optional information to include on your website about your candle business may include business news, new product news, and an up-to-date list of stockists or markets where you sell in person. 

9. Crea un business plan

Define your candle selling strategy with a business plan. This plan will be your guide to your entire business. While it’s likely to shift over time, particularly when you exceed your initial goals, it sets the foundation for how you’d like to sell your candles and grow your business. 

Your business plan should include the following: 

• Overall goals for the brand: For example, sell X number of candles in a year

• Sub-goals that ladder up to your overarching one: For example, sell X candles online and X through in-person through retailers in the first six months

• Struttura organizzativa: Sei solo tu o avrai anche dei dipendenti?

• Offerta di prodotto: Cosa pensi di vendere e cosa li rende unici

• Ricerca e analisi di mercato: I tuoi concorrenti, i potenziali acquirenti e il tuo pubblico

• Where you’re going to sell: Stocking at local retailers and brick-and-mortar stores vs. big-box retailers or online and at in-person markets or pop-ups

• Logistics: Suppliers, inventory storage, or order fulfillment partners

• Budget: What you’ve committed upfront to the business, and anticipated cash flow based on materials and sales goals

See our guide for creating a business plan

10. Make an order fulfillment plan

If you’re selling and shipping your own candles, you need to consider how you’re going to get them to your customers and how much the shipping fees are going to cost. 

You can do self-fulfillment, where you oversee the entire fulfillment process from packing to shipping. It gives you a lot of flexibility, but it can also become a longer, more laborious process if you’re getting a lot of orders.

Another option is dropshipping, which will outsource your inventory and shipping logistics to a third party. But that gives you less control over each order and your inventory management. 

11. Develop a marketing plan

Marketing your candle business is essential to its success. There are a number of online and offline channels you can tap into to reach your audience. Use your market research to select ones that are best for you and your desired buyer. 

• Social media: Selling your candles doesn’t just mean on a website or in person. Social media is great to cultivate a buying audience and keep them engaged. You can try social commerce integrations on platforms like Instagram or Facebook, or you can simply drive traffic to your website for buyers to make their picks.

• Email marketing: Connect directly with your customers. Send email updates or newsletters to share promotions or interesting information about your business right to your customers’ inboxes. This will keep you top of mind and drive traffic back to your website.

• Partner with other businesses: Broaden your customer reach by partnering with similar businesses or brands. Consider doing a collaboration with a brand and creating a signature, one-of-a-kind candle for the partnership.

• Giveaways and contests: Build brand awareness by giving away free products or a bundle of candles. You can partner with other businesses for a joint giveaway to reach a larger audience.

When making your marketing plans, pay attention to seasonal trends. Candles tend to sell well during holiday gifting periods. You’ll also develop a sense of your peak sales seasons over time based on your own sales data. Keep these peak periods in mind so you have the marketing and inventory to support higher sales. 

12. Adjust strategy as you go

You’re equipped with everything you need to do to start selling your candles. As you start seeing the revenue come in, always go back to your initial business plans and goals to see if they’re working. If not, adjust your methods or goals as needed. 

For example, you may find that you benefit from branching out into a different social media platform or approaching different physical retailers. Use your performance data to identify where it would be most beneficial to pivot.