Starting a candle business often begins with excitement choosing scents, designing labels, imagining your products in people’s homes.
But for many makers, that excitement quietly turns into overwhelm.
Pricing feels confusing. Costs add up faster than expected. Sales come in, but not consistently. And suddenly you’re wondering why something you love feels so stressful.
After running a sustainable refillable candle business since 2019, I’ve seen the same challenges come up again and again, both in my own journey and in conversations with other makers.
Here are some of the most common mistakes I see new candle businesses make and how you can avoid them.
1. Underpricing from the very beginning
This is by far the biggest issue.
Many candle businesses price their products based on what others are charging, rather than on their own costs. It’s easy to assume that lower prices will lead to more sales — but in reality, underpricing often leads to burnout and frustration.
When you don’t account properly for:
- Materials
- Packaging
- Time
- Overheads
- Growth
you end up working hard for very little return.
Pricing isn’t just about covering costs it’s about creating a business that can actually support you long term.
2. Offering too many products too soon
It’s tempting to launch with lots of scents, vessels, and variations — especially when you’re passionate about what you’re making.
But too much choice can:
- Confuse customers
- Increase costs
- Tie up cash in stock
- Make marketing harder
Some of the most successful candle brands start with just a few well-thought-out products, refine them, and grow intentionally from there.
Clarity almost always leads to better sales.
3. Not thinking about repeat income
Many candle businesses focus solely on one-off purchases.
But repeat customers are what make a business sustainable.
For me, introducing a refill model completely changed how my business worked — creating repeat income, reducing waste, and building loyalty with customers who returned again and again.
Thinking about how customers can come back to you is just as important as making the first sale.
4. Overinvesting before proving demand
Branding, packaging, websites, and equipment can quickly become expensive — especially when you’re trying to do everything “properly” from day one.
But you don’t need everything perfect before you start selling.
One of the most valuable lessons I learned was to:
- Test before scaling
- Keep things simple at the beginning
- Invest gradually as sales grow
- Create processes that created efficiencies
Your business should grow with your confidence not ahead of it.
5. Trying to sell without telling a story
Candles aren’t just products they’re about feeling, ritual, and atmosphere.
People don’t only buy candles because of the wax or the wick. They buy them because of how they want to feel in their homes and their lives.
Learning how to tell the story behind your brand - why you started, what matters to you, and how your products fit into everyday moments makes selling feel more natural and far less awkward.
You don’t need to know everything to start
One of the biggest misconceptions about starting a candle business is that you need to have it all figured out.
You don’t.
What you do need are solid foundations:
- Clear pricing
- A focused product range
- An understanding of what actually drives sales
- Confidence in your decisions
Those foundations save you time, money, and a lot of second-guessing.
A more supportive way to begin
After years of building my own business selling thousands of candles and growing an engaged community I’ve learned what truly makes a difference in the early stages.
That’s why I’m hosting a live, small-group Zoom workshop where I’ll walk through these foundations in more detail, answer questions, and share what’s genuinely worked for me.
The workshop is designed for anyone who wants to:
- Start a candle business with clarity
- Avoid costly mistakes
- Price confidently
- Build something sustainable and aligned
It’s intentionally kept small so everyone has space to ask questions and feel supported.
You can find full details and book your place here
Final thoughts
Starting a candle business can be a beautiful, rewarding journey but it doesn’t have to feel confusing or overwhelming.
With the right foundations in place, it’s possible to build something that feels creative, meaningful, and financially viable.
If you’re at the beginning or finding your way back after feeling stuck, know that you’re not alone, and that clarity is closer than you think.
