How To Start A Candle Business: The 84 Candle Rule
Launching a successful candle business requires two skills:
- Candle making
- Business
Candle making entrepreneurship has extremely high failure rates once most people see the saturation in the market and how difficult creating a business-worthy candle really is.
The 84 Candle Rule says that before you start a candle business, create a lot of candles and give almost all of them away. This lets you focus on learning how to make good, safe products without the distractions of starting a business, which is the foundation of your success.
If you’re new to candle making, this simple strategy will increase your odds of success in the world of artisanal entrepreneurship. Here’s why it works:
Reason #1: You'll have to graduate from candle making kits
You won’t be able to make 84 candles from a candle making kit alone.
(for the record, you don’t have to make exactly 84 candles but this is around the number most people start feeling comfortable with the craft)
You’ll need more wax, your batch size will be very limited, and you’ll miss out on some of the key equipment pro candle shops use too.
Since you really trying to learn how to start a candle business, don’t lock yourself in to using the tools and supplies included in a kit anyways.
Candle making kits are intended for small weekend craft projects and people interested in trying out candles for fun – not building your fragrance empire. It’s okay if you’ve already bought a kit and love it, but consider graduating into more substantial supplies and equipment:
If you start making candles with a kit and realize you don’t really love it – take that as a positive sign that you didn’t invest time and money into something you wouldn’t enjoy!
Your next step as a maker is to invest in better equipment and move beyond the standard sets that come with kits. Better equipment alleviates the pain of dealing with true beginner tools.
Beginner’s equipment comes with minor annoyances:
- Pour pots that are too small for batches
- Flimsy thermometer that doesn’t work quite right
- A double boiler that takes too long
Better equipment allows you to have an honest look at the craft by removing the annoyances you wouldn’t actually deal with in a business. Don’t quit because the tools suck. There are better tools!
Reason #2: It forces you to focus on the craft
Give most of your 84 candles away for free.
If you’re trying to learn two complicated concepts at the same time, like candle making and sales, you’re more likely to stress yourself into exhaustion and quit. Giving your candles away helps you focus on making a better candle instead of grappling with sales platforms, Cost of Goods Sold, and personal branding.
Think of it as putting one foot in front of the other when you’re learning to move around:
- Candle making = walking
- Candle selling = sprinting
Learn to walk first.
Too many people try to learn the business at the same time as the craft, usually leading to failure. If you give everything you make away, the duties of business won’t distract you from learning how to make incredible candles (your future product).
There are a lot of activities to stay away from during this phase:
- Label designs
- Company name
- Materials costs and pricing
- Appeal of containers to buyers
- Product photography
- Business planning
If you love the craft, you’ll be swimming in business tasks in no time.
We cover these concepts in the following video too 👇
Reason #3: You'll master the art of testing
Candle testing is extremely important for running a successful business.
Many people leave the craft because they don’t understand how to make candles behave a certain way.
Set at least four candles aside and learn how to apply the standard tests for safety and performance.
Tests are the only way to answer questions like:
- Does it smell good?
- Is this safe to burn?
- Is that the right wick?
- Will the container randomly explode?
Most of candle making comes down to testing different recipes and making corrections until it performs well and burns safely.
There are two main tests used by candle makers to assess safety and performance:
Your 84-candle journey should cover both.
Reason #4: It'll teach you how to buy supplies
Candle making kits don’t come with an abundance of supplies, so creating 84 candles forces you to learn another essential skill: finding and purchasing wax, fragrance, wicks, and other items.
Whether candles remains a hobby or becomes a business, locating and buying supplies befits your situation.
If you want to learn how to start a candle business, you need to learn how to find supplies too!
Keep these tips in mind for finding supplies:
- If you have a local candle supplies store, in-person pickup will always be less expensive.
- Hobby Lobby or Michaels offer supplies, but they aren’t professional quality. This is okay, since your primary focus is learning the craft.
- Fragrance oils and essential oils aren’t the same, but you can use either for making candles. Learn more here.
- Bundle as much wax in one order as you can to optimize shipping costs from that supplier.
As far as how much you need:
- 1 ounce of fragrance will create roughly two candles.
- 1 pound of wax will make about 3 candles.
Check out our guide to supplies if you’re interested in learning more.
Reason #5: You'll get to create a variety of candles
If you really want to learn how to start a candle business, you need exposure to more than just your main focus.
The best candle makers have dabbled in at least each of the main categories of wax and candle type. Some operate as a generalist in the industry instead of a specialist – making and selling incredible varieties of candles!
When you eventually become a business, keep your product line hyper focused.
Before that moment, you should take the opportunity to try everything out, even if you don’t intend on landing there.
Testing out different waxes and candle types allows you to grow and mature in the craft.
You’ll understand some of the macro differences between waxes, and you may even find something you love more than your original idea!
To truly test the market (waxes, wicks, varieties) you need about $150 – $200. It is an investment in your (future) business.
If you’re on a budget:
- Use old candle jars or cheap mason jars from the grocery store
- Use the double boiler method
- Buy wax & fragrance from a local craft store instead of an online retailer
If you can afford to invest more into the craft, look for variety packs of wicks and waxes wherever you can find them.
The greater you can stretch your dollar during this period, the better!
When can you start your candle business?
When you finally have a grip on the craft, it’s time to launch your business.
At a high level, here are some things you need to consider doing right away:
A final piece of advice: make sure your labels are in compliance (EU requirements here).
There are a million ways to run a candle business:
Selling Online
One way is to sell your candles online using websites like Faire or Etsy. These sites already have tons of customers looking for cool, unique items like your candles. Plus, they handle stuff like payments and customer support, so you can focus on making awesome candles.
Take clear, nice photos of your candles. Share a story about your brand—what makes your candles special? Post on social media to show people your work and why they’d love it. You can even use ads to reach more people who might buy your candles.
Selling in Local Stores
Another option is to sell your candles in local shops. Look around for stores that sell gifts or home decor—like boutiques or little shops in your town.
Here’s how to approach stores:
Talk to the owners and bring some candle samples. Tell them how your candles could make their store even better (maybe they smell amazing or look super cute). If they like your stuff, they might agree to sell it. Building good friendships with store owners can help your business grow over time.
Pick What Works for You
You can sell online, in local stores, or try both! Think about what you’re good at and what you enjoy doing. That way, you can turn your candle-making skills into a successful business.
Start with what feels right for you, and have fun with it!
