If I started a candle business in 2026, what should I focus on first?

I’d focus on simplifying everything so I can put my energy where it actually matters: testing and marketing. That means one primary wax, only a few fragrances, and only 1–2 vessel sizes at first. Then I’d spend the rest of my time building my email list and brand voice instead of constantly changing my formula.

What wax should beginners choose for a candle business?

I recommend choosing one wax that checks most of your boxes and sticking with it long enough to really learn it. Personally, I really like CB2 (also called CalSoy 7 / Soy Bliss). I also think it’s smart to be familiar with a second wax in case your supplier has a shortage.

How many fragrances should I launch with in my candle line?

If I was starting over, I’d choose 3–5 fragrances max. I’d pick scents with strong reviews (especially reviews in your wax type) and try to cover a few categories—fruity, clean, masculine/cologne, gourmand/bakery, and floral. The goal is to test deeply instead of collecting a hundred oils.

Should I test candles with full-size jars or small testers?

I’m a big believer in testing exactly the way you plan to sell. That means full-size candles, burned all the way from top to bottom, because that’s the most realistic view of the customer experience. It costs more upfront, but it’s a huge return when your product performs and people reorder.

What candle jar size is hardest to wick?

In my experience, anything that’s exactly 3 inches in diameter is the most difficult to wick. It sits right in between single-wicking and double-wicking, so it can be a constant headache. I’d go slightly below 3 inches or slightly above it to make your life easier.

Do I need a custom wax blend to stand out?

No—if anything, I’d avoid custom blends when you’re new because it makes everything exponentially harder to troubleshoot. Pick a wax that has lots of reviews and troubleshooting content so you’re not reinventing the wheel. Standing out comes from branding and marketing, not from making your system more complicated.

What marketing should a new candle business prioritize?

Marketing, marketing, marketing—email marketing, farmers markets, local pop-ups, and getting business cards out. I’d aim to grow an email list to 1,000+ subscribers because it can substantially impact your website sales. In a saturated market, people stick with you because of your brand and how you show up.

Is it possible to make a perfect candle formula?

Honestly, no—there’s no such thing as a perfect candle. Candle making is a moving target with a ton of variables, and even how someone burns the candle changes everything. I say get to 90%, launch, and then keep tweaking as you go.

if i started a candle business in 2026, here's what i would do | *spilling the tea* — allen | earthglow

About This Video

In this video, I’m basically time-traveling back to when I started and telling you what I’d do if I launched a candle business today—like right now, or in 2026. I’m *spilling the tea* on the stuff that sounds like a “good idea” at the beginning (custom wax blends, a million fragrances, too many jar options), but ends up slowing your growth because you’re overcomplicating everything. I walk you through my simple starter framework: pick one solid wax and learn it deeply (I love CB2/CalSoy 7/Soy Bliss), choose only 3–5 fragrances across different scent categories, and test thoroughly—full-size candles, burned top to bottom, exactly how you’d sell them. I also talk about containers and wicking in a way that’ll save you a ton of headaches: start with only two size options, and avoid the exact 3-inch diameter because it’s the most annoying “in-between” to wick. I recommend investing in wick centering/stabilization tools to free up your time, because the real needle-mover is marketing—email list building, markets, pop-ups, and having a brand voice with a clear target customer. And yes: show your face, put yourself out there, and don’t take yourself too seriously. There’s no perfect candle—get to 90%, launch, and keep improving.