Creativity isn’t optional for our business, it’s the foundation of everything we stand for and the backbone of Wildrace as a brand. Today is World Creativity and Innovation Day and we have never felt more heard.
Creativity isn’t part of what I do, it’s the reason this entire brand exists. From the scents we craft - to the hand-designs we harvest from the mind - everything about Wildrace is creative. Every product, every scent, and every detail started as an idea.
The Story Of Our Boxes
In 2025 we rebranded our entire line twice. Once by adding a generic box to our packaging in January and then by September I had decided to scrap that idea and hand design a box for every single scent (33 at the time!). I enlisted my very trusty designer Lisa who I have worked closely with over the past 4 years since our very first Zodiac designs and we got straight to work.
Over 4 months we folded out my brain and all the ideas swimming around in it, scribbling down ideas, doodling on every piece of paper and scrapping many ‘we’ve done it’ moments as we changed our minds and switched it up yet again. We sat over colour palettes, many Pinterest boards and random photos I had taken in supermarkets and outdoors.
Eventually, only around a month before we launched them, our ideas were drawn up onto the die lines and sent off for printing.
Over £20,000 spent on this idea that I just had to make happen. A huge risk, but one that my creative mind just felt like it had to make happen. Once I had envisioned it, as most of this business goes, I made it happen - and quickly.
The Story of Our Scents
As you are all probably aware by now. Our scents have a lot more meaning than just how they smell. They are all thoughtfully chosen or blended to be kind to us and the planet, with no hormone-altering ingredients, fillers or parabens. However, taking that aside and looking at the creativity that goes behind it is much more fun!
Our scents have evolved over the past 5 years. With our very first launch in May 2021 including an ‘Ocean Drift’ and ‘Mango Morning’. Over time our presence on the candle scene changed and I learned to start selling what people want, not what I thought they wanted. Follow the evidence and inspiration in the world around, no more generic candles (though I will always fight for the right to keep selling our plain Lavender candle).
We found our feet in this world first with Forest Rainstorm when I discovered an oil not actually marketed as such but upon ordering a sample, found it to be just like rain. We then evolved again into what most of you know us for today - our Bakery Candles. Following on from the American brand Overrose we set out for an entire year, trying to make the perfect Croissant candle. We ended up being the lucky (or should I say smart) first creators of a Croissant candle in the UK and then shortly followed a week later with the launch of our Pain au Chocolat. Just like that, we were on the scene.
In 2025 I took a step further and started blending and crafting our own blends of oils. Starting with Banana Bread, then Greenhouse, Wild Mountain Thyme and Sundaze. Later in Autumn followed I’d Rather Be In My Garden. Each of these candles has a special place in my heart. Blending oils on the floor of our old home, offering samples to family trying to figure out just how to perfectly capture each of the feelings that come with these candles and not stopping until it was perfect. These are our own, and in a year where we struggled enormously with copycat brands stealing designs and our work, I was relieved to have something untouchable!
Where I Find Inspiration
Most of my ideas don’t come from pouring candles, they come when I’m outside, moving, or completely switched off. Places I have specifically found ideas or inspiration from that actually became candles in our range.
- Tea bags boxes in Waitrose - Became our sleepy candles. Specifically, they inspired the boxes we created and our Sleep Well Set.
- My new home on a farm - Became I’d rather be at the Farm.
- A hike me and my husband made whilst on honeymoon on a Greek Island became inspiration for our Wild Mountain Thyme box design, and the scent was inspired by the well-known folk song.
- Memories of childhood in our greenhouse helping pick tomatoes inspired our very own Greenhouse candle
- My own battle with endometriosis and PCOS - became our hormone balance candle ‘Inhale Power’
- I've also found much inspiration from landscapes around my homes, colours of the changing seasons, movies, friends and conversations, visits to family in Devon and Cornwall. I don’t think there’s many places I haven’t found some sort of inspiration or idea from. There really are ideas hidden everywhere you look.
Women in Creative Industries
Women are redefining creative industries.
It is no surprise to me that more and more women are starting up innovative businesses within creative industries. They are reclaiming creative spaces and building powerful brands from it. As daughters, sisters, mothers and grandmothers - we understand both the importance of network and community but also in creating something sustainable to support our families.
This World Creativity and Innovation Day we want to highlight some of the amazing female owned businesses within the creative field and what their passions are.
- Eva Lai zense.space - Originally worked in the fashion industry but left to pursue a dream. Eva started teaching Yoga, went on to write her book ‘Art Healing Playbook’ and then bought the company she was working for teaching art classes. She now creates art Kits to help workplaces and you at home find some calm in your own creativity. Eva has worked in many creative roles, always thinking of new ideas and bringing them to life. Her mind is a really wonderful place.
- Sophie Wright sophie.wright.designs - Recently qualified as a Forest School Leader but has been inspiring in the creative world for many years. Sophie creates beautiful frames capturing and preserving carefully hand collected pieces of nature. She names them ‘Coastal Curiosities’ and through her eye she captures and then frames these little pieces of wildlife for all to enjoy. We love that Sophie celebrates British Wildlife and shows just how beautiful simple activities can be for the mind.
- Jules haines_collection – Fantastically thought of a way to save surplus interiors stock from large brands and reuses and sells them at a fraction of the original cost. Saving perfectly good products from landfill and reducing the carbon footprint within the interior sector.
- Darcey darceyflo_ - We fell in love with Darcey and her inspiring talent for capturing magic with a brush. Inspired by both nature and the fantasy themes we all know and love, Darcey transports each viewer and client to an enchanted moment in glorious nostalgic landscape.
- Camilla conchuslife – After an education in radiotherapy Camilla learned the true meaning behind quality ingredients and decided to create an entire skincare line free from harmful ingredients and hormone disruption. Making it easier for regular people to make the switch and choose clean thoughtful ingredients.
The Movement
I know that World Creativity and Innovation Day is not necessarily about highlighting women. It’s about celebrating all creatives, and how important creative work is for both people and the planet. But here at Wildrace, we speak up for women, and we believe that many women in creatives industries are overlooked or face extra resistance when building a business. Balancing a much heavier load the majority of the time, it can be difficult to pave your way forwards as a creative female and so we wanted to spend this day highlighting the WOMEN.
Our own products are an extension of that. Made by women, for women. No hormone altering rubbish - all the safety is taken care of and the creativity there to be enjoyed. Wildrace was built from ideas, instinct and creativity first. Creativity isn’t just something you have - it’s a tool to build with. And for women in business, it’s one of the most powerful tools we have.