Starting a candle business from scratch and growing it into a luxury premium product takes a lot of research. What makes a good candle? What choices really make a difference to the end product?
Luxury candles aren’t just about the scent—they’re about the full sensory experience. From clean-burning wax to high-quality essential oils, everything must be carefully curated to meet a higher standard. The key difference between a basic candle and a premium one lies in ingredient integrity, burn performance, and brand ethos. At Wildrace, we use slow-burning soy wax blended with essential oils, not synthetic fragrances, ensuring our candles fill a space without overwhelming it. We also rigorously test each wick, vessel, and blend to achieve the smoothest, cleanest burn, hallmarks of any luxury candle brand.
When you invest in a luxury candle, you’re not just buying fragrance, you’re buying craftsmanship, sustainability, and peace of mind. And our customers feel that with every light.
With candle making the obvious first decision would be to choose the type of wax you’d like to work with. What beginners may not realise is that all waxes, oils and wicks are extremely temperamental and reliant on each other being the right choice. Certain waxes don’t mix well with certain oils, and wicks and the same with the oils and wicks not working with certain waxes.
With sustainability at the core of Wildrace, our wax choice was simple. Soy wax is renewable, vegan and creates significantly less, in fact nearly no soot at all. Another great sustainable wax is coconut. I just personally find coconut wax has its own scent and so doesn’t mix with as well with fragrances as soy wax does. I’ve personally watched the price of soy wax grow by 50% in my last year and a half of purchasing it, leaving no choice but to raise the cost of our candles.
Choosing oils from a reputable supplier who you can trust is important. I work very closely with our oil suppliers and have visited their work premises to see the production line in action. We share all the same values and a company who shares your values and works towards the same ethical and environmental goals is important. This helps to build a trusting relationship with your own clients as you know exactly what’s going into your products and where it came from.
So as you can see, there is a lot of detail that goes into candle making. Each decision we make is thought out so carefully. For the planet and our customers, decisions are made in the thought of luxury and sustainability. Expense is never spared our end, and we know our customers value this and trust out decision making and our word.
Starting a candle business in today’s market means standing for something more. Consumers are more eco-aware than ever, searching for sustainable candle brands, vegan wax alternatives, and ethical ingredient sourcing. That’s why sustainability isn’t an afterthought at Wildrace, it’s baked into every decision, from wax to wicks to shipping materials. We use recyclable packaging and carefully vet every supplier to ensure transparency across our supply chain.
Luxury sustainability , the standard of all good businesses.