Once the remit of last-minute, hastily-wrapped housewarming gifts, candles have had the glow-up of a century over the course of two years. Further proof can be found in the numbers, with reports stating that 49% of scent shoppers used their go-to fragrances less often in 2020, but 85% used home scents in the same time period, with candles leading the category. So, how did the needle move from gifting and decor to wellness essential for the candle industry? We investigate.
Let there be light: How candles became the unlikely hero of the lockdown
Abigail Cook Stone, co-founder and CEO of Otherland, believes that the extended periods of lockdown have altered the way we view candles. “The events of the past year have made us crave feel-good things to look forward to, such as the anticipation of receiving a package in the mail, the joy of unboxing a candle, popping the lid and taking that first whiff of a new scent.
Read the full story at Vogue.