Legacy beauty brands such as Chanel have been known to launch home fragrance products during the holiday season. In 2022, these once limited-edition products for holiday gifts are now becoming a mainstay for beauty brands as consumers seek to further elevate their home space with the same beloved scents from their perfumes, hair products and lotions. the body.
According to market research firm Kline Group, sales of home fragrance products – candles – jumped, according to the group’s “Home Fragrances: US Market Brief Report”; and 2022 is expected to be another banner year, supported by continued demand for these products and new beauty entrants bringing more consumers into the home fragrance space.
Snif, a modern fragrance brand offering luxury scents with a try-before-you-buy design, launched its first candle collection last fall. Last month, the brand launched an XL candle with a burn time of over 200 hours and used messages such as “your new centerpiece has arrived” to promote the new size.
Legacy brand Victoria’s Secret, known for its fan-favorite Bombshell fragrance and scented body lotions, has also recently branched out into home fragrance with a collection of botanically-inspired and personal care rooted candles. Some of the scents include pomegranate and lotus and coconut milk and rose.
Hair-care brand Ouai, which saw retail sales growth of more than 50% last year according to our Cosmetics & Toiletries USA report, has added candles to its permanent line. One of the scents is inspired by the brand’s iconic Melrose Place body cream.
Pattern, a black-owned, black-founded hair care brand focused on supporting organizations and programs that empower women and people of color, has been buzzing since its debut in late 2019. was recently expanded beyond haircare for the first time with a scented candle infused with notes of neroli, rose and patchouli.