Legacy beauty brands such as Chanel, over the years, have been known to release home fragrance products during the holiday season. In 2022, these once limited-edition products for holiday gift-giving are now becoming a mainstay for beauty brands as consumers look to further elevate their home space with the same beloved scents from their perfumes, hair products, and body lotions.
Over the last two years, sales of home scent products—candles—have surged, according to our Home Fragrances: U.S. Market Brief report, and 2022 is expected to be another banner year supported by continuing demand for these products and new entrants from the beauty realm that are bringing more consumers to the home fragrance space.
Which brands are seeing opportunities in this high-growth market?
- Snif, a modern fragrance brand offering luxury-level scents with a try-before-you-buy model, introduced its first candle collection in fall last year. Last month, the brand debuted an XL candle with a 200+ hour burn time and used messaging like “your new scenterpiece has arrived” to promote the new size.
- Legacy brand Victoria’s Secret, recognized for its fan-favorite Bombshell fragrance and scented body lotions, has also stepped into home scent recently with a botanical-inspired, self-care rooted candle collection. Some of the scents include Pomegranate & Lotus and Coconut Milk & Rose.
- Hair care brand Ouai, which recorded retail sales growth upwards of 50% last year according to our Cosmetics & Toiletries USA report, added candles to its permanent lineup. One of the scents is inspired by the brand’s iconic Melrose Place Body Cream.
- Pattern, a black-owned and black-founded hair care brand focused on supporting organizations and programs that empower women and people of color, has been creating a buzz since its debut in late 2019. The brand recently expanded beyond hair care for the first time with a scented candle that is infused with notes of neroli, rose, and patchouli.
Our upcoming Home Fragrances: U.S. Market Brief report will further explore this trend of beauty brands crossing over into new territories to bridge the gap between beauty, home, lifestyle, and wellness. In reverse, this trend has also been noted among home fragrance brands that have expanded into other home care segments such as surface-cleaning products and dish care. The first edition of our Home Care Indies: U.S. Analysis of Brands to Watch study will look at brands in the home care space, such as Nest New York and Branch Basics, that have a unique selling proposition and are experiencing dramatic growth.
