Home Fragrances Macro Trends: Personal Care, CBD, and More

The home fragrances industry is expanding beyond candles, reed diffusers, and wax melts to bring customers their favorite candle scents in personal care items. Liquid soap and hand cream are the standard personal care items promoted in correlation with home fragrance scents. To cater to the on-the-go consumer, new formats, such as lush body washes, sugar scrubs, body lotions, bath bombs, body mists, and scented wipes, are among the many personal care items now available. Scented lip balms are the most surprising element in the personal care product lineup. Capri Blue launched its lip balm formulated with its signature volcano scent. NEST Fragrances also included a lip balm with SPF 15 in its new body care collection available in its iconic home fragrance scents: Ocean Mist & Coconut Water, Bamboo & Jasmine, and Grapefruit & Verbena. Many home fragrance companies have entered into or expanded their personal care lines to support the ongoing wellness trend.

NEST Fragrances Lip Balm SPF 15 Collection

NEST Fragrances Lip Balm SPF 15 Collection

Customers continue to want products that promote a healthy lifestyle and good wellbeing. In 2017, Bath & Body Works (L Brands) improved its aromatherapy collection, Scentered, which launched in the United States, and Chesapeake Bay made additions to its Mind & Body Collection. The trend has continued to grow stronger this year with new entrants to the wellness category. Paddywax launched its new Makes You Wanna Say… candles featuring a simple statement such as “oooh” to bring relaxation to mind. Hannah’s Candles introduced the L’aroma Therapie essential oil-based collection made with a coconut oil-blended wax available in multiple fragrances in a blue vessel with artistic labels. With the success of its Seek Your Balance line, Root American Made Candles expanded its aromatherapy products to include a 15 oz large spa candle with a 90-minute burn time.

CBD oil is the hottest trend in the wellness world. Countless beauty and personal care products containing CBD oil were launched and promoted, but will this phenomenon spill over into the home fragrances industry? Cannabis-scented candles are available from P.F. Candle Co., Malin + Goetz, and Kushed Candles. Hashish-scented candles are available from Jonathan Adler, Kobo Candles, and Photogenics. All candles are formulated with soy and fragrance combinations designed to mimic cannabis or hashish, but none are actually made with CBD. Will a candle formulated with CBD oil come to the market? Some candle manufacturers maintain that they will not formulate with CBD just because it is trendy, but others may differ.

Personal care and CBD formulated candles are just a couple of the macro trends to be expanded upon in our 2019 home fragrances study to be released this April. To learn more about the market’s highlights, new innovations, trend predictions, and many more factors impacting the home fragrances market in 2018, subscribe to our Home Fragrances: U.S. Market Analysis and Opportunities report. The edition will feature Summer 2018 and Winter 2019 recaps of the NY NOW Gift Show.

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