What Wholesale Supplies Plus does

Wholesale Supplies Plus, LLC is a US-based e-commerce distributor of cosmetic ingredients, candle-making supplies, and personal care product components, operating since 1994 from its Independence, Ohio warehouse and fulfillment facility. The company sells directly to consumers and small-business makers through its own Shopify-style storefront, complemented by phone ordering and curbside pickup, shipping to the 48 contiguous US states (with limited Canada and freight-forwarder international reach). Its catalog spans soap-making supplies (melt & pour, cold process, and liquid bases; fixed oils, butters, lye, colorants, botanicals, clays, tools, molds, packaging), candle-making supplies (soy, paraffin, and blended waxes; cotton and wooden wicks; vessels; additives; equipment), fragrance oils (essential oils, natural fragrances, comparable/designer dupes, phthalate-free and consciously-crafted lines organized by type, craft, season, and scent family), personal care bases (lotions, bath & body, hair care, lip care, perfume, pet care), additives, packaging, and DIY craft kits.

The platform runs as a self-serve e-commerce site with integrated accounts, wishlist, order history, and the WSPlus Rewards loyalty program, and is supported by free educational resources including lye, fragrance, percentage, and batch calculators, plus a recipe/article library. Proprietary exclusive brands (Crafter's Choice, Just Scent, Rustic Escentuals, Elements Bath and Body, Milky Way Molds) anchor the assortment, with Crafter's Choice positioned as the leading brand among professional crafters. The revenue model is straightforward transactional retail: per-unit pricing on raw ingredients and supplies, with bulk-purchase discounts, a $25 free-shipping threshold, a $5.95 handling fee, and weekly promotional pricing (e.g., 15% Americana Shop). Customer segmentation is horizontal across soap makers, candle makers, personal care product makers, and crafting hobbyists, served through content marketing, organic social (Facebook, Instagram, Pinterest, TikTok), email, and the loyalty program.

Name

Wholesale Supplies Plus

Legal name

Wholesale Supplies Plus, LLC

Website

https://wholesalesuppliesplus.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Wholesale Supplies Plus is a US e-commerce distributor, founded 1994 and based in Independence, Ohio, that sells soap-making, candle-making, fragrance oil, and personal care ingredients and supplies directly to hobbyist crafters and small-business makers via its own website and proprietary brands like Crafter's Choice and Just Scent.

Ownership category

akta.pro rank

Product category

Craft and Personal Care Supplies Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)

akta.pro secondary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Soap making supplies
• Candle making supplies
• Fragrance oils wholesale
• Craft supplies distribution
• Personal care ingredients

Headquarters

HQ city

Independence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Direct product sales of soap making supplies, candle making supplies, fragrance oils, personal care bases, additives, packaging materials, and craft kits to consumers and small businesses. Revenue generated through individual product purchases with tiered pricing (bulk discounts available) and periodic promotional offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Wholesale Supplies Plus is a US-based e-commerce distributor that sells craft and handmade product supplies — including soap bases, candle wax, fragrance oils, personal care bases, additives, packaging, and DIY kits — directly to makers, crafters, and small business owners. The company carries proprietary brands (Crafter's Choice, Just Scent, Rustic Escentuals, Elements Bath and Body) alongside third-party ingredients, and ships from its Independence, Ohio fulfillment facility with curbside pickup, phone ordering, and free shipping on orders over $25.

Product overview

Wholesale Supplies Plus is a wholesale e-commerce platform offering craft and handmade product supplies primarily for soap making, candle making, fragrance oils, and personal care products. The platform provides a comprehensive product portfolio organized into core categories: Soap Making Supplies (bases, ingredients, fragrances, additives, tools, molds, packaging), Candle Making Supplies (wax, wicks, fragrances, equipment), Fragrance Oils (essential oils, natural fragrances by type, craft, and season), Bases (soap bases, candle wax, personal care bases for lotions, bath & body, hair care, perfume, lip care, pet care), Additives (ingredients A-Z, colors), Packaging (containers, molds, accessories), and Crafts (DIY kits for soap, candles, personal care, home care). The company operates proprietary brands including Crafter's Choice (#1 brand by professional crafters), Just Scent (largest fragrance inventory), Rustic Escentuals, and Elements Bath and Body. The platform also offers free resources including calculators (percentage, lye, fragrance, batch), DIY recipes, expert articles, and the WSPlus Rewards loyalty program. Orders ship from the company's Independence, Ohio facility with free shipping on orders over $25.

Differentiator

Problem solved

Functional benefit

Brands

• Crafter's Choice: Exclusive brand chosen by professional crafters for fragrance oils and soap bases
• Just Scent
• Elements Bath and Body
• Rustic Essentials

Products and services

• Soap Making Supplies Comprehensive product category including soap bases (melt & pour, detergent-free, liquid), soap ingredients (fixed oils, butters, lye), soap fragrances, soap additives (colors, botanicals, clays), soap making tools, soap molds, and soap packaging for crafters and small business soap makers.
• Candle Making Supplies Complete candle making supplies including candle wax (soy wax, wax blends, paraffin wax), wicks (cotton, wooden), candle fragrances, additives and colors, vessels and packaging, equipment and molds, wax warmers, and candle making kits for candle makers and hobbyists.
• Fragrance Oils Extensive fragrance oil collection including essential oils, natural fragrance oils, comparable fragrances, phthalate-free options, consciously crafted fragrances, and fragrance oils organized by type (vanillin free, flavor oils), by craft (soap, candle, personal care, home care, perfume, pet care), by season, and by brand.
• Personal Care Bases Ready-to-use bases for personal care formulation including lotions, bath and body, hair care, perfume, lip care, pet care, foaming bath whip, and home care bases, plus beginner kits, for formulators of cosmetics, toiletries, and personal care products.
• Additives Crafting additives including antioxidants and vitamins, bath salts and sugars, botanicals, herbs and hydrosols, candle additives, clays, cosmetic waxes, emollients and humectants, emulsifiers and thickeners, exfoliants and scrubs, foaming agents and surfactants, lye, odor neutralizers, plant powders and protein, powdered salts and sodas, preservatives, and colors (powdered, liquid, solid).
• Packaging Packaging supplies including containers (plastic, glass, metal), clamshells and molds (silicone, plastic), accessories (shrink wrap, gift basket making, specialty papers), and bags and boxes for finished craft products.
• DIY Craft Kits DIY craft kits including soap making kits (melt and pour, liquid soap), candle making kits (wax melts), personal care kits (skin care, bath and body, hair care, perfume, lip care, cosmetics), and home care kits (room scenting, cleaning and laundry, pet care) for hobbyists and beginner crafters.
• Crafter's Choice (proprietary brand) Proprietary Wholesale Supplies Plus brand offering fragrance oils, molds, and crafting supplies, marketed as the #1 brand chosen by professional crafters.
• Just Scent (proprietary brand) Proprietary Wholesale Supplies Plus fragrance oil brand known for the largest inventory of premium fragrance oils.
• Rustic Escentuals (proprietary brand) Proprietary Wholesale Supplies Plus brand offering a diverse selection of premium and low-cost fragrance oils.
• Elements Bath and Body (proprietary brand) Proprietary Wholesale Supplies Plus brand focused on supplies for making cosmetics, toiletries, and old-fashioned soaps.
• WSPlus Rewards (loyalty program)

Quantifiable outcome

• Free shipping on orders over $25
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Indimade BrandsminorOthersSister company under the same parent organization. Listed in footer as 'Made For Makers' - part of a family of craft supply brands.
• Nature's Garden CandlesminorOthersSister company under the same parent organization. Listed in footer as 'Make What You Love' - part of a family of craft supply brands.
• The Flaming CandleminorOthersSister company under the same parent organization. Listed in footer as 'Where Creativity Catches Fire' - part of a family of craft supply brands.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Making Cosmetics: Making Cosmetics distributes cosmetic raw materials, bases, and personal care ingredients to small formulators and manufacturers via e-commerce. Comparable ingredient focus and customer base to WSP's personal care and cosmetic supply categories.
• CandleScience: CandleScience is a leading e-commerce supplier of candle wax, wicks, fragrances, and candle making equipment to hobbyists and small candle businesses. Directly overlaps WSP's candle making category with similar target customers and proprietary product positioning.
• Lotioncrafter: Lotioncrafter supplies cosmetic ingredients, emulsifiers, and bases to DIY personal care formulators and small cosmetics manufacturers. Overlaps with WSP's personal care bases, additives, and emulsifiers categories.
• Bulk Apothecary: Bulk Apothecary distributes soap making supplies, candle ingredients, essential oils, and fragrance oils to crafters and small manufacturers via e-commerce. Overlapping product lines, customer base, and scale make it a direct comparable to Wholesale Supplies Plus.
• Bramble Berry: Bramble Berry is a direct competitor offering soap making supplies, fragrance oils, and DIY craft ingredients via e-commerce to small businesses and hobbyists. Highly comparable product catalog, target customer, and business model to Wholesale Supplies Plus.
• New Directions Aromatics: New Directions Aromatics supplies essential oils, carrier oils, and cosmetic ingredients to personal care and aromatherapy customers worldwide. Comparable product categories and small-business customer profile.
• Camden Grey: Camden Grey supplies essential oils, soap bases, and DIY cosmetic ingredients to small manufacturers and crafters. Comparable target market and product mix with WSP's bases and fragrance categories.
• From Nature With Love: From Nature With Love distributes natural cosmetic ingredients, soap bases, and personal care supplies to crafters and small manufacturers. Comparable product mix in soap and personal care ingredients with a similar target audience.
• Save On Scents: Save On Scents specializes in fragrance oils for candle, soap, and personal care applications, distributed via e-commerce to small businesses and crafters. Comparable fragrance oil category, customer base, and distribution model.

Broad incumbents

• Michaels Companies: Michaels is a large North American specialty retailer of arts, crafts, and hobby supplies including candle and soap making. Comparable craft category but broader hobby portfolio and direct-to-consumer retail model rather than niche wholesale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wspnews
• Facebookfacebook.com/WholesaleSuppliesPlus
• Instagraminstagram.com/wholesalesuppliesplus
• Pinterestpinterest.com/WholesaleSuppliesPlus
• TikToktiktok.com/@wholesalesuppliesplus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wholesale Supplies Plus