Candle Warmers Etc.

What Candle Warmers Etc. does

Candle Warmers Etc. is a privately held home fragrance company founded in 2001 and headquartered in Layton, Utah. The company designs, manufactures, and distributes candle warming products, including fragrance warmers, lamps, lanterns, wax melts, room perfume diffuser oils, and accessories. Its products are built around several proprietary technologies: top-down halogen warming for flameless fragrance release, patented fan technology in its Illuminaire line for distributing scent, Flip Dish silicone dish technology, and warming plates with LED lighting. The company markets itself as the original candle warmer brand and operates an Airome sub-brand focused on essential oils.

The business runs a dual-channel go-to-market model. Direct-to-consumer revenue is generated through candlewarmers.com, with products priced in a $2.99–$41.99 range across warmers, accessories, and consumables. A parallel B2B wholesale channel is operated through candlewarmerswholesale.com, supplemented by international wholesale distribution and physical retail placement facilitated via a store locator. The company does not operate a subscription model. Marketing is conducted through owned social channels (Instagram, Facebook, Pinterest, Twitter, YouTube), TikTok, an email newsletter, a content blog, and seasonal trade show participation in Atlanta, Dallas, and Las Vegas.

The product catalog spans multiple categories — Classic, Artisan, Odor Eliminating, and Aromatherapy wax melts; WallScents fragrance oil refills; replacement bulbs, dishes, and shades; seasonal/holiday SKUs; and bundled gift sets. The company holds trademarks (WallScents) and patents on key warming mechanisms, which together form the core of its differentiation in a fragmented home fragrance market.

Name

Candle Warmers Etc.

Legal name

Candle Warmers Etc.

Website

https://candlewarmers.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Candle Warmers Etc. is a privately held home fragrance company founded in 2001 that designs and sells flameless candle warmers, wax melts, fragrance oils, and accessories via DTC e-commerce, B2B wholesale, and international distribution.

Ownership category

akta.pro rank

Product category

Home Fragrance Products

NAICS

Residential Electric Lighting Fixture Manufacturing (335131), Electric Lighting Equipment Manufacturing (3351)

SIC

Electric Housewares & Fans (3634), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)

Keywords

• Candle warmers
• Wax melts
• Home fragrance
• Fragrance lamps
• Aromatherapy products

Headquarters

HQ city

Layton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (Retail): The company generates revenue through direct-to-consumer sales of candle warmers, wax melts, fragrance oils, and accessories via their e-commerce website. Products include one-time hardware purchases (warmers, lamps) and consumable replenishment items (wax melts, fragrance oils, replacement bulbs).
2. Wholesale B2B Sales: B2B wholesale distribution through their wholesale portal to brick-and-mortar retail stores. Offers international wholesale accounts with tax ID verification and resale certificate requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Candle Warmers Etc. designs, distributes, and sells flame-free candle warming hardware (fragrance warmers, candle warming lamps and lanterns) and complementary fragrance consumables (wax melts, fragrance oils, and refills) for home use. The company also operates a wholesale B2B portal (candlewarmerswholesale.com) supplying brick-and-mortar retailers, and a sub-brand, Airome, for essential oils.

Product overview

Candle Warmers Etc. offers a comprehensive home fragrance product portfolio centered around flame-free candle warming technology. The core offering consists of multiple warmer categories (2-in-1 Classic/Deluxe Fragrance Warmers, ArtScents Wax Warmers, Crock Candle Warmers, Flip Dish Warmers, Illuminaire Fan Fragrance Warmers, Illumination Warmers, Pluggable Fragrance Warmers, WallScents Pluggables, and Wax Warmers) and Lamps & Lanterns (Arched, Aurora, Beacon, Cottage, Fluted Glass, Garden, Hurricane, Pendant, Tin Punched, and Wooden styles). The product ecosystem is supported by accessories (Replacement Bulbs, Flip Dishes, Lamp Shade Replacements) and complementary fragrance products including Classic/Artisan/Aromatherapy/Odor Eliminating Wax Melts, Room Perfume Diffuser Oils, and WallScents Fragrance Oil Refills. Seasonal Holiday Warmers and Holiday Fragrances are offered alongside Getting Started Bundles for new customers. A sub-brand, Airome, provides essential oils. All warmers use either halogen bulbs, warming plates, or LED lighting technology to release fragrance without flame, eliminating fire hazards, soot, and smoke associated with burning candles.

Differentiator

Problem solved

Functional benefit

Brands

• Airome: Essential oils and aromatherapy products brand

Products and services

• 2-in-1 Classic Fragrance Warmers Versatile warmers that allow users to warm wax melts in the dish or place a jar candle directly on the warming plate.
• 2-in-1 Deluxe Fragrance Warmers Deluxe warmers featuring LED lighting and a taller base, allowing warming of wax melts in the dish or jar candles on the warming plate.
• ArtScents Wax Warmers Trend-focused decorative wax warmers incorporating artistic designs with functionality for warming wax melts.
• Crock Candle Warmers Decorative warmers that encase the entire candle, melting wax from sides and bottom for even fragrance release.
• Flip Dish Pluggable Warmers Pluggable warmers with flexible silicone wax dishes that can be twisted for vertical/horizontal outlets; ideal for small spaces.
• Flip Dish Wax Warmers Wax warmers with flexible silicone dish that pops out cooled wax for easy fragrance switching; uses warming plate instead of bulbs.
• Illuminaire Fan Fragrance Warmers Patented fan technology circulates fragrant breeze into the air for larger spaces, with LED light creating candle ambiance without flame.
• Illumination Warmers Halogen bulb warmers that create ambiance and fragrance of lit candles without flame, soot, or pollutants; includes Canopy and Midsize sub-variants.
• Plate Candle Warmers Warmers that melt scented candles from the bottom up to release fragrance.
• Pluggable Fragrance Warmers Wall-plug warmers for vertical/horizontal outlets, ideal for small rooms and spaces.
• WallScents Fragrance Warmer Pluggable Compact plug-in warmers designed to fill spaces with long-lasting scent using scented oil refills.
• Wax Warmers Compact warmers using warming plates with removable dishes for releasing fragrance from wax melts without open flame.
• Lamps & Lanterns Candle warming lamps and lanterns using soft halogen bulbs to warm candles from top down without flame, soot, or pollutants. Includes Arched, Aurora, Beacon, Cottage, Fluted Glass, Garden, Hurricane, Pendant, Tin Punched, and Wooden style variants.
• Classic Wax Melts Soy wax blend wax melts with high fragrance load in 2.5oz and 5oz sizes, available in dozens of scents.
• Artisan Wax Melts Hand-poured soy blend wax melts with extra high fragrance load for longer-lasting melts in visually appealing forms.
• Odor Eliminating Wax Melts Wax melts combining soy blend wax with proprietary all-natural odor-eliminating solution in clean, fresh fragrances.
• Aromatherapy Wax Melts Soy wax melts made with essential oils for aromatherapy experience, free of dye and sustainably sourced.
• Room Perfume Diffuser Oil Premium fragrance oils for use in diffusers or to refresh wax melts for home fragrance.
• WallScents Fragrance Oil Refills 24mL fragrance oil refills designed for WallScents pluggable warmers in popular wax melt fragrances.
• Holiday Warmers Holiday-themed candle warmers including gingerbread house, snowman, Santa, gnome, and festive fireplace designs.
• Holiday Fragrance Seasonal wax melts in holiday scents including Balsam Fir, Christmas Magic, Cranberry Sage, and Pumpkin Spice.
• Getting Started Bundle Curated bundles combining warmers with wax melts and candles for new customers, including Fragrance Warmer Bundle, 2-in-1 Warmer Bundle, and Lamps & Lanterns Bundle options.
• Replacement Bulbs Replacement bulbs including NP1 35W, NP5 Blister Pack, NP7 Plug-in 15W, and Vintage Style NP3 40W bulbs.
• Flip Dishes Replacement and additional flip dishes for flip dish wax warmers, including standard and large sizes.
• Lamp Shade Replacements Replacement lamp shades for candle warmer lamps.
• Airome Sub-brand Sub-brand offering essential oils and related products, available at airome.candlewarmers.com.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Expansion highlights5 records

Direct peers

• Voluspa: Premium home fragrance brand specializing in clean-burning scented candles and diffusers with designer packaging. Directly comparable in premium candle category, gift-channel wholesale presence, and décor-forward product positioning.
• Capri Blue: Cult-favorite home fragrance brand known for its signature canned candles, room sprays, and diffusers. Directly comparable in the gifting and home décor candle space with strong social media presence and DTC-plus-wholesale channel mix.
• Scentsy: The dominant direct competitor in the candle warmer and wax melt category, selling nearly identical products (warmers, wax bars, fragrance diffusers) through both DTC and a multi-level marketing consultant network. Directly comparable in product, customer base, and channel mix, but with meaningfully larger scale and brand awareness.
• Illume: Specialty home fragrance and candle brand offering scented candles, diffusers, and warming products targeted at the gift and home décor channel. Directly competes in the candle warmer / fragrance product category with overlapping wholesale distribution into gift shops.
• Goose Creek Candle: Large direct-to-consumer scented candle brand with an extensive scent library and competitive pricing. Comparable in DTC scale, product breadth (scented candles and adjacent home fragrance), and reliance on seasonal/limited-edition drops to drive repeat purchase.
• Chesapeake Bay Candle: Mid-tier scented candle brand offering premium home fragrance products including candles, diffusers, and room sprays. Comparable in mid-premium positioning, candle/wax melt product mix, and wholesale presence in gift and home retailers.

Broad incumbents

• Yankee Candle (Newell Brands): Mass-market leader in scented candles and home fragrance owned by Newell Brands. Broad incumbent offering overlapping products (candles, car air fresheners, diffusers) at scale across mass retail, DTC, and wholesale — competing with Candle Warmers Etc. for shelf space and consumer mindshare, though not specializing in candle warming hardware.
• Bath & Body Works: Large specialty retailer and brand of personal care and home fragrance products including candles, room sprays, and diffusers. Broad incumbent with overlapping candle/home fragrance category presence and significant national retail footprint, but distinct core focus on personal care.

Emerging players

• Scentsationals: Direct-to-consumer and mass-channel home fragrance brand offering candles, room sprays, reed diffusers, and fragrance warmers. Partial overlap with Candle Warmers Etc. in candle warming hardware and wax melt consumables, often positioned at more accessible price points in mass retail.
• Pura: Smart home fragrance diffuser company combining hardware with a fragrance refill marketplace and app-controlled scheduling. An emerging technology-forward adjacency to traditional candle warming that competes for the same consumer use case (home fragrance without open flame) with a more tech-enabled go-to-market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/candlewarmeretc
• YouTubeyoutube.com/channel/UCFQWwbcOuhyu18UMjfPowRQ
• Facebookfacebook.com/candlewarmersetc
• Instagraminstagram.com/candlewarmers
• Pinterestpinterest.com/candlewarmers/candle-warmers-etc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Candle Warmers Etc.