The Flaming Candle

What The Flaming Candle does

The Flaming Candle is a privately held U.S. specialty e-commerce retailer that supplies candle making ingredients and equipment to DIY hobbyists and small business producers. Founded in 2012 and operating from a single warehouse in Strongsville, Ohio (with listed headquarters in Boston, Massachusetts), the company runs a direct-to-consumer storefront under the Indimade Brands portfolio alongside sister brands WholesaleSuppliesPlus and NaturesGardenCrafts. The product catalog spans six core categories: candle wax (soy, paraffin, gel, beeswax, natural, and blends), fragrance oils (organized by type, craft, season, and scent family, including phthalate-free and comparable-luxury lines), wicks (cotton, wooden, zinc plus accessories), flameless home scenting products (reed diffusers, room sprays, wax melts, warmers), packaging (jars, tins, bottles, labels, molds, pour pots), and craft kits spanning candle, home scenting, and personal care categories.

The business operates a self-serve e-commerce go-to-market with no disclosed enterprise contracts and no institutional funding. Pricing is unit-based across a wide range (e.g., fragrance oils from approximately $4.53 to $495.64, wax flakes from $6.19 to $30.95), with periodic promotions, overstock sales, and bulk/wholesale tiers aimed at high-volume producers. Distribution is entirely domestic, with ground shipping discounts, freight delivery for large orders, and curbside pickup at the Ohio warehouse. The marketing mix is content-led, relying on a Shopify storefront, an extensive blog and resource hub with recipes and troubleshooting guides, email and SMS opt-in, and active social channels (Facebook, Instagram, Pinterest, YouTube, TikTok). Differentiators identified by the company include the depth of its fragrance library, the Bundle Builder customization tool, the Fragrance Formulator, and its educational content library.

Name

The Flaming Candle

Legal name

The Flaming Candle

Website

https://theflamingcandle.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

The Flaming Candle is a U.S. specialty e-commerce retailer supplying candle making ingredients and equipment — waxes, fragrance oils, wicks, packaging, and craft kits — to DIY hobbyists and small business producers. Operating under the Indimade Brands portfolio, it ships nationally from its Strongsville, Ohio warehouse.

Ownership category

akta.pro rank

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce retail of candle making supplies including waxes, fragrance oils, wicks, jars, packaging, and craft kits. Products are sold at various price points with discounts available through promotions, overstock sales, and bulk pricing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Flaming Candle sells candle making supplies direct-to-consumers through its e-commerce website, offering candle wax (soy, paraffin, gel, beeswax, natural, blends, additives), a large fragrance oil catalog, wicks, candle containers, lids, tins, molds, equipment, packaging supplies, flameless products (reed diffusers, room sprays, wax melts, wax warmers), and candle making kits and craft kits for DIY hobbyists and small candle businesses.

Product overview

The Flaming Candle is a specialty e-commerce retailer offering a comprehensive portfolio of candle making supplies and related craft products. The core offerings center around six main product categories: Candle Wax (soy, paraffin, gel, beeswax, and blends), Fragrance Oils, Wicks, Flameless Products, Packaging, and Crafts. The company positions itself as a curated supplier for both hobbyist and professional candle makers, with products ranging from small testing quantities (1-5 lb bags) to bulk wholesale cases. Notable products include Golden Wax 464 Soy as a flagship wax, extensive fragrance collections organized by scent family and craft use, and pre-packaged candle making kits for beginners. The business model emphasizes the 'Maker' community with educational resources, recipes, and a Bundle Builder tool for custom fragrance selections.

Differentiator

Problem solved

Functional benefit

Products and services

• Candle Wax

Segments2 records

Ideal customer profiles2 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 BrandsminorOthersIndimade Brands is a parent company mentioned in the footer. The Flaming Candle is part of the Indimade family of brands serving makers and crafters.
• WholesaleSuppliesPlusminorOthersWholesaleSuppliesPlus is listed as a related brand serving makers with supplies. Part of the same maker community ecosystem.
• NaturesGardenCraftsminorOthersNaturesGardenCrafts is referenced as a related brand with the tagline 'Make What You Love'. Part of the maker-focused brand ecosystem.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lone Star Candle Supply: Texas-based candle making supply retailer offering waxes, fragrance oils, wicks, jars, and equipment to hobbyists and small commercial makers. Comparable catalog depth, customer segments, and e-commerce-led distribution.
• Natures Garden Candle & Soap Supplies: Sister brand under Indimade Brands offering candle and soap making supplies including waxes, fragrance oils, wicks, and packaging. Direct overlap in product catalog and target customer (DIY candle and soap makers), with shared parent allowing cross-brand comparison.
• WholesaleSuppliesPlus: Sister brand focused on wholesale and bulk candle and soap making supplies. Closely comparable in product mix (waxes, fragrances, wicks, packaging) but differentiated by tier — wholesale pricing for higher-volume producers — making it a direct peer within the Indimade ecosystem.
• CandleScience: Major US-based direct-to-consumer retailer of candle making supplies including waxes, fragrance oils, wicks, jars, and kits. Directly comparable in product assortment, target customer (DIY and small commercial candle makers), and e-commerce GTM model.
• Bramble Berry: Specialty supplier of soap, candle, and personal care craft ingredients including waxes, fragrance oils, and kits. Highly comparable customer base (DIY makers and small businesses), educational content approach, and curated supply catalog.
• Bulk Apothecary: Large US supplier of fragrance oils, essential oils, soap bases, and candle making supplies at wholesale and bulk pricing. Comparable in product categories (fragrance oils, wax, packaging) and small-business customer segment.
• Aztec Candle & Soap Supplies: Specialty retailer of candle and soap making supplies including wax, wicks, fragrance oils, and packaging. Direct overlap in core candle-making categories and target customer base.

Emerging players

• Rustic Escentuals: Smaller fragrance oil and home scenting supplies retailer offering candle, soap, and diffuser supplies. Partial overlap with The Flaming Candle, particularly in fragrance oils and home scenting categories, but with a more limited catalog.

Broad incumbents

• Yankee Candle (Newell Brands): Iconic finished candle brand owned by Newell Brands, selling mass-market scented candles, home fragrance, and car air fresheners. Operates in the same end category (home fragrance/candles) but at the consumer/finished-product level rather than supplies, providing indirect competitive context.
• Bath & Body Works: Large specialty retailer of finished home fragrance, candles, and personal care products. Not a supply competitor, but represents the broader home fragrance retail demand that supports the DIY candle-making supply category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCSmLNUS85K38VG5_JfeaYOQ
• Facebookfacebook.com/TheFlamingCandleCompany
• Instagraminstagram.com/theflamingcandleco
• Pinterestpinterest.com/theflamingcandleco
• TikToktiktok.com/@theflamingcandle?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Flaming Candle