Wild Susan

What Wild Susan does

Wild Susan (legal entity: The Wild Susan Co) is a privately held, Austin, Texas-based maker of handcrafted natural soy candles and complementary home fragrance products, founded in 2018. The company produces candles, wax melts, room sprays, diffuser oils, and incense sticks using natural soy wax, metal-free cotton wicks, and phthalate-free fragrance oils, all handmade in its Austin production studio. Its anchor product line, the ATX Series, organizes scents around Austin neighborhoods and landmarks (e.g., Barton Springs, Lady Bird Lake, Zilker, South Congress), establishing a local-identity positioning.

The company sells through a multi-channel model: direct-to-consumer e-commerce via its Shopify storefront, a physical studio shop (currently under renovation with curbside pickup available), a network of 20+ retail stockists across Austin and Texas including hotels, boutiques, gift shops, and spas, and recurring participation in weekend markets and events across Texas. Revenue streams include one-time product sales, a monthly candle subscription box ($41.99/month for two candles), $75 Pour Party candle-making workshops, and wholesale or consignment arrangements with retail partners. The company ships domestically with free shipping over $49 within the continental US, free delivery within 10 miles of its NW Austin studio, and internationally to 29+ countries.

Wild Susan operates with 1-10 employees and is independently owned with no disclosed institutional investors, parent company, or external funding rounds. Pricing spans $6.99 for small tins and wax melts up to $29.99 for 11oz tumbler candles, with aromatherapy products priced up to $14.99. Customer testimonials indicate repeat-buyer loyalty, and the company emphasizes non-toxic, naturally-derived ingredients as its principal functional differentiator.

Name

Wild Susan

Legal name

The Wild Susan Co

Website

https://wildsusan.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild Susan is an Austin, Texas-based handcrafted natural soy candle and home fragrance company founded in 2018, selling via Shopify DTC, 20+ Texas retail stockists, markets, and subscription and workshop experiences to individual consumers and gift-givers.

Ownership category

akta.pro rank

Product category

Artisanal Home Fragrance

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE)

akta.pro secondary industries

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Natural & Clean Fragrance (CRABADAG)

Keywords

• Handcrafted soy candles
• Home fragrance products
• Artisanal candle subscription
• Natural aromatherapy goods
• Candle making workshops

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online sales of candles, wax melts, room sprays, diffuser oils, and incense through their Shopify storefront. Products sold in multiple vessel sizes (small tin, large tin, tumbler) and formats.
2. Subscription Boxes: Monthly candle subscription boxes delivering 2 candles per month, with pricing starting at $41.99. Provides recurring revenue and customer retention.
3. Pour Party Workshops: In-person candle-making workshop experiences priced at $75, where customers create custom-scented candles under guidance. Includes materials and refreshments.
4. Wholesale/Bulk Orders: Special pricing available for large orders, custom orders, wholesale batches, and consignment arrangements for retail partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Wild Susan handcrafts and sells natural soy candles and home fragrance products from its Austin, Texas studio, including the ATX Series of candles and wax melts named after Austin neighborhoods, plus room sprays, diffuser oils, and incense sticks made with phthalate-free fragrance oils. The product line is supported by a monthly candle subscription box service and in-person Pour Party candle-making workshops. All products are handmade in Austin with natural soy wax and cotton wicks.

Product overview

Wild Susan is a handcrafted candle and home fragrance company based in Austin, TX, offering a cohesive product ecosystem centered around natural soy wax candles and complementary fragrance products. The core ATX Series features soy candles and wax melts in over 20 Austin neighborhood-inspired scents (Barton Springs, Lady Bird Lake, Zilker, South Congress, etc.), available in multiple formats (candles, wax melts, room sprays, diffuser oils, and incense sticks). The product line is supported by a monthly candle subscription box service and the Pour Party interactive candle-making workshop experience. All products use natural soy wax, cotton wicks, and phthalate-free fragrance oils. The company sells directly through its Shopify e-commerce platform and through retail stockists across Texas.

Differentiator

Problem solved

Functional benefit

Products and services

• ATX Series Soy Candles Hand-poured soy candles available in multiple vessel sizes (Small Tin 4oz, Large Tin 8oz, Tumbler 11oz), featuring Austin neighborhood-inspired scents such as Barton Springs, Lady Bird Lake, Zilker, South Congress, and Mueller. Made with natural soy wax, cotton wicks, and phthalate-free fragrance oils.
• Wax Melts Soy wax melts in Austin-inspired scents, available in small and large cube formats. Small cubes deliver approximately 24 hours of fragrance and large cubes approximately 60 hours per cube.
• Room Sprays 4oz room sprays delivering 400-500 sprays per bottle, formulated with natural and naturally-derived materials free of phthalates, parabens, formaldehydes, and sulfates.
• Diffuser Oils 1oz glass bottle ultrasonic diffuser oils for water-based fragrance diffusers. Recommended use is 5-10 drops per application.
• Incense Sticks Handcrafted incense sticks offering approximately 45-60+ minutes of burn time per stick, currently available in Zilker and Barton Springs scents.
• Monthly Candle Subscription Boxes Recurring monthly subscription delivering 2 candles per shipment, starting at $41.99 USD for the small tin option. Provides automated recurring fragrance discovery for individual consumers.

Quantifiable outcome

• Burn times up to 60 hours for tumbler candles
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered minor.

• Andice General StoreminorChannel Partner/ Reseller/ DistributorAustin-area general store and gift shop retailing Wild Susan products.
• AtownminorChannel Partner/ Reseller/ DistributorAustin boutique with two locations (original and 2nd Street) retailing Wild Susan candles and home fragrance products.
• Austin Gift CompanyminorChannel Partner/ Reseller/ DistributorAustin-based gift shop specializing in local products including Wild Susan candles.
• Blue ElephantminorChannel Partner/ Reseller/ DistributorAustin boutique retailing Wild Susan home fragrance products.
• Colton House HotelminorChannel Partner/ Reseller/ DistributorBoutique hotel in Austin with gift shop selling Wild Susan products to guests.
• Hyatt Regency Austin Gift ShopminorChannel Partner/ Reseller/ DistributorMajor hotel chain gift shop in Austin retailing Wild Susan candles.
• Spa by JW (JW Marriott Austin)minorChannel Partner/ Reseller/ DistributorLuxury hotel spa retail area selling Wild Susan home fragrance products.
• Felix T Jack Men's HaberdasheryminorChannel Partner/ Reseller/ DistributorMen's haberdashery in Wimberley, TX retailing Wild Susan products.
• Rockport Center for the Arts Gift ShopminorChannel Partner/ Reseller/ DistributorArt center gift shop in Rockport, TX selling Wild Susan candles.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• P.F. Candle Co. Los Angeles-based artisanal soy candle maker with strong wholesale presence and a comparable size and founder-led character. Directly comparable on handcrafted soy production, wholesale channel strategy, and DTC-first positioning.
• Capri Blue: Iconic branded candle company known for its signature volcano-shaped jar and fragrance-forward products, distributed widely through boutique and home retail. Comparable on branding-led home fragrance positioning and boutique/spa/hotel channel presence.
• Homesick: Direct-to-consumer candle brand built entirely around location-themed scents (cities, states, countries) — the closest analogue to Wild Susan's Austin-themed ATX Series. Competes for the same gifting and identity-driven home fragrance customer with a much larger catalog and broader geographic footprint.
• Otherland: Premium DTC candle brand with vibrant packaging and a built-in subscription model, positioning itself in the same artisanal giftable candle segment. Directly comparable on product, target customer (gift-givers, lifestyle buyers), and recurring revenue architecture.
• Boy Smells: Gender-inclusive artisanal candle brand using coconut and beeswax blends with a distinct aesthetic and cult following. Comparable on premium DTC candle positioning, design-forward branding, and selective wholesale to design-led boutiques.
• Slow North: Texas-based small-batch natural candle and home fragrance maker with a clean-ingredient positioning similar to Wild Susan's phthalate-free, soy wax approach. Closest geographic and values-aligned peer in the artisanal natural candle category.
• Brooklyn Candle Studio: Small-batch, hand-poured soy candle brand founded in Brooklyn with minimalist aesthetic and city/place-inspired scents. Mirrors Wild Susan's positioning as a local-identity artisanal candle maker with wholesale and DTC distribution.

Broad incumbents

• Yankee Candle: Largest mass-market candle brand in the U.S., owned by Newell Brands, with extensive retail and own-store distribution. Sets the price-perception and shelf-availability baseline against which Wild Susan must differentiate as an artisanal alternative.
• Mrs. Meyer's Clean Day: Established national home and personal care brand in the 'clean' ingredient segment, sold through mass retail. Represents the scaled, mainstream version of the natural home fragrance positioning Wild Susan competes within at a much smaller scale.
• Bath & Body Works: Major home fragrance and personal care retailer with hundreds of company-owned stores and a continuously refreshed candle and room spray assortment. Represents the dominant competitive force in the U.S. home fragrance category and a primary benchmark for retail placement economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wildsusanco
• TikToktiktok.com/@wildsusan
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/wildsusanco

Revenue estimate

Valuation estimate

Number of profiles

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 Wild Susan