VILLAGE WAX MELTS LTD

What VILLAGE WAX MELTS LTD does

Village Wax Melts Ltd is a UK-based, privately held, bootstrapped direct-to-consumer home fragrance company founded in 2017 by husband-and-wife co-founders Abi & Karl in Greater Manchester. The company hand-pours wax melts, gel wax melts, reed diffusers, WoodWick candles, room sprays, and exfoliating soap sponges, all sold exclusively through its Shopify-powered e-commerce website serving UK households. Its claimed product differentiation rests on long-lasting fragrance (12 hours per standard melt, 40+ hours per 36g gel pot), 250+ scent options including perfume-inspired dupes, and vegan/cruelty-free formulations, with the company claiming to have developed the first bespoke designed wax melts in the UK in September 2019.

The business operates three revenue streams: one-time product sales across more than 18 product lines priced between £1.74 and £100, a monthly subscription box delivering 7 products at £14.99 for the first box and £24.99/month thereafter, and gift cards from £10. Free UK delivery is offered on orders over £35 via Royal Mail. Distribution is exclusively D2C with no retail or wholesale presence disclosed, although a wholesale enquiries email is published. Marketing relies on organic social media (Instagram, Facebook, TikTok, YouTube), influencer endorsements (notably Stacey Solomon's 2M-follower Instagram post in January 2020), content marketing through a blog, and email. The company has scaled from a kitchen operation to a 6,000 sq ft Manchester warehouse and claims to serve over 300,000 UK households with 12,000–13,000+ five-star Trustpilot reviews.

The company remains entirely founder-owned with no disclosed external investment, no M&A activity, and no geographic expansion beyond the UK. Operations are supported by an unspecified team in a single Manchester facility端 to-end capabilities from formulation to fulfilment remain in-house. The competitive position is built on brand reputation, product variety, and customer loyalty rather than proprietary technology, cost advantage, or scale.

Name

VILLAGE WAX MELTS LTD

Legal name

Village Wax Melts Ltd

Website

https://villagewaxmelts.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

UK-based direct-to-consumer home fragrance company that hand-pours and sells wax melts, gel wax melts, reed diffusers, candles, and soap sponges exclusively through its Shopify website to individual UK households, with a monthly subscription box as a recurring revenue layer.

Ownership category

akta.pro rank

Product category

Home Fragrance

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE)

Keywords

• Home fragrance products
• Scented wax melts
• Reed diffusers candles
• Fragrance subscription box
• Hand poured candles

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Product Sales (One-time): Direct e-commerce sales of wax melts, gel wax melts, reed diffusers, WoodWick candles, room sprays, exfoliating soap sponges, and bundles. Products range from £1.74 to £100 with various sizes and scents.
2. Subscription Box: Monthly fragrance subscription box containing 7 products worth £40-45. First box £14.99 intro price, then £24.99/month. Includes wax melts, gel wax melts, room spray, candle or reed diffuser, exfoliating soap sponge, and seasonal extras.
3. Gift Cards: Gift card vouchers available from £10, sold as gift presents for recipients to choose their own products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Village Wax Melts is a UK-based direct-to-consumer home fragrance brand that designs, hand-pours, and sells scented wax melts, gel wax melts, reed diffusers, WoodWick candles, room sprays, and exfoliating soap sponges. The company also operates a monthly fragrance subscription box delivering seven curated products per month to UK households.

Product overview

Village Wax Melts is a hand-poured luxury scented wax melts business founded in 2017 by husband-and-wife team Abi & Karl in Greater Manchester, UK. The company operates as an e-commerce-first business selling a diverse home fragrance portfolio built around their core wax melt products. Their primary offerings include traditional wax melts (providing 12 hours of fragrance per melt), gel/jelly wax melts (over 40 hours burn time per 36g pot), reed diffusers (lasting 6-12 weeks), WoodWick candles (with crackling wood wick effect), exfoliating soap sponges (lasting up to 4 weeks), and room sprays. The company differentiates through a monthly subscription box service delivering 7 products monthly (£14.99 first box, then £24.99/month), bundled gift sets, sample boxes, and specialized collections including mood therapy scents, bathroom diffusers, and carpet fresheners. All products are made in the UK with the company claiming to have created the first bespoke designed wax melts in the UK in September 2019. The company has grown from a kitchen operation to a 6000 sq ft warehouse with over 300,000 UK customers and 12,000+ Trustpilot reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• Wax Melts Hand-poured scented wax pieces warmed in a wax melt burner to release fragrance. Standard wax melts provide 12 hours of fragrance per melt. Made in Greater Manchester, UK.
• Gel Wax Melts Gel-based wax melts made from blended mineral oil that peel away cleanly from burners once cooled. Each 36g pot provides over 40 hours of burn time. Vegan and cruelty-free.
• Reed Diffusers Home fragrance products using natural reeds to absorb and release fragrance oil without heat or electricity. 150ml size with 7 reed sticks, lasting 6-12 weeks.
• WoodWick Candles Scented candles with wooden wicks that create a crackling sound when burning. Available in 30cl size with simple, stylish design.
• Exfoliating Soap Sponges Dual-sided sponges with exfoliating and soft sides, filled with 200g of scented glycerine soap. SLS-free, vegan, cruelty-free. Each sponge lasts up to 4 weeks.
• Room Sprays Long-lasting room sprays for instant home fragrance. Available in 100ml bottles for immediate fragrance refresh in any room.
• Fragrance Subscription Box Monthly subscription delivering 7 premium home fragrance products including wax melts, gel wax melts, room spray, candle or reed diffuser, and exfoliating soap sponge. First box £14.99 (worth £40+), then £24.99/month. Free delivery, skip or cancel anytime.
• Gift Cards Digital gift vouchers available from £10 for gifting, allowing recipients to choose their own products from the Village Wax Melts catalogue.
• Wax Melt Warmers and Burners Wax burners and warmers for use with wax melts, including tart burners designed to hold tealights.

Named customers3 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

Feature3 records

Scale indicators9 records

Recent moves9 records

Expansion highlights3 records

Direct peers

• DW Home: Direct-to-consumer scented candle, wax melt, and reed diffuser brand with strong review-driven e-commerce presence. Directly comparable on product mix (candles, melts, diffusers), DTC GTM, and reliance on social media review flywheel.
• Cosy Aromas: UK-based home fragrance specialist strong in wax melts, candles, and reed diffusers sold DTC. Overlaps with Village Wax Melts in wax melt SKUs, pricing tier, and direct-to-consumer gifting channel.
• Bridgewater Candle Company: DTC home fragrance brand specializing in jar candles, wax melts, and gift sets with strong subscription and bundle mechanics. Comparable on product mix, gifting, and direct-to-consumer subscription model.
• Scentsy: Iconic wax-melt brand built on a subscription/replenishment model with a consultant sales channel, directly competing on the core wax melt category. Comparable on product, recurring-purchase dynamic, and community/influencer-driven selling model — Scentsy operates at far greater scale globally.
• Bombay Candle Studio: UK-based boutique hand-poured home fragrance brand selling candles, wax melts, and diffusers through DTC e-commerce. Closest head-to-head competitor in positioning, geography, product mix, and small-batch artisanal branding.

Broad incumbents

• Jo Malone London: Premium British fragrance house with a dedicated home candle, reed diffuser, and room spray line sold DTC and through luxury retail. Comparable on UK luxury home-fragrance identity and gift-led purchase occasion, positioned well above Village Wax Melts on price tier.
• NEST Fragrances: Premium home fragrance brand offering candles, reed diffusers, and room sprays sold DTC and through department stores. Comparable on candle/diffuser/room-spray product mix and premium fragrance positioning, though US-centric versus Village Wax Melts' UK focus.
• The White Company: Established UK premium home and lifestyle brand with a significant candles, diffusers, and home fragrance range sold DTC and through retail. Comparable on UK premium home-fragrance positioning, but operates a much broader lifestyle assortment.
• Yankee Candle: Largest incumbent in the scented candle/home fragrance category globally, selling jar candles, wax melts, car fragrances, and diffusers. Directly comparable on product mix (wax melts and scented candles) but operates at much larger scale with mass-market retail distribution versus Village Wax Melts' boutique DTC model.
• WoodWick (by Yankee Candle Company): Premium candle brand specializing in wooden-wick candles with crackling sound effect. Village Wax Melts actually resells WoodWick candles, so WoodWick is both a product-line overlap and a potential upstream brand partner in the same category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCatDwEINrqGbBQ3UJVpfZBw
• Facebookfacebook.com/villagecandlesandmelts
• Instagraminstagram.com/villagewaxmelts
• TikToktiktok.com/@villagewaxmelts

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 VILLAGE WAX MELTS LTD