How To Start A Wax Melt Business in the UK

We’re assuming you have already perfected your products and need help with everything else that comes with running your own business. 

This is the part that's tricky -  most people get this wrong and set themselves up for failure without knowing it.

Starting a wax melt business requires more than just wax and fragrance. If you want to turn your hobby into a proper income stream, you’ll need to think beyond the product itself.

Here’s what you’ll need to begin:

✅ The Basics:

• Wax, fragrance oils, moulds, packaging
• A safe workspace for making products
• Legal CLP-compliant labels
• Business insurance

✅ The Business Foundations:

A clear brand identity (name, logo, visuals, messaging)

Your brand isn’t just your name and logo (though those are important!) - it’s the feeling people get when they come across your business. Think about your colours, fonts, photography style, tone of voice, and even the type of scents you want to be known for. Are you warm and cosy? Luxurious and elegant? Fun and playful

Your branding should reflect that and stay consistent across your packaging, social media, website, and more.

A social media presence - even before you start selling

One of the biggest mistakes we see is people waiting until their products are ready before showing up online. But building a business is about building trust - and that takes time. Even if you're not ready to launch just yet, start sharing behind-the-scenes posts, testing updates, scent inspiration, or your business journey. It helps you build an audience who are ready and excited to buy from you when the time comes.

A basic understanding of your ideal customer and what they’re looking for

Not everyone is your customer - and that’s okay. The more specific you can get about who you’re selling to, the easier it becomes to design products, write captions, and price with confidence.

Are they mums looking for a little self-care? Young professionals who love luxe home décor? Wax melt collectors who want something new every week? Book lovers looking for matching scents to their favourite books?

Understanding what your customer wants helps you avoid becoming “just another wax melt business.”

A plan for where and how you’ll sell (e.g., website, markets, Etsy)

Finally, think about the sales channels that make the most sense for you. Will you start with a website? Test the waters at local markets? Use Etsy to reach a wider audience? Each one has pros and cons - and what works for someone else might not work for you.

What matters is having a plan in place so you’re not scrambling the day your products are ready to launch.

Example: “Our website reopened three days ago after being closed for nearly two months-and I'm so glad I took the time to sort everything out before relaunching. In just three days, we've already had 40+ orders!” _ Thomas from T&J Scents

Starting small is fine - starting strategically is better.

How to make wax melts that sell

We’re often asked: “How do I make wax melts people will actually buy?” And the answer isn’t about the recipe - it’s about the presentation and positioning. Anyone can make a great wax melt, let’s be honest - it’s not hard! What is hard is knowing how to market them! 

Here’s what actually sells a product:

• A clear brand message that connects with your ideal customer
• Consistent, professional visuals (photography, packaging, social media)
• A product range that’s focused - not overwhelming
• Building excitement before your launch so people are ready to buy

It’s not enough to just create a product. You need to give people a reason to care. A strong pre-launch strategy (like the one included in our Launch Your Brand in 30 Days Kit) will help you build an audience before you even release your first product.

Example: “We launched and since new years day (launch day) we’ve had a steady stream of orders every day” _ Jaki from Wickwood Cottage

Is a wax melt business profitable?

Yes, a wax melt business can be profitable - but only if you plan for profit from day one.

This is something we see so many businesses stumbling over or plain getting it wrong. Pricing your products correctly from day one can be the difference between successfully growing your business or failing.

Here’s a simple pricing formula to help you:

Cost of materials + time + overheads x 4 = Retail price

It’s not about picking a number that feels fair or “affordable.” You need to account for:

• Your time
• Packaging, delivery materials, and admin
• Growth - can you afford to reinvest?
• Profit margins for future discounts, stockists, or wholesale

Profit isn’t greedy - it’s what keeps your business alive.

Without it, you’ll burn out or give up. Pricing with confidence is part of being a business owner, not just a maker.

Example: “First quarter for us was great. We have been implementing some of the tools and methods you have taught and I’m seeing the difference.” _ Amanda from Shining Goddess

How to start a wax melt business the right way

There’s no single perfect path - but there is a smart one. If we were starting from scratch today, we would do many things differently.

This is what we’d do:

1. Do your research

Understand your market and your ideal customer. What scents do they love? What price points are they comfortable with? What brands are they already buying from?

It’s important to know your audience and define your niche. You don’t want to be selling standard products to everyone.

2. Sort your compliance

CLP labels aren’t optional. You need to label every product legally, even if you’re “just testing.” Get your SDS, get the Compliance Kit and make sure your insurance is in place before selling to the public.

3. Test with purpose

Testing isn’t just about scent throw - it’s about consistency, packaging durability, shipping, and customer experience. Don’t rush this.

Get your friends and family involved in this step and get real-time feedback throughout the process.

4. Build a brand, not just a logo

Your brand is how people feel when they experience your business. Nail your tone of voice, product photography, packaging design, and overall aesthetic.

Make sure your brand stands for something your customer care about. Build your niche around your customers pain points and offer them a solution through your products. 

5. Start marketing early

Your audience won’t magically appear on launch day. Start showing up consistently on social media, email, or wherever your ideal customer hangs out.

Take this time to build your audience, engage with them in a meaningful way and capture their interest. Think long term here - build trust and loyalty with your audience from day one.

Example: “I wanted to show you the increase within a week. 1.3k V 3.1k and that's just in the last week.I've accounts coming over regularly to like or comment and they are even interacting with my stories.” _ Rachel from Little Ideas With Love

Final thoughts

Starting a wax melt business in the UK is completely doable - but if you want it to be more than just a hobby, you need to treat it like a business from day one.

Focus on:

• Building a strong foundation
• Understanding your market
• Pricing for growth
• Showing up where your audience is
• Staying compliant and professional

If you’re serious about launching your business properly and want a step-by-step roadmap, our Launch Your Brand in 30 Days Kit gives you the strategy, structure, and support to do just that. It’s designed to help you turn your idea into a real, income-generating brand-with confidence.