Meet Sir Candle Man, the candle connoisseur of TikTok whose journey into the world of fragrances began in the most enchanting way—during a serendipitous visit to Paris. With a keen eye for captivating scents and a flair for storytelling, our guest has transformed his love for candles into a thriving platform, where he celebrates the artistry behind each unique creation. From exploring unexpected seasonal fragrances to collaborating with luxurious brands like LAFCO and Maison Francis Kurkdjian, Sir Candle Man is redefining what it means to experience home fragrance. In this interview, he enlightens us about his favorite scents, emerging trends in the candle industry, and the authentic voice that has helped him build a dedicated community of candle lovers. Get ready to be inspired by his unique insights and passion for all things aromatic!
1. What are your favorite candle scents for different seasons?
I love doing unexpected scents for the different seasons. Instead of citrus and floral scents for summer or spring, I love to add a crisp and clean cedar with a touch of airy musk. For the fall, instead of the usual pumpkin and cinnamon, I love a warm amber. For holidays and winter, I do actually love a piny and woody scent, but I like to brighten up the energy with a fruity stone fruit.
2. Do you have any favorite candle brands that you love to work with or use personally?
Yes, I have a few favorite brands, but I make it a point to stay open to new discoveries. I love all things LAFCO, given their luxurious DNA in all scents. I love Maison Francis Kurkdjian scents for their precise perfumery. I enjoy Scents of Wood candles for their decadent boozy scents – they have perfumes on Scentbird which I love. Apotheke’s Charcoal candle is a hit for every season, and you can also find it on Scentbird. I also started enjoying Drift, which I discovered thanks to Scentbird. The vessel is so chic.
3. What trends do you see emerging in the candle industry?
The candle industry is coming off the high of the pandemic, and those were good times for home fragrance. Now, brands are realizing they need to innovate a little more to keep growing. Some trends I am enjoying are:
- Functional fragrance: I have been seeing candles that double as wax oils for skin, which is interesting.
- Collaborations: Brands have been doing interesting collaborations to drive awareness – e.g. Maison Francis Kurkdjian and the Olympics, P.F. Candle Co. and Peanuts and Literie and Mean Girls. You have to find new brand associations to generate consumer awareness.
- New notes: I love the evolution of seasonal scents. LAFCO just released a plum-forward holiday candle called Plum Absinthe which is a push beyond the usual pine and fir candles.
4. What makes a candle stand out to you as something worth featuring on your platform?
I always say that a great candle has three things—scent, style, and strength—but before I get to reviewing a candle across those three attributes, I look for one thing first—story! With so many candles in the market, having an authentic and intriguing brand story will pique my interest. Ultimately, the best videos are the ones where I tell a story so if a candle brand has a compelling story, that makes it easier for me to be inspired to create a video.
5. What sparked your love for candles in the first place?
I like to say that “fragrance found me”. During a trip to Paris, I was in a department store waiting around for my friends to finish shopping, so to bide my time, I started smelling perfumes and candles. I smelled a candle that captivated me so much that I had to post about it. Sir Candle Man was born in that moment.
6. How has your relationship with candles evolved since becoming an influencer?
Candles have helped me be more open. When I started, I loved mostly woody and deep candles. Over time, I’ve been able to expand my range of notes thanks to the candles that brands have sent me. I am more open than I have ever been so I would say, I am much more adventurous in what I will try.
7. Do you have a personal candle collection, and if so, what’s your favorite candle of all time?
Yes! I have a really expansive and fun collection that I curate. I give my friends lots of candles, but I keep my favorites. LAFCO made my favorite candle. After my collaboration with them called “Heart of The Matter” – the perfect vanilla woody candle, my all time favorite candle is LAFCO’s Feu du Bois. The candle is like an old cathedral with a subtle, sweet resin note. Leather, frankincense, and sandalwood make for a magical concoction.
8. Are there any candle brands or products on your wishlist that you haven’t yet tried?
Honestly, not really. I am pretty open, so I will try any brand almost once. I am grateful to receive and try anything. There is a brand called Mad et Lan, which is luxurious and niche with vessels made in the Alps. I would like to try more from them.
9. What advice would you give to someone looking to build a following around their passion for candles?
There is one thing that has served me well, and whenever I deviate from it, my growth falters. The key to building a following online is to be authentic. That word is used very often, but it truly means just being yourself. Instead of copying other people’s videos or joining trends, review the candles in your own way. Use your real voice, your own tone, your own lingo, and your own personality. That will make you stand out and build a community. Once you have a community, provide them with value and engage all the time. Don’t just post and go; post and engage.
