Now Burning: The Story Behind Italic Candles

Our VP of Merchandising, Annie Chen, gives us the scoop on how our line of scented candles came to be.

Story: Annie Chen

Why candles?

A: I have to confess that I am a total candle addict.  I love gifting them, discovering new scents, decorating my home with them.  But there is something about burning a candle that has always felt indulgent - which makes sense when they can easily cost $100 each!  With our candles, I wanted to create that excitement and delight that comes with opening and burning a beautifully packaged candle with an intoxicating scent - but without the guilt.  It's an opportunity to introduce a bit of luxury into the everyday.

What makes Italic candles unique?

A: First, we work with a local woman entrepreneur who started her company a few years ago right in our backyard - West Hollywood.  She takes a great deal of pride in the ingredients and process of creating the candles, and her excitement is contagious.  The whole office has become candle-obsessed!  Our candles are formulated with vegan soy wax sourced from farms in Kansas.  Rather than use synthetic scents, our candles get their incredible fragrance from natural essential oils made in the same factory that supplies brands such as Le Labo and Tom Ford.  The candles are hand-poured into jars made from reclaimed glass from the ocean (this is one of my favorite details!).  Finally, our Creative Director Nick designed the beautiful packaging to create a premium unboxing experience.  We are very proud of the fact that our candles are non-toxic and ethically made from the finest raw materials available.  

Rather than use synthetic scents, our candles get their incredible fragrance from natural essential oils made in the same factory that supplies brands such as Le Labo and Tom Ford.
Our candles are made with 100% soy wax because it's clean and offers a longer burn time. 

How did you pick these five scents?

A: That was the really fun part!  We tested over 30 different scent formulations for months before selecting these five - it wasn't easy to narrow it down!  The final five we selected are not just delicious, but also incorporated many ingredients we love including Palo Santo, Oud, and Rose.  We struck a balance between fruity and floral, heavier and lighter scents to ensure there is something for everyone.  As a bonus, a lot of the scents we incorporated also are known to have medicinal benefits such as Oud which promotes sleep and Amber for anti-anxiety.


Which scent is your favorite?

A: That's like asking someone which kid is their favorite!  It's a really tough one but it's a two way tie between Palo Santo Lilac Jasmine and Oud Vetiver.  We had everyone in our office vote on their favorite and we were completely split.  I think that means we did a good job in selecting the scents for our launch.  The good news is at only $35, you don't have to choose just one.


What's a fun fact about the candles?

A: The Palo Santo wood used is blessed by a Shaman in India!