Spotlight On... Home Fragrancing

Spring is a time of green shoots and renewal, and that’s certainly true of the Springtime fragrances that will be wafting our way in the next few months.

Wellbeing and escapism are two of the biggest trends as are bright Spring colours that reflect the season.

“For Spring 2022, we are introducing more positive vibrant shades to the colourful palette of our Life In Bloom collection,” highlights Ashleigh & Burwood’s PR manager Deborah Bettinson. “With these refreshed colours come new uplifting fragrances. Lotus Flower & Watermelon is teamed with shocking pink, while Wisteria & White Woods is complemented by sky blue and Orange Blossom & Mandarin is coupled with zesty orange, with the colours and scents designed to bring a burst of positive energy to the home.”

Meanwhile, balancing the vivacity of the new Life In Bloom additions, the company has also designed new fragrances for The Scented Home reed diffusers and lamp fragrances that cater to the trend for escapism, with the relaxing Every Cloud and Tropical Escape fragrances embracing escapism for Spring/Summer.

Best Kept Secrets has embraced Spring with colourful candles and tea lights. “With yellow the colour of happiness, optimism, creativity and sunshine, we have a redesigned freesia, fizzy sherbet lemon sugar You Are My Sunshine candle tin, as well as a golden, star scattered ‘congratulations’ candle,” highlights Best Kept Secrets’ managing director Vanessa Curry. “In addition, complementing our Just Because occasion range are tea light ‘threes’ and tea light boxes in colourful designs.” Also putting an emphasis on Spring colours and fragrances is Candlelight. “Light, home fragrance for Spring/Summer contrasts with the earthy, warm tones of winter with our wellbeing and Bauhaus ranges ideal to lift the mood and create tranquillity across the home,” comments marketing manager Kate Winch. “Overtones of lemon, herbs and rosehip will fill the home helping to sharpen the mind and the soul.”

Staying with wellbeing, Wax Lyrical is launching three brand new collections for Spring, plus new fragrances and designs in

the company’s best selling ranges across home fragrance. “JustBe Botanicals, developed by Scottish aromatherapist Gail Bryden, is an example of a growing trend,” says the company’s chief executive Jacqui Gale. “We’ve always known fragrance effects our mood, but the correct blend can do more than just relax or evoke nostalgia. The use of aromatherapy oils restores emotional balance, illuminate wellness and enhance a sense of wellbeing, plus the candles are made with a new coconut wax blend which is renewable and sustainable.”

In addition, Jacqui highlights that the new coconut wax, which is also available in Wax Lyrical’s Portmeirion Botanic Garden range, isn’t the only new product helping to tackle climate change. “Manufacturing in England, our factory is powered by a wind turbine, and we continue to find new vessels and ways to create sustainability from eco-friendly packaging, second life vessels and recyclable bottles.”

As Chilliwinter’s co-owner Kathy Chillistone adds: “wellbeing is being woven into our everyday lives and our aromatherapy candle blends suit different needs. With many of us continuing to work from home, adapting to a more integrated sense of work and life balance, we are tapping into a variety of senses to stimulate the response and mood we want to create, helping us to feel calmer, refreshed, restored and at peace.”

On the fragrance front, Christina Brand, founder and managing director of The Candle Brand, points out that in 2022 we will see a transformation in fragrance, heavily weighted towards natural inspired fragrances. “We will see a trend evolve featuring brands looking to bottle the fragrance of the outdoors, turning to clean and realistic type smells. The idea of escapism in nature and connecting with nature will be two very strong themes, and we will be releasing a further two fragrances into our collection for Spring 2022.”

Also putting a big emphasis on Springtime fragrances is Sharon Jervis,

founder and managing director of

Beefayre. “Our new scent is tuberose which smells stunning as a diffuser or candle and also makes a lovely hand cream. We’ve used yellow in the packaging, an unusual choice for us, but the colour suits and adds a vibrancy to the introduction of a new post-Covid Springtime product.”

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Frank Holland, managing director of Liberty Candles, which also distributes Candle Warmers, predicts that electronic candle warmers and electric diffusers mist diffusers and wax melt warmers will continue to be a big focus in 2022, with the company’s prices very competitive compared to the major brands. “With safety paramount, a lot of people want to avoid the flame, and one of the most popular products going into 2022 is the kitchen top plug in, which safely gets rid of unwanted smells. The benefits are no flame, no sooting.”

He continues: “In addition, we have also seen a big increase in companies wanting to have their own branded candle and diffuser products, with the last three months of 2021 incredibly busy for us,” confirms Frank. “It’s a side of the business that is really building. And with more and more people looking to buy both aromatherapy essential oils as well as fragrance oils, our diffuser range has doubled in size, where again we are very price competitive. For Spring/Summer, and reflecting the current trend for wellbeing, we have launched a new aromatherapy oil, Relax.”

In addition, bringing the outside in with Wild Botanicals is CocoGlow whose Spring collection is focused on the Al Fresco Garden trend. “It’s a delicious fragrance of mint, ginger and basil that allows you to indulge in the scent of freshly picked home grown herbs, creating a lush and relaxing environment,” says the company’s founder Heather Willis.

Concrete & Wax’s newest fragrances, Curious Rose and Cherished Leather, add an extra dimension, says founder Laura Keller. “Often, it’s not only about the way one fragrance smells in a candle or diffuser, it’s about layering, the smell of different fragrances together in an area of the house, or creating different fragrance zones. In between there is an area where the fragrances mingle, creating something completely different and new.” Skye Candles meanwhile, is excited to be entering 2022 with several major projects in the pipeline. “It will mean a whole new chapter for our company,” says marketing manager Diana Maresova. “We remain committed to our green ethos of using sustainable ingredients and no single use plastic, and have just

launched new Scottish Collection gift sets, with the Highland Gorse and Machair Flowers fragrances unique and a true staple of a Scottish Spring/Summer.”

At Crumble and Core, director Louise Pike points out that in the Spring, people are choosing fresh fragrances such as Seaweed, Lemon, Neroli & Lavender. “With this in mind, we have paired these Spring-like aromas with our new 2022 floral candle designs.”

Adds Louise Rogers, co-founder of Olors: “We’ve noticed a real uplift in demand for the fragrance Oud, with deep, woody fragrances here to stay. It’s a fragrance we will definitely see more of during 2022, with our Rosa + Oud collection quickly becoming one of our best sellers.”

With fragranced candles a ‘must have’ for most consumers, and working from home driving sales for gift retailers, there’s no shortage of fragrances to wake up to Spring.

Home fragrance has become a substantial part of the Lesser & Pavey ranges, from wax and essential oil burners to exclusive aroma lamps.

“New designs are constantly being added with features that ensure originality,” states managing director Julian Hunt. “For Spring, we are launching a brand new range that features sparkle, butterflies, a starburst and stars.”