The 5 Secrets Behind Brooklyn Candle Studio's 2025 Success: From Soy Wax To Santal Sensation
Are you curious about the brand that redefined the home fragrance landscape with minimalist design and a commitment to clean ingredients? As of late 2025, Brooklyn Candle Studio continues its reign as a premier name in the artisanal candle world, successfully merging high-end, complex fragrances with accessible, eco-conscious products. This deep dive reveals the latest updates, the secrets behind their viral success, and the core values that keep this New York-based company at the forefront of the sustainable luxury movement.
Founded on the principle that beautiful scents should be both clean and captivating, Brooklyn Candle Studio has scaled from a humble side project to a multimillion-dollar brand sold globally. The company's focus on 100% soy wax, ethical production, and a diverse range of botanical fragrances ensures that every product, from their classic candles to their popular reed diffusers, delivers a non-toxic, eco-friendly experience. The following is a comprehensive look at the brand’s profile, its latest offerings, and the specific entities that define its topical authority.
Brooklyn Candle Studio: Company Profile and Founder Biography
The success of Brooklyn Candle Studio is inextricably linked to the vision of its founder, Tamara Mayne. Her journey from a background in fine art and design to becoming a fragrance industry leader is a testament to passion and entrepreneurial spirit.
- Founder: Tamara Mayne
- Founded: 2013
- Origin: Brooklyn, New York (NYC)
- Founder's Background: Hails from Virginia; studied Fine Art and Economics; former Art Director in the fashion industry; studied graphic design at the Fashion Institute of Technology (FIT).
- Mission: To create candles with captivating scents, beautiful minimalist design, and the best ingredients.
- Core Ingredients: 100% soy wax derived from American-grown soybeans, lead-free cotton wicks, and high-quality fragrance oils.
- Ethical Commitments: Cruelty-free, vegan, phthalate-free, and non-toxic.
- Manufacturing: All products are meticulously hand-poured by artisans in Brooklyn, New York.
Tamara Mayne initially launched the brand as a side gig, pouring candles in her kitchen, before successfully scaling it into a major brand that is now sold in stores worldwide. Her design background is evident in the brand's signature aesthetic: clean, simple, and elegant minimalist packaging that allows the complex, botanical fragrances to take center stage.
The Sustainable Scents of 2025: From Bestsellers to Seasonal Drops
A key factor in the brand's enduring popularity is its unwavering commitment to sustainability and the quality of its ingredients. In 2025, this focus remains central, with the brand continuing to prioritize eco-friendly, non-toxic components.
1. The Non-Negotiable Soy Wax Foundation
Unlike many mass-market candles that rely on paraffin wax, Brooklyn Candle Studio exclusively uses 100% soy wax. This choice is deliberate, ensuring an eco-friendly, clean burn that is non-toxic, especially when compared to the toxic fumes that studies show can be emitted by paraffin wax. The soy wax is sourced from American-grown soybeans, supporting domestic agriculture and ensuring a high-quality, sustainable base.
The candles are paired with lead-free cotton wicks and are made with phthalate-free fragrance oils, sometimes infused with natural essential oils like sage, lavandin, and orange.
2. The Santal Sensation: A Deep Dive into the Cult Favorite
No discussion of Brooklyn Candle Studio is complete without mentioning the cult-favorite scent, Santal. This fragrance is a perennial bestseller and a perfect example of the brand's ability to create complex, sophisticated aromas.
The Santal scent is often described as a sultry, masculine blend of earth and woods, and its notes are carefully layered:
- Top Notes: Hinoki Cypress
- Middle Notes: Cedar and Pine
- Base Notes: Vetiver and Sandalwood
This grounding, earthy aroma is available across multiple product lines, including the standard jar candles, the larger Santal XL 3-Wick Candle, and room sprays, solidifying its status as the brand's signature scent.
3. The 2025 Collection Highlights and Seasonal Updates
The company maintains a dynamic catalog with permanent and rotating collections, ensuring there is a scent for every season and mood. New product cycles in 2025 have kept the brand fresh and relevant.
- Spring/Summer Collection: Features vibrant notes of enchanting florals and lush backyard garden herbs, capturing the essence of warmer weather.
- Fall/Winter Collection: Embraces cozy scents with notes of warm spices like pumpkin, cardamom, and clove, alongside fresh green notes like cedar trees. A seasonal bestseller that frequently sells out is Smoked Vanilla.
- Travel-Inspired Collections: The Bali Fragrance Collection and the Aquatic Fragrance Family transport users to exotic locales, reflecting the brand’s inspiration from the beauty of nature and the wonder of travel.
- 2025 Promotions: The brand highlighted the Santorini Classic 2-Wick Candle as a Mother’s Day gift idea in April 2025, demonstrating its current marketing focus on specific, popular products.
The Minimalist Empire: Where to Find Brooklyn Candle Studio Products
From its humble beginnings as an Etsy store, Brooklyn Candle Studio has expanded its retail footprint significantly, making its botanical fragrances accessible to a wider audience.
4. The Flagship Store Experience in Industry City
For a truly immersive experience, the brand operates its own brick-and-mortar Brooklyn Candle Studio Store located in Industry City, New York City. This shop serves as the botanical home fragrance hub, featuring the brand's entire range of products, including their popular Reed Diffusers, Room Sprays, and even Bath Bars.
Visiting the store offers customers a chance to explore the Minimalist Collection and the full Brooklyn Fragrance Collection in person, allowing for a self-care and gifting experience that the brand aims to perfect.
5. A Network of Global Stockists and Retail Partners
Beyond its own e-commerce platform and flagship location, the studio maintains a strong wholesale presence through a curated network of local and global stockists. This strategy allows the brand's products to be discovered in specialty boutiques and high-end retail environments across the country.
Retail partners and entities that stock the brand often share a similar commitment to quality and design, including independent stores like Blue Ribbon General Store and Clove & Creek, as well as specialty sites like Candleporium and jewelry stores such as Kate Maller Jewelry that appreciate the studio's aesthetic. This widespread availability ensures that whether you are seeking the earthy notes of Vetiver or the bright citrus of a collaboration like the Palermo x Brooklyn Candle Studio Reed Diffuser, you can find a piece of Brooklyn's finest home fragrance near you.
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