WHERE IT ALL BEGAN

Lewis, the founder of Simpl. Candle, began experimenting with candlemaking in 2023 after being inspired by a coffee-scented candle. That first spark marked the beginning of his journey.

Lewis soon realised that synthetic fragrances often triggered headaches — not just for him, but for others too. While the scents were passable, they frequently irritated airways or caused discomfort


Refusing to give up, Lewis set out to find a more natural alternative.

THE TURNING POINT

  • Testing Phase

    From September 2023 to September 2024, Lewis dedicated a year to learning the craft of candlemaking. Through trial and error, he discovered that essential oils were the only scents that didn’t trigger headaches or irritation.

    He also noticed that candle dyes caused excessive smoke and uneven burns — so he kept the wax natural and clean.

  • Design

    Lewis chose bold black tins for their reusability, distinct look, and eco-friendly edge — plus they’re far less likely to break than glass.

  • Early Branding

    This was Simpl’s very first branding — back when synthetic oils were still part of the formula.

MARKET TO WHOLESALE

  • First Re-Design

    In October 2024, the brand evolved to feel more like a dedicated candle company — keeping the bold black aesthetic but refining its identity.

  • Feedback

    By early 2025, Simpl Candle was gaining momentum. While still working a full-time job, Lewis began focusing more on wholesaling to stockists over direct-to-consumer sales.

    The response from both customers and retailers was overwhelmingly positive — especially regarding scent and burn quality. But some feedback noted the branding felt too masculine or bold for their audience.

WHERE WE'RE HEADED

  • Brand Overhaul

    By Summer 2025, Lewis realised that for Simpl to truly thrive, the brand needed a new look — one that felt more approachable while staying true to its roots. That evolution led to the version of Simpl you see today.

THE SIMPL. WAY

We hope you enjoyed our brand story.

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