An influx of jewelry and bedding startups are selling candles now - here's why it's actually not a surprising move

The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase.

Mejuri

• Nowadays, you won't only find candles at home brands, or pricey specialty candle manufacturers like Diptyque and Byerdo.
• Even jewelry and lingerie startups like Mejuri and LIVELY are making and selling their own candles, both as a thematic complement to their core business and as an affordable alternative to traditional luxury brands.
• Though these $30 to $40 candles come from a variety of companies, what ties them together is their ability to create a relaxing atmosphere and draw shoppers deeper into the brand experience.

You're shopping for jewelry for yourself when you notice your favorite gold delicates startup also sells its own candles. As you move on to browsing lingerie, you get an eerie sense of déjÀ vu - there it is again, like a hazy mirage inviting you to close your eyes and take a deep breath.

Candles are becoming a popular offering for not only home startups, which naturally revolve around creating a peaceful, comfortable space, but also unexpected companies like jewelry and apparel.

If your main goal today is to find a set of stacking rings, why would you veer off course to a candle? For Mejuri, an online company whose mission "is to have women embrace a daily dose of luxury," candles are a natural extension of its brand, and it's hoping you'll see rings and a candle as a natural pairing.

Believing broadly that "luxury comes from the small moments," the founders wanted to introduce a complementary, self-care product that gives its customers the same little thrill as when they put on a beautiful necklace or pair of earrings.

It sells two varieties of hand-poured, small-batch candles, the A.M. and the P.M., meant to match your changing moods throughout the day. Bedding startup Brooklinen sells a similar concept in its A.M. to P.M. set of candles, which takes you from the fresh, invigorating morning air of the oceanside to the warm, comforting embrace of a nightcap.

Home startups Snowe and Parachute also center their candles around different moods rather than describe the scent first. If you want to feel the dewy relaxation of a spa, try the Rinse & Repeat, but if you'd prefer to stay at home, Staycation is a perfect match.

Brooklinen/Instagram

Lingerie and swimwear startup LIVELY listened to its community in order to arrive at its candle product. It first expanded into beauty in 2018 by launching a fragrance, Jasmine. Sea. Sun. Shoppers told the brand they'd love to see this playful blend of jasmine, sea salt, pear, and sandalwood in a candle, and it was happy to deliver. The scent aims to carry on LIVELY's story of carefree, confident living.

In the end, everything comes back to making you feel comfortable in your own skin. In that way, jewelry, lingerie, and home brands aren't really so different from each other.

These candles are a romantic way to keep you engaged with the brand and get a scent-driven dose of luxury, but on a practical level, they're also the more affordable route to take.

Name-brand luxury candles like diptyque and Byerdo cost $60 to $90 - a true splurge. Meanwhile, startup candles of the same size average $35, plus they have the additional benefits of using cleaner, natural ingredients. New companies that specialize in candles and fragrance, like Otherland and Skylar, are also cropping up in the wave of accessible direct-to-consumer alternatives to traditional brands. To add to your candle collection without overspending, try looking to one of your favorite online startups first.

You can shop candles from a variety of startups below.

Subscribe to our newsletter.

Find all the best offers at our Coupons page.

Disclosure: This post is brought to you by the Insider Picks team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.