Making memories last is something every vacationer hopes to accomplish, and purchasing a gift or souvenir from a seaside store is an effective way to attain that goal. But some merchandise rises above the rest when trying to exude memory-boosting effects.
From mists to candles to room diffusers, there are a multitude of products that can provide a scent-filled walk down memory lane, with varying scents that cater to the preferences of each person who comes through your doors.
Sea sells
BB Candles was infused with the essence of coastal living from its very inception, according to Owner and Creative Director Kym Rapier Verette.
“Recognizing the universal allure of the coast, we set out to encapsulate the tranquility and bliss evoked by seaside memories,” says Rapier Verette. “This vision gave rise to our BB Coastal Essential collection, which later expanded to encompass additional collections celebrating the myriad colors, textures and coastal charms we encountered during our travels along diverse coastlines.”
Based in Southern California, the candles are all hand-poured in the USA. The company’s most popular seller, Beach Linen, is available in all vessels and collections the company offers and “never disappoints,” according to Rapier Verette.
At left, Old Whaling Co.’s bath and body products feature gentle fragrances, while Sea Love candles and diffusers, above, are inspired by fond trips around the U.S.
Turquoise Bay from the Mermaid Island Collection is also a boutique favorite. This vessel is a vibrant turquoise seeded hand-blown glass with twine wrapped around the center “giving the perfect touch of texture,” she says. Because it is hand blown, it offers some variations in the glass that makes it a beautiful piece to merchandise in stores, she adds.
Rapier Verette says the company’s 4-ounce Coastal Essential candle features hand-tied twine around a frosted white glass vessel, topped with a bamboo lid to impart a clean, coastal aesthetic.
“In 2024 we are seeing a fusion of timeless coastal elements with modern sophistication,” Rapier Verette says. “While the classic coastal color palette of whites, blues and sandy neutrals remains popular, there’s a trend towards incorporating bold pops of color like coral, teal and seafoam green to add vibrancy and depth to spaces.”
Old Whaling Co.’s products “are lovingly handcrafted by a small, dedicated team here in Charleston to provide gentle, yet effective additions to your body care routine and home,” says Noelle Cork, director of online sales and marketing. “All products are phthalate free, paraben-free, mineral oil free, gluten free, and never tested on animals. We hope that our products leave you feeling fresh, clean and a little closer to your favorite coast.”
The company has seen a rise in larger candles that come in a box, making it easier for gifting, as well as unique containers and shapes, especially for taper candles, notes Cork. Old Whaling Co.’s latest scent, Seaside Citrine, has become a bestseller in the last few months. It is also launching Floral Coast this summer, drawing inspiration from hydrangeas by the sea.
Sincere Surroundings offers a variety of candle scents with customizable labels for free and with no minimums.
Sea Love’s line of premium soy candles was inspired by some of its founder’s fondest trips around the U.S. “We wanted to translate that beauty into complex fragrances, creating moments of beauty and joy inspired by coastal living no matter where our customers live,” explains Founder Stacy Miller.
Bestsellers are Salt Air, Seaside Mimosa and Tan Lines. “Our entire collection brings the essence of fresh oceanic scents to an essence of warm days at the beach to any space,” says Miller.
Diffusing a destination
Home fragrance has translated well for Ireland-based Inis the Energy of the Sea, known for its signature “sparkling” scent of the sea that is infused into a variety of products from perfume and moisturizers to soaps and scrubs.
“We offer a complete Inis Home Fragrance Collection, which includes our Scented Candle, Home Fragrance Diffuser, Home & Linen Mist, concentrated Refresher Oil for electric diffusers and potpourri, plus our latest addition — our Scented Seashells & Sea Glass,” says Karen Wilkinson, Inis marketing manager.
“Our diffuser is the bestseller within the collection, and we offer fragrance oil and reed refills for this popular item.”
Inis’ new Home Scented Seashells & Sea Glass is a unique update on potpourri to create a sparkling scented ocean accent anywhere in the home.
Inis has seen a huge increase in the popularity of its Home Fragrance products, and store owners are looking for a broader range, according to Wilkinson. To meet those demands, the company is working on nautical-themed fabric scented sachets that it hopes to launch in 2025.
“Our devoted users are also looking for fragrance delivery in their cars and we are working on that as a future offering as well,” she adds.
The Slippery Elm brand of candles by Wyx Brands features the Boardwalk Series of candles, wax melts and reed diffusers. Available in 10 fragrances, Blue Sky, The Dunes and Beach Glass are some of the most popular options, according to Scott Goodrich, president of Wyx Brands.
“Reed diffusers are a brand new offering for us this year and have proven to be very strong sellers. Our 6-ounce candle tins are also very popular because they are the perfect giftable souvenir item.”
Sustainable scents
Northern Lights’ Windward Collection of candle fragrances are also inspired by the sea. From the light coloring of natural beachy greens and blues of the glass to the fragrances that evoke the flora of the sea, truly takes you to a sandy oasis, according to Tori Bowers, product development director.
Gulfstream Candle Co. creates custom scents for retailers to sell or diffuse in-store.
“We have many retailers near beach and ocean geography, and they love Windward. Not only does it look beautiful on the shelves, but the aromas of these candles take you to the ocean’s edge. Your store will smell great.”
The company, which has been making candles for over 45 years, recently introduced the Sea Rose & Cotton fragrance to this line, which it describes as a crisp, clean aroma where sea and water lily intermingle harmoniously with the essence of clean cotton and coastal air, infusing your surroundings with renewal and positivity.
But some of the biggest differentiators of Northern Lights’ products are their sustainable aspects. The company also took all plastics out of its packaging in 2023.
“This line is sustainable-driven,” says Bowers. “We encourage reuse of the beautiful handmade, hand-blown glass vessel when the candle wax is gone, and we encourage refills for the diffusers in the line.”
Art C Candles is another candle company incorporating sustainable elements into its coastal candle offerings. They include the Chesapeake Breeze scented candle, which depicts a blue crab, and the Shoreline Glow candle, which shows a seagull on the beach.
“The trends that I’m seeing with seaside retailers in 2024 when it comes to candles is that quality and sustainability are of the highest importance,” says Owner Christina Emde.
It’s for this reason that she says Art C’s candles are made with the highest quality ingredients and are long and clean burning. “Our vessels are reusable after the candle has burned and can be repurposed, which is a testament to our sustainable business model,” she adds.
Custom creations
Customization is another area that is lighting up the candle industry.
“We are seeing more retailers take interest in customized candle lines, from packaging to labels and more to fit with their overall store aesthetic,” notes Christina Gray, chief design officer, Wild Delights.
The company’s new campaign, “every sniff saves or supports a specific animal,” allows retailers to choose their favorite organizations to donate to.
This year, the company released wildlife candles in whiskey rocks glasses. They feature a scent based on where the animal is from and a unique story to engage animal lovers.
Sincere Surroundings introduced candles into its product lineup in 2023. Mikayla Walder, lead graphic designer says, “Many of our coastal candles can be personalized for the destination of your choice. Our shopping experience is built around the idea of helping retailers build a beautiful display that tells a regionally specific story.”
Gulfstream Candle Co. scents are based on the coastal lifestyle. Available in travel and decorative sizes, its bestselling Coastal Collection scents include Sea Mist, Driftwood, Ocean Waves and Cactus Blossom.
Owner and Chief Candle Maker Kelly Loscalzo add that its Coconut + Lime Verbena scent transcends you to being at the beach.
Gulfstream Candle can also create custom scents and private-label opportunities and offers coastal scents for diffusing in the store, which Loscalzo says leads to amazing sales.
“We are seeing coastal retailers, including outdoor and fishing shops, carry custom candles and scents that reflect a feeling of being at the beach or on the water no matter the time of the year,” she says.
