With their seaside colors and coastal themed designs, coupled with aromas reminiscent of the sea, candles and aromatherapy products provide the ultimate way to keep seaside memories alive.
“Because fragrance is proven to be so closely connected to memory, finding that perfect coastal scent is a great way for [customers] to take a part of the beach home with them wherever they go,” explains Brody Reynolds, customer success leader for Wyx Brands, whose signature beach and coastal scents are carried under the Slippery Elm brand.
Salt and Branch’s modern scents use phthalate-free fragrance oils, while Gulfstream Candles use 100% USA-grown soy wax and clean burning fragrance oils.
And these aromatic wonders not only add ambiance for the end user in their home, they also enhance the in-store atmosphere, helping to create a warm and inviting environment, he adds.
Slippery Elm’s bestselling fragrances with coastal retailers include Blue Sky, The Dunes and Beach Glass.
“These scents are strong performers across all product types, thanks to their fresh, clean, and coastal-inspired scent profiles that resonate strongly with beachside consumers,” says Reynolds.
In 2025, Wyx Brands expanded beyond home fragrance to introduce a new line of personal care items, including Surf Spray Moisturizing Sprays for body and hair as well as plant-based Hand & Body washes and lotions.
“Additionally, we launched a new laundry powder that’s both effective and gentle. All these products are available in all eight of our Coastal LifeStyle fragrances, helping customers bring their favorite Slippery Elm fragrance into every part of their daily routine,” says Reynolds.
Easy and breezy
Grapefruit Mangosteen and Coconut Lime Verbena continue to be top sellers for Gulfstream Candle year after year among its retailer customers. Rob and Lynn Thompson, owners of Coastal Market 607 in Largo, Florida, have been carrying the line in their store for over five years.
“Not a day goes by that we don’t sell a few candles, room sprays, and reed diffusers,” the Thompsons share. “Our customers are incredibly loyal to their favorite scents and often buy multiples at a time.”
Gulfstream introduced Room Sprays and Fragrance Oils in its bestselling scents in 2025. “We’re also expanding our Coastal Collection with a brand-new vessel and an additional scent, launching later this year,” says Gulfstream Candle Owner Kelly Loscalzo.
Its private label program has been a game changer, adds Loscalzo. “We love partnering with shop owners to create custom-branded candles — it’s a unique and meaningful way for customers to bring home a piece of your brand.”
Resonating with the soul
Salt and Branch products are a modern take on coastal fragrance. According to Melissa Mengel of Salt and Branch, the company’s blends are unique and reflect the beauty of its coastal surroundings.
“The allure of modern coastal fragrance is not just about the aroma; it’s about creating an experience that resonates with your soul.”
Lotus & Luna’s new candle line was developed out of a desire to bottle the essence of the coastline and the calm it inspires.
Citrus and Sea Salt soy candles, Santal Coconut rollerball perfume, and Sunkissed Eau de Parfum are the company’s bestsellers with coastal retailers. In 2025, Salt and Branch revamped its Reed Diffuser Collection, and launched its Eau de Parfum Collection, Bath Salts Collection and Room Spray Collection.
“At Salt and Branch, we believe in making high-quality products that you can feel good about using in your home,” Mengel says. “We use only 100% USA soy wax for all of our candles. In addition, we use phthalate-free fragrance oils for all of our products for a safer alternative to traditional synthetic fragrances.”
Tapping into memories
Rockport Candle Co. products are handcrafted in a seaside shop in the coastal town of Rockport, Massachusetts. Everything the company makes is created with fragrances inspired by favorite seaside memories.
“Our sense of smell has a very strong connection to our memories and emotions, like the beach roses at grandma’s summer cottage (Beach Roses), or the suntan lotion we used as a teen (Summer Girl), or the coconut and rum in our favorite vacation cocktail (Toes in the Sand), which help us feel loved, happy, relaxed, and connected,” explains Christina Willcox, owner, Rockport Candle Co.
In addition to handcrafted candles, Rockport Candle Co. also makes bath and body products, so customers and retailers can purchase a variety of items featuring the company’s best-selling scents.
Bringing it home
Inis the Energy of the Sea is known around the world for its signature scent described as clean and uplifting. A variety of personal care items, from cologne to hand cream, allow people to wear the ocean-fresh scent. It is also available in a selection of home fragrance products.
“We are delighted to introduce a new and improved Inis candle, now made with a blend of 80% soy wax, 20% sustainably sourced palm wax and a lead-free wick,” Sandy Clements, international marketing manager,
adds. “Earlier this year, we also introduced our Seascape Scented Sachets, which feature the sparkling scent of Inis and images of beautiful coastlines in countries around the world where Inis is sold.”
The Inis Home Fragrance Diffuser is the best-selling home fragrance product, followed by the Home & Linen Mist and Candle. The products are presented in gift-ready boxes with cotton rope handles on its candle and diffuser.
“Ideally for a coastal retailer, the experience shouldn’t end at the shoreline,” notes Clements. “Our Inis Home collection captures the fresh, sparkling scent of a perfect sunny day by the sea and helps bring it into customers’ homes.”
Connection to the coast
Combining coastal scents with beloved sea creatures has been a successful venture for Wild Delights.
Inis Home Fragrance products are presented in gift-ready boxes with cotton rope handles.
“Our Adventure candle line has been a hit, especially our Sea Manatee and Sea Turtle candles,” says Christina Gray, chief design officer. “They blend coastal-inspired fragrances with wildlife themes that connect deeply with beach-loving customers.”
According to Gray, retailers love them for the candles’ storytelling and giftable design, while customers love the relaxing, transportive scents.
Gray is seeing a big wave of customers looking for nature-inspired wellness products that combine comfort, scent and purpose.
“Our candles don’t just smell great, but they spark joy, support marine life, and make your display feel like a curated escape,” she says.
Palm trees, sunsets, sea otters, dolphins and sea turtles are among the many designs from Uncommon Flame that retail customers can choose from, then match to a scent.
“Our items are fun and unique, and we have something for everyone. We are women-owned, veteran-operated and 100% made in the USA using 100% soy wax, no blends,” says Kate Taylor, president.
Waiting to inhale
Lotus & Luna introduced its Healing candle line, which is designed to encapsulate the feelings of bliss through aromatherapy.
“Our founder, (Janelle Clasby) deeply rooted in a love for the coastline and the calm it inspires, sought to bottle this very essence,” says Christina Freberg, vice president and wholesale director.
The candles offer more than just a delightful scent, however. They're a tool for mindfulness and positive intention, adds Freberg. Each label features an uplifting mantra, designed to provide a specific intention for users to adopt when lighting their candle.
A wild idea?
Scent generating products don’t have to be limited to candles, diffusers, and room sprays. Incense sticks like those from Wild Berry can also kickstart the olfactory senses.
“Wild Berry Incense is a proven profit generator that consistently generates revenue,” says Kim Windland, director of sales. “We make your store smell great.”
And just in time for mosquito season, Wild Berry has a citronella outdoor incense line. “These are a necessity for outdoor enjoyment throughout the entire bug season,” Windland says.
So whether it’s a candle, a room spray, a personal care item or incense, you can not only make your store more inviting and better smelling, you can also give your customers a take-home treasure they can use to transport themselves to the beach no matter where they are.
