Candle Brand Goes From Etsy to Target Through TikTok
Lumière Candles • Candles & Home Fragrance
Project Overview
Lumière Candles, a small Etsy candle maker producing 200 units per month, used TikTok to showcase the artistry of hand-poured candle making. Satisfying wax pouring videos, scent description storytelling, and behind-the-scenes studio content grew their brand to 1.6M followers and landed a Target retail deal for 1,800 stores.
Campaign Timeline
Month 1-2: Content Launch
First wax pour videos, scent storytelling series, TikTok Shop setup
+220K followers, 2K units/monthMonth 3-4: Viral Moment
Lavender pour hit 52M views, limited drops selling out instantly
+900K followers, 15K units/monthMonth 5-6: Retail Breakthrough
Target deal signed, production facility opened, team hired
+480K followers, Target launchThe Challenge
Lumière was a tiny Etsy shop lost among thousands of candle sellers:
- Selling only 200 candles/month on Etsy at $24 each — $4,800/month revenue
- Etsy search algorithm buried listings under 50K+ competing candle shops
- No brand identity beyond generic Etsy storefront
- Hand-poured quality was exceptional but indistinguishable in product photos
- Etsy fees and advertising costs eating 35% of revenue
Our Solution
We turned candle making into mesmerizing TikTok content that sold the craft, not just the candle:
Satisfying Wax Pours
Hypnotic close-up videos of colored wax being poured into vessels with ASMR audio
Scent Storytelling
Creative videos describing candle scents through visual metaphors and personal stories
Studio Day-in-the-Life
Behind-the-scenes content showing the full hand-pouring process from wax to label
TikTok Shop & Drops
Limited edition scent drops exclusively on TikTok creating urgency and FOMO
The Results
TikTok launched Lumière from Etsy side project to national retail brand:
“I was making candles on my kitchen table and selling 200 a month on Etsy. Viraluxx filmed me pouring wax and it got 52 million views. Target called me. TARGET. I went from a side hustle to a real company with 25 employees. I still pour the signature scents myself.”
