Eco-friendly laundry and cleaning brand The Laundress has responded to customer demand, and is entering the home fragrance category by offering its first candles.
Available online at thelaundress.com on Nov. 5 and in stores on Nov. 15, the candles are based on the brand's existing home cleaning products. Tying the scents to various environments, the candle trio — Lady, No. 247 and Cedar — comes with room pairing recommendations and is designed to enhance designated space. Cofounder Gwen Whiting explains each is meant “to be a piece of art that would work in everyone’s home,” while cofounder Lindsey J. Boyd added, “There is a huge demand and love for the fine fragrances we use in our products, so we decided to take our clients beyond cleaning and into the entire home — it is a natural fit to bridge our fine fragrances with candles.”
The candles, which are hand-poured in New York, were developed with Symrise, International Aromatics and Brooklyn-based Joya Studio. Each is comprised of more than 12 different essential oils and fragrances designed to freshen and remove odors. No. 247, the scent of The Laundress’ entire home cleaning collection, has notes of bergamot, thyme, lavender and ylang-ylang, and is recommended for the kitchen or bathroom. For the bedroom or laundry room, the brand suggests Lady — an herbal and citrus scent with notes of amber, bergamot and lavender, and is the same as its Delicate Wash. According to the brand, Cedar is best suited for the living room or home office and features notes of sandalwood, orange, rose and cedar, like the Wool & Cashmere Shampoo. “The fragrances are very complex with several notes in the top, middle and base of the scent, allowing for a long lasting effect that permeates throughout the entire home,” said Boyd, who served alongside Whiting as an in-house nose and hinted at future plans to expand The Laundress line.
To maintain its dedication to using all plant-derived ingredients, the brand decided on a blend of soy wax, beeswax, essential oils and fragrance, as well as a single cotton wick for the collection. Individual candles have a 60-hour burn time and retail for $42, while the three-piece set has a $60 price tag. Available globally in more than 1,500 doors and using press, social media and blogs as marketing, industry insiders estimate first-year sales will reach between $5 million and $7 million. The line, Boyd says, “[is for] everyone that appreciates and loves beautiful scents.”
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