Home Fragrance Academy

Home Fragrance Academy We started making wax melts on our kitchen table. Six years later we'd built and sold a £7.5M home fragrance business.

Now we help small product brands do what we did. Start with the free Consistent Sales Gameplan 👇

A customer asked us for something, and we almost said no. 👀At Cosy Aromas, our customers were typically aged 35–65. So w...
25/09/2026

A customer asked us for something, and we almost said no. 👀

At Cosy Aromas, our customers were typically aged 35–65. So when someone asked us for Snow Fairy, we weren't convinced.

We thought: "Would our customers actually buy this?"

It was fun. Fruity. Sweet.

And completely different from many of the fragrances we usually sold.

But then we thought: Why are we guessing what our customers want?

They were literally telling us.

So we listened.

We gave it a go. And guess what?

It became one of our top sellers.

That taught us something important: Your customers will often tell you exactly what they want.

You just have to listen.

So here's the question...

Has a customer ever asked you for something that became a permanent product?

23/09/2026

Getting the right name for your candles or wax melts can be the difference between a best seller and a flop.

What method do you use?
1️⃣ Scent Notes
2️⃣ Unique Name

Business confession time... 😂I'll go first.When we started Cosy Aromas, I genuinely believed that making great products ...
21/09/2026

Business confession time... 😂

I'll go first.

When we started Cosy Aromas, I genuinely believed that making great products would be enough.

If the candles smelled amazing, if the wax melts looked beautiful, if the packaging was lovely, people would obviously want to buy them.

Right?

Wrong. 😂

I quickly realised that making the product was only one small part of running a successful business.

I had to learn how to actually sell it:

How to market it.
How to price it properly.
How to create content people cared about.
How to get customers to come back.
And how to build a brand people actually wanted to buy from.

It was a steep learning curve.

But honestly, those lessons ended up being some of the most valuable things I learned while building Cosy Aromas.

And I'm guessing I'm not the only one who started with a few completely wrong assumptions.

So let's make this interesting...

What's something you believed about running a candle, wax melt or home fragrance business when you started that you now know was completely wrong?

18/09/2026

Thinking outside of the box with our advent calendar saw us (Cosy Aromas) voted the best advent calendar for home fragrance by The Independent in 2022.

This was an amazing achievement, and we were so proud. 🥹

Take this as your inspiration to step out of the box and make your candle or wax melt advent calendar stand out too.

Black Friday isn't the day you make your Black Friday sales.It's the day you collect the sales you've been preparing for...
16/09/2026

Black Friday isn't the day you make your Black Friday sales.

It's the day you collect the sales you've been preparing for. That's a big difference.

If your first mention of Black Friday is on Black Friday morning...

You're already late.
Your customers need to know something is coming.

They need a reason to pay attention. They need to know when it starts. And then they need reminding.

Because people are busy.

They miss posts.
They don't always open emails.
And "I'll come back later" often turns into "I completely forgot."

We learned this when we were building Cosy Aromas.

The biggest sales events weren't built on the day. They were built in the weeks beforehand.

If you want to make the most of Black Friday this year, start preparing now.

Comment BLACK and we'll send you our free Black Friday Checklist.

14/09/2026

If you sell candles, wax melts, or home fragrance, Q4 is too important to leave until October.

Q4 means October, November and December.

And for home fragrance businesses, these can be some of the biggest sales months of the entire year.

Think about what's happening:

🎃 Halloween
🛍️ Black Friday
🎁 Christmas shopping
🎄 Christmas collections
📦 Gift buying
💳 Customers are actively looking for things to buy.

The businesses that make the most of Q4 don't just start selling when Black Friday arrives.

They prepare beforehand.
They plan their offers.
They build their Christmas collections.
They warm up their audience.
They plan their emails.
They create anticipation.

Because when the busiest shopping period arrives, you don't want to be wondering what to post. You want to be ready to sell.

We learned this the hard way while building Cosy Aromas.

Our biggest Q4 didn't happen by accident.

It was planned months in advance. And Black Friday was a huge part of that strategy.

If you're serious about making this your best Q4 yet, don't wait until November to start planning.

Comment BLACK and we'll send you our free Black Friday Checklist so you can start preparing now.

250,000 in one month sounds impressive. But the number isn't the interesting part.The interesting part is everything tha...
11/09/2026

250,000 in one month sounds impressive. But the number isn't the interesting part.

The interesting part is everything that happened before it. We didn't wake up one morning and decide:

"Let's make £250k this month."

😂

We'd been planning.

Products.
Offers.
Emails.
Content.
Ads.
Stock.
The customer journey.

Our team knew what was happening and when.

So when the sales period arrived, we weren't trying to figure everything out. We were executing.

That's something I wish more business owners understood.

Big months are usually built long before they happen.

You don't need to copy our products.
You don't need our team.
You don't need a £250k target.
But you do need a plan.

Comment 111 and we'll send you the strategy behind our best month ever.

09/09/2026

If you want to have a relaxing Boxing Day without having to worry about sales, you should hold a Boxing Day Clearance Sale.

It worked for us for years!

And the best bit is you don't need to make new products or extra stock either.

Your Christmas collection can be absolutely brilliant and still flop.It might sound harsh, but it's true, and I've seen ...
07/09/2026

Your Christmas collection can be absolutely brilliant and still flop.

It might sound harsh, but it's true, and I've seen it happen too many times.

Beautiful products.
Beautiful photos.
Beautiful packaging.

Then, one Instagram post saying:

"🎄 Our Christmas collection is LIVE!"

The problem isn't always the product. It's the lack of anticipation.

When we launched Christmas collections at Cosy Aromas, we didn't wait until launch day to start selling them.

We started building excitement beforehand.

Sneak peeks.
Behind-the-scenes.
Email teasers.
Countdowns.
Early access.

By the time the collection launched, customers already knew what was coming. They were ready.

That's what a launch should do.

Don't just announce your Christmas collection. Build the desire for it first.

Comment XMAS and we'll send you our free Christmas launch strategy.

05/09/2026

Your Q4 planning should include something special for Boxing Day.

If you want to find out more about the full plan we followed to have amazing sales coming in while sitting on the sofa, just let me know in the comments.

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