For decades, the candle industry has owned the idea of “relaxation”.
A candle has become the centrepiece of cosy home vibes, and we accepted this as the default without question.
They became the symbol of comfort, The go-to solution for stress, mood, and atmosphere.
And in the process, a multi-billion-pound industry was built around one simple belief:
If you want your home to feel calm, you need to burn something.
No one really questioned it.
Why would we?
Until recently.