What are three ways to a millennial’s heart?
- Direct-to-consumer delivery
- Trend-friendly branding
These three forces combine and find a home in Otherland, a new candle start-up created by Abigail Stone. In 2016, Stone conducted research and found that one in four millennial women buy ten or more candles a year. Given this, combined with the fact that NPD group estimates the candle industry is worth $50 billion and is fueled by the current self-care movement, Stone sensed opportunity.
Otherland’s candles have whimsical packaging with reusable containers and luxurious scents. They cost $39 a piece, or $89 for a set of three; their reasonable prices fill a niche for mid-priced candles, sitting between Diptyque and Yankee Candle. Stone has a background in art history and will partner with different artists each season to keep the Otherland unboxing experience fresh and fun for returning customers. She has partnered with Firminich, the fragrance house behind Tom Ford and Le Labo, to create the first five fragrances in the unique Otherland collection.
With an emphasis on self-care, quality ingredients, incredible scent, and artsy packaging, Otherworld is set to become the most coveted item on Instagram.
To read more about Otherland, head to fastcompany.com
Photo: Otherland via Instagram