Through Innovation, This Generation of Candle Makers Puts Iconic Brands on Notice
Apotheke, Boy Smells, D.S. & DURGA, and JOYA are out-innovating the world’s most iconic fragrance houses.
NOVEMBER 8 - Boy Smells has opened their first-ever brick and mortar store in Culver City, just 20 minutes outside Los Angeles. The small boutique is equal parts Apple-Store and 70s fragrance house. The small store looks painstakingly minimalistic with boho-style rounded shelves and a large counter in the middle with their latest scents — every scent in fact. “The only place in the world where you can shop our full assortment.” But behind the intimately chosen colors and decor, there’s a bigger narrative to be explored — there’s thirst for innovation and purpose in the scents industry.
It’s not coincidence that Apotheke has also just opened their first-ever brick and mortar store in Redhook, Brooklyn — a gorgeous loft-style warehouse/store/office combination that would make even the most established fragrance houses envious. What we’re seeing in Apotheke and now Boy Smells, is a movement towards smaller candle-brands that are innovative and purpose-led. It’s not even that Boy Smells is queer-led, or that Apotheke is female-founded. It’s that both companies are ‘out-innovating’ fragrance houses that have more resources and capital.
Apotheke is Giving Candles a Purpose
Apotheke has been releasing stellar collaborations with unexpected brands for the past couple years, but it doesn’t feel overdone. In fact, each collab has improved upon the previous. Their latest collab with DARLING is a candle that Apotheke hopes can serve as a tangible reminder for women of all walks of life that they are seen, known, and loved. Apotheke isn’t just releasing collaborations. They are leveraging scents as a platform for change, and people are eating it up.
We’ve reviewed Apotheke’s Charcoal candle and think its one of the best candles out there.
JOYA Keeps Surprising Us With Unexpected Pairings
Of course, it’s hard to talk about candle collabs without bringing up Brooklyn-based JOYA studio. Look no further than their recent collab with A24 studio to make a collection of Genre-based candles. Not only were the candles deliciously scented, they were designed like West-Elm shelf-decor — something you’d proudly keep on your shelf long after the candle has burned out (and we do).
I don’t know the last time I wanted a candle as badly as I wanted one of JOYAs A24 Genre candles, and I wasn’t alone. The innovative candle collab was covered by Hypebeast, Highsnobiety, and other culture-sites that the most iconic fragrance houses could only dream of being on.
We reviewed their Horror Genre candle and loved it.
D.S. & DURGA Is Enriching the Candle Experience
And then finally there’s D.S. & DURGA who I like to think of as the mad-scientist of candle makers. I’m not sure what the architect-musician duo smoke before crafting their scents, but the details and thought put into each candle keep me coming back and handing over my credit card without a second thought.
If the scents weren’t enough to draw you in, D.S. & DURGA pioneered the Candle Playlists that other brands are just starting to adopt, creating a carefully-curated playlist for each candle scent they make, accompanied by the writings of a mad-man genius detailing the inspirations for each candle creation.
Noted reviewed DS&D’s Breakfast Highlands candle last week and were blown away by the complexity of the candle, but I also thoroughly enjoyed the musings of David and their Breakfast Highlands playlist which was an odd mixing of new-age and Scottish folk, similar to their candle.
Household Name Brands Are Being Out-Innovated
All of this to say — when was the last time you were genuinely surprised by a candle Diptyque made, or wanted to smell an unfamiliar scent instead of your go-to at Cire Trudon. Both of these brands are top of their class for a reason, but their losing ground to this new generation of candle makers that are pushing the boundaries and creating new boundaries to be pushed.
If you live in LA, I highly suggest you do check out Boy Smells new store, or if you’re in Brooklyn you can stop by DS&D, JOYA, or Apotheke’s new flagship in Redhook. When you step inside, take a good look at what you see.
You’re supporting a new generation of candle makers that are more sustainable, more innovative, and more unique — and I think the worlds top fragrance houses are starting to take note.
