Candles make excellent gifts, or treats for yourself when you’re planning a soft-girl weekend at home. But some can be harmful for your health, increasing the risk of cancer and even affecting your fertility. Here, Aduwham founder Wendy Brobbey talks to us about the risk of paraffin wax candles and the use of phtalates, and why seeking natural candle ingredients will serve you much better in future.
The idea for Aduwham was conceived during the pandemic lockdown – can you tell us about how you took your business from an idea to creating and selling candles?
During the pandemic lockdown, I realised that some regular candles can be harmful, causing respiratory problems, increasing the risk of cancer, and even affecting fertility. This was particularly distressing for me as someone who loves candles. Being away from my family during the lockdown, I wanted to focus my energy on something meaningful.
Starting a candle brand wasn’t initially part of my plan, but I started making candles as a hobby using natural ingredients and fragrances. To my surprise, there was a strong demand for these safer options, and I saw an urgent need to educate people about the dangers of traditional candles.
I saw the opportunity and spent a whole year researching the market, developing the brand concept, and honing my candle-making skills. My aim was to choose the purest ingredients possible and ensure that each candle was made to perfection.
And so, Aduwham was created—a premium candle brand that not only prioritises health and safety but also celebrates the incredible richness of African culture. This journey from a personal hobby to a successful business has been extremely fulfilling, and I’m delighted to provide a product that reflects my values and promotes the well-being of my customers
At what point did you know that Aduwham was going to be a success?
I knew Aduwham would be successful when people started complimenting my branding and product quality. I always had faith in my brand from the beginning because I put so much effort and passion into every detail. The turning point came when Aduwham was featured in Vogue, Tatler, and World of Interiors magazines. These prestigious features introduced my brand to a whole new audience, and the response was overwhelming. It felt like a validation of all the hard work and love I poured into creating Aduwham.
Even though the journey was challenging at times, the recognition and support I received made it all worth it. I’m incredibly grateful to everyone who believed in Aduwham and helped it grow from an idea to a beloved brand. This acknowledgment reaffirmed my belief in my mission and the potential of my brand, confirming that Aduwham was meant to succeed.
Your mother has severe asthma, prompting you to create health-conscious products. What does that mean, and what is it about regular candles that is bad for asthma sufferers?
While I initially created Aduwham because of my mother’s severe asthma, our products are designed for anyone who values their health. Traditional candles, especially those made from paraffin or gel wax, often contain dangerous ingredients that can seriously harm our well-being. Here’s why you should consider switching to natural wax candles:
1. Paraffin Candles: Paraffin is a byproduct of petroleum refining, resembling black sludge found at the bottom of oil barrels. When paraffin candles burn, they release soot and other combustion byproducts similar to those emitted by a diesel engine. This can increase the risk of cancer and other illnesses, as well as disrupt our hormonal and neurological systems.
2. Phthalates in Fragrances: Many conventional candles use phthalates, an industrial chemical that helps bind fragrances and essential oils together. Unfortunately, some of these oils are known to be carcinogenic.
Given these risks, it’s important to choose candles made from natural wax blends like beeswax, soy wax, rice bran wax, or coconut wax. These alternatives offer a safer option for lighting up your space:
- Beeswax: Known for its slow burn and natural honey scent.
- Soy Wax: Derived from soybean oil, it has a clean burn and works well with fragrances.
- Rice Bran Wax: Made from the outer layer of rice bran oil, it has a light texture and burns cleanly.
- Coconut Wax: Produced from the meat of coconuts, it has a creamy texture and excellent fragrance retention.
By opting for these safer alternatives, we can significantly reduce our exposure to harmful substances and create a healthier environment.
How do your candle scents relate to African cultures?
The concept of Aduwham is simple yet innovative. I wanted to create candles that were not just beautiful but also had a deeper meaning. Each candle represents a famous African symbol, and the scent is carefully chosen to reflect the spirit of that symbol.
For example, in our Fabric Edition, each candle tells a story about the diverse cultures of Africa, offering an experience that touches your senses and emotions.
Each candle is a testament to the unique stories woven into the fabric of African culture, offering a sensory journey that resonates with the heart and soul.
Our scents are truly out of this world. Take the Kente candle, representing the iconic Ghanaian and Ivorian fabric: it features an alluring and sensual scent with night-blooming jasmine, the freshness of bergamot, combined with the character of tonka bean, coconut, and amber. Then there’s the Bogolan candle, which pays homage to Malian culture with a blend of styrax and the honeyed scent of tobacco leaves, complemented by the sweet smell of cocoa butter. Lastly, the Kuba Raphia candle, representing the Democratic Republic of Congo, offers a sweet, nutty combination of shea butter, nutmeg, tonka bean, and raw honey, transporting you into a warm atmosphere where you can explore the rich and lush nature of a dense environment.
The idea behind Aduwham is to draw inspiration from this rich continent and create unforgettable, unusual scents that capture the essence of African culture.
Can you tell us about your favourite Aduwham scents and what they mean to you?
I cherish all our Aduwham scents because each one carries deep personal meaning. Every scent is crafted with a distinct purpose in mind, catering perfectly to different moments throughout the day, regardless of where they are used. I approached the creation of these candles with great care, ensuring they are safe and reliable products that our customers can confidently trust.
For instance, take the Kente candle, which combines night-blooming jasmine, bergamot, tonka bean, coconut, and amber to evoke warmth and luxury. The Adire candle creates an atmosphere of relaxation and purification with delicate notes of lily of the valley, comforting musk, and embracing amber. Inspired by Malian culture, the Bogolan candle features soothing aromas of styrax, tobacco leaves, and cocoa butter. Each scent holds a special place in my heart, and I remain dedicated to continually enhancing and broadening our selection, guaranteeing that every candle we offer blends safety, quality, and cultural significance seamlessly.
What do you hope that customers feel when they light up one of your candles?
When customers light up one of our candles, my hope is that they experience a moment of serenity and delight. I want our candles to create an atmosphere that resonates with warmth, comfort, and a touch of luxury. Whether it’s the soothing scent of our Adire candle, the rich complexity of the Kente candle, or the cultural essence captured in the Bogolan candle, I aim for each experience to be not just a fragrance, but a journey that enhances their surroundings and uplifts their spirits. Ultimately, I want our customers to feel a deep connection to our candles, knowing they are crafted with care and designed to enrich their everyday moments.
A candle can be a great finishing touch to a room. What else makes a room feel homely?
Beyond candles, several elements contribute to making a room feel homely:
- Plush sofas, cosy armchairs, and well-cushioned seating invite relaxation and create a welcoming atmosphere.
- Adding soft textures such as throw blankets, cushions, and rugs enhances comfort and warmth, making a room feel inviting.
- Besides candles, warm lighting from lamps or dimmable fixtures can create a cosy ambiance and soften the room’s atmosphere.
- Incorporating natural elements like houseplants, wooden furniture, or stone accents brings a touch of nature indoors, promoting a calming environment.
By combining these elements thoughtfully, a room can be transformed into a cosy sanctuary that feels warm, inviting, and truly homely.
In your opinion, what does the future of the candle industry look like? Any innovations you’d like to see?
The future of the candle industry appears promising, driven by both traditional appeal and evolving consumer preferences. Here are some potential trends and innovations that could shape its future:
- Sustainable materials: There is growing demand for candles made from sustainable and eco-friendly materials such as soy wax, coconut wax, or even recycled materials. Innovations in packaging to reduce waste are also likely to become more prevalent.
- Customisation: Personalised candles tailored to specific preferences, whether in terms of scent, design, or packaging, could become more popular. This trend aligns with the broader customization trend seen in many consumer goods sectors.
- Health and wellness: Candles that promote relaxation, stress relief, or have therapeutic benefits (like aromatherapy candles) are expected to continue gaining traction. Ingredients that are perceived as beneficial for health, such as essential oils, might see increased use.
- Artisanal and craftsmanship: There’s likely to be continued interest in handmade, artisanal candles that offer unique designs, scents, or cultural inspirations. This trend taps into consumer preferences for authenticity and craftsmanship.
- Virtual and augmented reality experiences: Innovative ways to experience candles virtually, perhaps through augmented reality apps that simulate the ambiance created by candles, could emerge as a niche but intriguing trend.
- Biodegradable and long-lasting Candles: Candles designed to burn cleanly and efficiently, with longer burn times and minimal residue, could appeal to environmentally conscious consumers.
- Overall, the future of the candle industry seems bright with opportunities for innovation across sustainability, customisation, wellness, and technology. The key will be balancing these innovations with the timeless appeal of candles as symbols of relaxation, warmth, and ambiance in the home.
What’s next for Aduwham?
A lot of great things: WATCH THIS SPACE!
