The Candle Index: The Joy of Little Luxuries
Aquarius Candle Co.’s Spring scent bundle
The Candle Index: Why Small Luxuries Like Candles Matter More Than Ever
When times get tough, we don’t always reach for the big splurges—we reach for the little things that make us feel okay. For decades, that “little thing” was lipstick. But today? It’s the simple pleasures of home; the flicker of a flame, the comfort of a favorite scent.
Welcome to the Lipstick Effect, reimagined.
Coined by Estée Lauder and made popular during moments of economic uncertainty, the Lipstick Index refers to the idea that when the economy dips, lipstick sales rise. It’s not about vanity—it’s about the psychology of small indulgence. In hard times, we skip the designer bags and instead reach for something small, affordable, and uplifting. Something that reminds us of normalcy.
Historically, this effect has shown up in surprising places—from the Great Depression to the 2001 recession. And today, we’re seeing it again. But now, it’s not just lipstick providing that emotional boost—it’s candles.
According to recent reports from Forbes and CBC, beauty and skincare sales are up in Canada amid economic uncertainty.
And, there’s another small luxury rising to the top: the scented candle.
Why candles? Because in a world that feels unpredictable, candles offer something grounding. A ritual. A moment of calm. A sensory indulgence that’s easy to say “yes” to—even when we’re saying “no” to everything else.
At Aquarius Candle Co., we believe a clean-burning, hand-poured candle is more than just a pretty scent—it’s a form of self-care. It’s the new small luxury—an affordable way to bring beauty, comfort, and emotional clarity into your everyday life.
Think of it as the Candle Index. If lipstick once measured the mood of the moment, maybe today it’s the warm glow on your nightstand that says it all.
So go ahead. Skip the splurge. Light the candle.
And find what lights you up. ✨
🕯️ Explore our handmade, small-batch candles—crafted in Ontario for comfort, calm, and connection.
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