A Pineapple Passion candle from Slatkin + Co.'s ScentWorx line sitting with its lid off among several slices of pineapple. The candle is a golden yellow three-wick candle in an octagonal glass jar.
Slatkin + Co. has several lines of candles and other home and body goods that offer premium-quality home fragrance at an affordable price. One such line, ScentWorx, is sold at Walmart and CVS. — Slatkin + Co.

Why it matters:

  • Harry Slatkin and his wife Laura helped pioneer the home fragrance market, now a $25 billion global industry.
  • His company, Slatkin + Co., proves it’s possible to create prestige home fragrance and candle products for the mass market. ‘Never talk down to a customer’ is his mantra.
  • Slatkin is expanding his ‘masstige’ home fragrance into scented car and bodycare products, with personal care en route to represent 40% of company sales.

From Sir Elton John to the everyday shoppers at Home Depot, Harry Slatkin, CEO and Founder of Slatkin + Co., makes candles for everyone.

His latest candle collaboration with John, inspired by the superstar’s Woodside Estate in England, sold over $10 million in one day on QVC. “One of my biggest compliments was when Elton said he is as excited to get fragrance samples from me as when he receives Valentino Couture.”

Slatkin has even made candles a fashion statement in an unexpected setting: the cavernous aisles of Home Depot. While the home improvement giant may not be traditionally associated with scented candles, Slatkin found a receptive audience for his AromaHome brand.

“It’s not just about buying wood and nails. Home Depot is about finding needs for your home,” Slatkin told CO— (while burning his Limoncello Cupcake scent in his Manhattan office), adding it was natural to marry candles with the home improvement chain’s assortment.

Even dollar stores get the Slatkin touch. On a visit to Dollar General near his Palm Beach home, Slatkin envisioned a stunning beauty department beyond the “Doritos and Milky Ways,” he said. He seized an opportunity to elevate the candle assortment with Club92, now sold in 35,000 Dollar General doors and priced between $3 to $8.

Slatkin + Co.’s portfolio is widely distributed across major mass-market retailers, including ScentWorx at CVS and Walmart, and HomeWorx at Ulta Beauty. The brands are also available online at slatkinandco.com and on Amazon. Each product line is thoughtfully curated to align with the unique identity of its retail partner, strategically avoiding competitive overlap.

Meeting home fragrance’s big moment: Leaning into the (post-pandemic) nesting trend

Slatkin’s timing to bolster the business’s mass-market fare came at a fortuitous time when essential retailers had a chance to show off their assortments. “While Harry has been in the home fragrances business for a long time, the COVID pandemic created a moment—and need—for more accessible home scenting for a population stressed at home,” said Wendy Liebmann, CEO of WSL Strategic Retail.

“He was able to offer high-quality candles at affordable prices to everyone at the moment. A trend that continues today as American shoppers seek the pleasure of home in stressful times,” Liebmann said.

 Harry Slatkin, Founder and CEO of Slatkin + Co., stands spotlighted with his arms folded. Slatkin is an older man with dark hair and a salt-and-pepper beard. He is wearing a black suit and white collared shirt with no tie and a pair of rectangular-rimmed glasses.
Labeled by the New York Times as the "King of Home Fragrance," Harry Slatkin has worked with high-end brands including Saks Fifth Avenue and Ralph Lauren and recently collaborated with Sir Elton John to create a trio of candles. — Slatkin + Co.

Slatkin cracked the code on delivering premium-quality candles and fragrance products to the mass market—a formidable achievement in an industry typically divided between “class” and “mass” channels.

His strategy includes avoiding cutting corners, especially in candles, where safety is paramount; expanding into adjacent categories; and always listening to the consumer.

From Wall Street to luxury wicks

Thirty years ago, after leaving a Wall Street career that included a stint as a director at the former Bear Stearns, Slatkin and his wife Laura (who later founded luxe brand NEST New York) realized an opportunity to elevate home fragrances.

The couple worked with tony names including Saks Fifth Avenue, Ralph Lauren, Chopard, and Christian Dior before selling their brand to Bath & Body Works. There, Slatkin honed his skills in developing premium products at accessible prices.

Over the next five years, Slatkin, leveraging his experience in the designer world, scaled Slatkin + Co. from $100 million to over $1 billion in revenue while mastering the art of maintaining quality at scale. He exited the company in 2012 but returned to candle-making in 2017 with the launch of HomeWorx on QVC under the Slatkin + Co. company name.

His biggest lesson while building brands was “never talking down to the consumer.” That’s a mantra Slatkin shared with Walmart Founder Sam Walton, who he said he’s always admired. “At every price point, we offer quality and expectations that exceed expectations. The idea of raising the bar is a mandate, and you should get the same care in a mass store as you would get at Saks,” he said. “Everyone should be treated as a luxury consumer.”

Observing customers in stores helps Slatkin understand purchasing motivation. “You can tell if something is overpriced when they look at the bottom of a candle and move on to another or if they sniff a candle and put it back.”

He also listens to shoppers on social sites. Any adverse comments on social media are addressed rather than dismissed. “When someone talks negatively, I go back to my team and ask if anyone else is hearing of an issue.”

At every price point, we offer quality and expectations that exceed expectations. The idea of raising the bar is a mandate, and you should get the same care in a mass store as you would get at Saks. Everyone should be treated as a luxury consumer. Harry Slatkin, Founder and CEO of Slatkin + Co.

Cross-shopping is today’s norm: ‘People wearing Gucci sunglasses shop at Walmart’

Purchasing silos have come down, evidenced by upscale consumers also buying at mass, for example. “There is no longer a person who won’t cross-shop. People wearing Gucci sunglasses shop at Walmart,” Slatkin explained. “The idea of high/low is a very important part of my business. I bring ‘high’ [style] at low cost. I probably make less margin than I should. Even with tariffs, my biggest mandate is that we cannot pass on the costs to the consumer,” he said. Fortunately, three-quarters of Slatkin + Co. merchandise are produced in the United States.

Even with accessible prices, Slatkin is fastidious about safety and quality. He personally tests every product and helped establish industry safety standards including the wick tip at the bottom of jars to extinguish candles. The attention to detail, he said, is evident. “When you buy a candle and burn it halfway and don’t experience the scent, you know the fragrance is just on top of the candle,” he explained. “You get the same quality from us whether it is a $6 candle or our HomeWorx [line], which averages $20.”

Expanding the fragrance franchise to personal care and wellness

Slatkin didn’t comment on sales, although industry sources anticipate Slatkin + Co. will reach $140 million in sales this year and $200 million next year.

Walmart not only stocks ScentWorx candles, but also the brand’s personal care items, including body wash, body lotion, hand soaps, and fragrance body mists. The range of personal care products is designed to provide intense hydration with elevated scent experiences.

 A line of aromatherapy bath and body products from Dwell212, a brand of Slatkin + Co. goods. The containers are tall, rectangular, and black with white text and minimalist close-up pictures of their scent sources. There are four products grouped together for each scent: a body lotion, a fragrance mist, a hand soap, and a body wash. The scents from left to right are citrus, petals, cucumber, and lavender.
Slatkin + Co. expanded into wellness with its Dwell212 brand, a line of bath and body products that use the scents of essential oils to inspire different moods. — Slatkin + Co.

Slatkin also expanded his olfactory reach into the wellness space with a bath and body line called Dwell212. “The collection is about more than smelling good,” Slatkin said, adding the scents can elevate moods.

He is aware of mental health challenges, especially for Gen Z—a generation he is well aware of, as he watches the hectic schedule of his 26-year-old daughter.

“Anxiety is the number one health issue, outpacing heart disease, cancer, juvenile diabetes—everything,” he said. Dwell212 focuses on scent’s potential health benefits. The range features ingredients that match moods, such as citrus for energy or lavender for calm.

“Dwell212 brings a fresh innovative product line, that captures the trend for unique scents that our customers are seeking,” said Jerrit Davis, Vice President, Personal Care Merchandising at Walmart in a statement.

Bath and body is a logical extension for the business, Slatkin said. “You’re not going to have fewer wrinkles or wake up with no cellulite with my bath and body wash. But I deliver the experience of scent,” he said. Slatkin expects home and body could grow to as much as 40% of his company sales in the few years.

Another category Slatkin adding to this portfolio is air and auto fresheners. Tired of riding in Ubers or cabs that smelled like “armpits,” Slatkin developed auto hang tags with scents named Brand New Car and Limoncello Cupcake, sold at Walmart. “Smell like a new Mercedes even if it is an old truck,” he laughed.

Diversification into other brands can help offset the ebb and flow of candle sales, and sales trends validate his push in mass. Prestige candle sales declined 13% in 2024 versus the year before, according to Circana. By contrast, mass candle dollar sales, where Slatkin is positioned, increased 1% in 2025, generating $2.3 billion in sales. Notably, unit sales expanded by 3%, translating into real growth versus just price hikes.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Your hard work deserves to be rewarded! Apply for our premier small business awards program, the CO—100, to earn national media attention, get VIP access to premium networking events, and potentially be awarded $25,000! Apply and learn more, here.

Interested in a small business membership?

Find out how the U.S. Chamber of Commerce can help your company grow and thrive in today's rapidly-evolving business environment. Connect with our team to learn how a small business membership can benefit your bottom line and help you achieve your goals.

Published