You’ve seen the candles: towering, textured, and smelling like an art gallery. They belong to Let Them Eat Candles, the brand that turned wicks into a status symbol. And lately, everyone is asking the same thing: just how much is this empire worth? Spoiler: it’s a lot more than the price of a single soy wax melt.
The Rise of a Waxy Empire
Let Them Eat Candles launched in 2018 with a cheeky nod to Marie Antoinette. The name itself is a wink at excess—a luxury product for a generation that loves irony. Founders Chloe Benjamin and Sarah J. Wilson started by pouring candles in a tiny Brooklyn studio. Now, they’re shipping tens of thousands of units a month to celebrities and normies alike.
Their net worth? Industry insiders estimate it hovers around $12 million as of early 2025. That figure comes from direct sales, wholesale deals with high-end boutiques, and a cult-like social media following. But it’s not just about the money—it’s about the vibe they’ve bottled.
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Why Everyone Wants a Slice
The brand’s secret sauce is scarcity with a smile. They drop limited-edition scents—like “Midsummer Night’s Garage” or “Matcha & Leather”—and watch them sell out in minutes. Each candle costs around $48, but resale prices on eBay can hit $200 for a rare batch. That’s not capitalism; that’s performance art.
Their marketing leans into aspirational chaos. You don’t just buy a candle; you buy the fantasy of a messy, beautiful life. Think: a half-eaten croissant on a marble counter, a dog sleeping on a cashmere throw, and your hand holding a flickering flame. It’s relatable luxury for the Instagram era.
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The Numbers Behind the Glow
Let’s break down the net worth. Their primary revenue stream is direct-to-consumer sales, which account for about 70% of income. The remaining 30% comes from partnerships with hotels like Ace Hotel and collaborations with brands like Reformation. They also sell a line of candle accessories—snuffers, matches, and ceramic trays—at premium prices.
A fun fact: their most profitable product is actually the “Eat the Rich” candle, a mossy patchouli blend that costs them $8 to make. They sell it for $52, a margin that would make any finance bro blush. That’s a 550% markup, and people line up for it.
Cultural Cachet Meets Cash Flow
The brand has been name-dropped in Vogue and on Euphoria. When a character on the show lit one during a breakdown scene, sales spiked 300% overnight. Pop culture placement is their rocket fuel. They don’t pay for it—they just make candles so photogenic that set designers beg for samples.
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Another layer: they’ve mastered the unboxing experience. Each candle arrives in a heavy box with a handwritten note and a bag of dried lavender. It feels like a gift from a friend who’s way cooler than you. That emotional connection turns buyers into evangelists, and evangelists into repeat customers.
Practical Tips from the Flame Masters
Want to replicate their success? Start small, think big. Benjamin and Wilson tested scents on friends for a full year before launching. They also limited early production to 100 candles per drop, creating instant demand.
Don’t ignore the power of packaging. Their boxes cost $4 each, but they increase perceived value by 200%. Also, build a narrative, not just a product. Every scent has a story—like “Day at the Races” (suede, champagne, and horse blanket). People buy stories, not wax.
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And here’s a pro tip: engage your haters. When trolls mocked their prices, the brand launched a “Too Expensive? Let’s Talk” Instagram Live series. It turned criticism into content, and engagement into sales.
Fun Little Facts to Lighten the Mood
Did you know the most expensive candle ever sold was a Let Them Eat Candles edition called “Crystal Debut”? It was encrusted with Swarovski crystals and listed for $2,500. Only three were made, and they sold in 48 hours.
Also, the founders once burned a $1,000 candle live on TikTok to prove its 80-hour burn time. Viewers watched for six hours straight. Drama, confetti, and a tax write-off in one stroke.
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On the flip side, they donate 5% of profits to environmental causes. So every flicker has a small karma kickback. It’s greenwashing? Maybe. But it’s also good business.
The Reflection: What the Flame Teaches Us
Let Them Eat Candles net worth isn’t just about a dollar figure. It’s a mirror of our own desires—to feel special, to belong, to light a little something in a chaotic world. Their success proves that luxury isn’t about price; it’s about story. You don’t need a $48 candle to have a good life. But the urge to treat yourself? That’s universal.
So next time you see a friend post a flickering shot, don’t roll your eyes. Admire the hustle. Then go buy a cheap candle, light it, and imagine your own empire. Because in the end, we’re all just trying to burn bright—on whatever budget we’ve got.