When Kristen Pumphrey started P.F. Candle Co., she just wanted to make a living by creating things. What began on a kitchen stovetop eventually scaled into a vertically integrated fragrance brand, with three brick-and-mortar stores and distribution to some of the biggest retailers in the country.
Here’s how Kristen built P.F. Candle through a combination of DIY determination, strategic scaling, and listening closely to customer behavior.
1. Define your niche and stick to it
At the time Kristen started her brand, most candle companies were marketed toward women, with both feminine scents and packaging. That left an opportunity for candles that felt gender-neutral, with clean design and scents that appealed across the board.
“You have to figure out what’s not being fulfilled in the market,” Kristen says. “For us, that was creating a unisex candle.” Kristen designed amber jars and scents inspired by nature and cities she loves.
That decision has given the brand a competitive edge. P.F. Candle’s male customer base has grown from around 5% to more than 30%.
2. Build in public and use organic content to do it
Long before paid ads, Kristen built P.F. Candle through storytelling. She shared photos of her husband and business partner, Tom, pouring candles, posted real-time updates, and let customers into the process. “Only you can show behind the scenes. That’s something no one else can give,” Kristen says.
That authenticity helped customers trust and relate to Kristen and Tom. Because of that content, the company grew a devoted base of early supporters—and it still drives engagement today.
3. Let your data guide expansion
Shopify’s built-in customer data helped Kristen make one of P.F. Candle’s biggest bets: opening a store in Brooklyn, New York. “Without the data we saw using Shopify, I don’t think we would’ve had the guts to go and open it,” Kristen says. After the store opened, Brooklyn quickly moved from P.F.’s fourth-largest market to its second.
4. Say yes, then figure it out
Not all growth needs to come from a long-term product roadmap. Some of P.F.’s top-selling products—like diffusers and incense—were created in response to retail requests. When Urban Outfitters asked if Kristen could make incense, her answer was simple: Sure. Her DIY attitude helped her navigate the challenges of producing an entirely new product.
That same spirit now drives P.F. Candle’s product expansion strategy, including a new luxury line called Hi-Fi. “What we noticed is that we had this kind of fall off of customers who were graduating from P.F.,” Kristen says, explaining that some customers would opt for more luxury candles as they got older. So P.F. Candle created a premium line to meet that demand and grow with their customers.
P.F. Candle’s growth has come from doubling down on what makes it unique—from its DIY roots to limited-edition collabs with indie creators.
To learn more about how P.F. Candle went from craft fairs to one of the most recognizable candle brands, listen to Kristen’s full interview on Shopify Masters.
