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Committed to lighting the way to a better future

Toxic products are fast becoming a thing of the past. Moxie & Grace is here to educate consumers so that toxic candles follow suit!

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Project Description

Moxie & Grace is an early-stage consumer products company that offers naturally derived, ethically sourced, clean candles produced in the U.S.  The company launched its first product line in May of 2021.  The company plans to expand to other clean products such as soaps, lotions, bath bombs, and more.  


In recent years, buyers have become increasingly discerning about the ingredients in the products they bring into their homes, along with the sourcing and business practices of the companies producing them.  This has transformed the landscape of the consumer products industry and clean products have proliferated in almost every category.  

However, the candle segment is largely untapped as there are virtually no truly clean candles on the market.  Almost all commercially available candles contain questionable ingredients or sourcing practices with respect to the wax (or other medium), fragrance, wicks, and/or vessels.  Many products are “greenwashed,” a practice of marketing products to give the impression of being clean without truly backing up that promise with the product inside the package. The toxicity of candles is so concerning that some clean product devotees have banned candles from their homes altogether.  

Moxie & Grace offers a truly clean candle that satisfies even the most discriminating consumers.  Candles can make a space feel cozy, glam, serene, romantic, inspired, and…the list goes on and on.  We believe consumers should have their cake and eat it, too by enjoying ALL THE FEELS of a beautiful candle without having to compromise their standards. 


According to The National Candle Association, the U.S. retail candle market size is over $3 billion.  Candles come in a wide variety of shapes, sizes, and vessels, and it is estimated that there are more than 10,000 scents available in the U.S.

Candles are popular in every price range, from a $2 budget-oriented option to a luxurious, high-end candle priced at over $200.  The higher-end of the market has grown in recent years as the interest in home design has risen, driven in part by the popularity of home design networks such as HGTV.  Candles have been elevated in their importance in design and are increasingly purchased as a focal point for a table or countertop display, and for aromatherapy-like relaxation and stress reduction.  

In addition, high-end candles have benefitted from their status as a go-to gift.  According to The National Candle Association, candle purchasers say they view candles as an appropriate gift for the holidays (76%), as a housewarming gift (74%), a hostess/dinner party gift (66%), a thank you (61%) and as adult birthday gifts (58%).

Moxie & Grace offers a clean-burning, American-made, luxury candles designed to appeal to the discerning, high-end user.  Unlike other candles in the high-end segment, it will be the first of its kind to be truly clean, non-toxic, and responsibly sourced.


Moxie & Grace is pursuing both a wholesale and direct-to-consumer strategy.  Both will be supported by the company’s eCommerce site, which will have separate wholesale and retail storefronts.  

Target customers are health-conscious and eco-conscious consumers (primarily women) seeking naturally-derived, ethically sourced, clean products that are American-made, as well as the wholesale buyers that cater to these customers. Retail and commercial spaces such as restaurants, spas and salons, and event venues are also targeted customers.  

The company is employing a digital marketing strategy to raise awareness of its product and drive sales.  In addition, the marketing strategy will include educating consumers on the toxicity of candles that are not clean burning and the benefits of Moxie & Grace as a truly clean alternative. 

Moxie & Grace retained the marketing firm RedTag Digital to develop a multi-channel digital marketing strategy.   The company also hired a Digital Marketing Director, who started in March 2021.  The Digital Marketing Director will work in collaboration with RedTag digital to manage the day-to-day activities involved with executing the marketing strategy and managing consumer engagement. 


In addition, the founders of Moxie and Grace feel the greatest gift is giving back. The company has developed a partnership with the Child Mind Institute, an independent, national non-profit dedicated to transforming the lives of children and families struggling with mental health and learning disorders.  They will receive proceeds from sales of Moxie & Grace products and partner with the company to spread the word via a social impact marketing campaign.  

At Moxie & Grace we feel it is our obligation to educate others on the toxic ingredients found in most store-bought candles and the repercussions they have on your health and the environment.  To do this we are utilizing multiple marketing and advertising options that exist today, such as print, social media, PR pitches, influencers, and online and in-person markets.  As a new company, we recognize the need to utilize all that is available, though we are finding this to be cost-prohibitive.  To date, Moxie & Grace has been fully funded ($250k) by the founders.  However, we recognize with the substantial costs associated with deploying a comprehensive marketing and advertising strategy, that it is time to seek funding from outside investors. At this time we are seeking to raise $350k. All funds raised will be used to enhance our current marketing and advertising efforts as well as provide capital for costs associated with our day to day operations. 


The Moxie & Grace team, (which consists of our 2 founders, Steffanie & Stefanie, our digital marketing director, Madison, our administrative director, Katie, our sales representative, Alyssa and our couldn’t live without her assistant, Emily) would like to extend our gratitude and say thank you! We are honored that you took the time to read about us and our mission and truly look forward to working with you should you chose us. 


The Campaign FAQs

1) What sets us apart from other candle companies?

At Moxie & Grace we are:

~Luxury~Toxin-free~100% woman-owned & operated~Hand poured in the USA~Sustainable ingredients~Utilize recyclable packaging~Committed to giving back to families & children struggling with mental health and learning disorders

2) How much growth have we seen since our launch on May 26, 2021?

We have over $21k in sales to date, are in 6 brick & mortar boutiques (5 states) and 1 eCommerce boutique, and have over 1300 followers between Instagram and Facebook. 

3) What type of capital are we seeking?

Equity capital




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Just Because I Care

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About the Entrepreneur

Nicholasville, KY
Created 1 Campaign
Health + Science
Social Good


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Just Because I Care

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