How The New Savant creates surprising fragrances for modern consumers

The Dreamgirl candle reimagines young love through a queer lens. Supplied
The Dreamgirl candle reimagines young love through a queer lens. Supplied
The New Savant co-founders Ingrid Nilsen and Erica Anderson (l-r). Supplied
The New Savant co-founders Ingrid Nilsen and Erica Anderson (l-r). Supplied
Modern scent studio The New Savant has big plans to disrupt the US$10.39 billion candle industry, which has experienced significant growth in the past few years, largely due to the rise of wellness and self-care culture, as well as the impact of Covid. Even since pandemic restrictions have loosened up and consumers have returned to working in offices and shifting their spending towards travel, there was still a strong market for fragrance products, particularly candles.  Market research firm St

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