It started as a side-hustle, pouring wax for candles at his dining-room table in the evenings. But what Matthew Herman began selling was soon attracting the attention of major fragrance houses…and customers around the world. In building his brand, Herman burned through his savings in 18 months…and that was before the pandemic hit. But during it, direct-to-consumer sales took off. But so much interest all of a sudden almost broke the business. Host Christine Lagorio-Chafkin spoke with Matthew about his innovative approach to branding, naming candles, and designing concepts that embrace complex dualities–and add up to a brand that’s helping to blur the gender binary in retail.
What I Know