Shopify Masters From Kitchen Side Hustle to Sephora: How Harlem Candle Co. Hit Millions Without Investors
Dec 11, 2025
Teri Johnson, founder of Harlem Candle Company and Harlem Perfume Company, turned a kitchen side hustle into a multimillion-dollar fragrance empire. She shares how her passion for storytelling rooted in the Harlem Renaissance guided her brand's identity. From selling out pop-ups to selling scents online without samples, Teri highlights her groundbreaking marketing strategies. She reveals the importance of community support, genuine customer engagement, and maintaining operational integrity, all while prioritizing peace over endless growth.
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Kitchen Gifts Sparked A Business
- Teri started making candles in her Harlem kitchen to gift friends because she loved receiving candles herself.
- Early handcrafted candles looked rough but smelled amazing and sold out at pop-up markets, prompting her to go all in.
Reinvest Revenue To Grow Slowly
- Reinvest every dollar you make early on to build inventory, packaging, and better fragrances.
- Use direct-to-consumer sales to protect margins and fund premium packaging and quality materials.
Describe Scent With Expert Copy And Visuals
- Hire experienced fragrance copywriters to describe scents when customers can't smell products online.
- Invest in high-quality visuals and photographers to convey the product's mood and attract buyers.