Why Nest New York Is Turning Its Bestselling Holiday Candle Into Fine Fragrance
As fragrance continues to have a moment, home fragrance brand Nest is strategically going about diversifying its categories.
Nest New York has been known for its candles for decades, but now, it is increasing its investment in fine fragrance. This month, the brand is bottling up its bestselling Holiday line of candles and home fragrance into a personal fragrance, in a move to fuel its next phase of growth. According to the company, the Holiday Classic Candle has been translated into the new Wonder eau de parfum to capture the scent that its customers have associated with the holiday season. With Wonder’s launch arriving in time for the holidays, Nest is capitalizing on its already-recognizable home fragrance brand to help build out a fine fragrance business in the coming years.
Founded in 2008, the foundation for Nest’s shift into fine fragrance began in 2021 with the launch of perfume oils. Fine fragrance represented about 40% of Nest’s new product launches in 2025 and 75% in 2026.
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