Creating fabulous fragrances

Freckleface Home Fragrance began life as a cottage industry and has grown into an international brand. Kate Chapman meets founder Tara Carlile-Swift.

What began as a kitchen-table project for Tara Carlile-Swift and her 14-year-old son Noah – hand-pouring wax melts and candles as heartfelt gifts – soon grew into something much bigger, heralding the launch of Freckleface Home Fragrance.

Tara, who lives near Boston, wanted to give Noah, now 22, an insight into the workings of a real business and between them they’ve created a thriving brand known for its irresistible scents, with a devoted following.

Established in 2017, Freckleface Home Fragrance’s range is now available from more than 800 stockists nationwide. It has a popular website, five shops – located in Red Lion Square, Stamford, Sincil Street, Lincoln, two in York, and a fifth newly opened in Cheltenham – and has collaborated with Laura Ashley, the Royal Horticultural Society (RHS) and the Historic Royal Palaces on bespoke product ranges.

There are plans for more stores too, while the brand is preparing to launch in Europe and America and is moving into the wellness market with new products.

It’s become a real family affair, with Simon (Tara’s husband and Noah’s dad) coming on board in 2022.

He’s taken up the role of operations director, overseeing their Spalding workshop, where all of their products – including seven million wax melts a year – are handmade.

“A lot has happened in a really short space of time,” says Tara, who is company founder and managing director. “We always knew we wanted the business to be ethical – something Noah could be proud of as he grew up.

“When you’re running a business with a 14-year-old you’ve got to think about these things, I said from the start let’s do this in the kindest possible way to the people and the planet around us.

“It’s all grown organically – but we still manufacture everything by hand using artisan methods and materials, as we did when we first worked at the kitchen table.

“We never could have imagined things would turn out as they have – there have been some real ‘pinch me’ moments, including being asked to exhibit at RHS Chelsea Flower Show.

“We couldn’t believe it was possible, and to be awarded five stars for our first trade stand there was amazing.”

While home-schooling Noah, Tara – who has a background in branding and marketing – decided to introduce an activity to keep him busy and teach him how a business works.

She recalls: “Noah had a lot of entrepreneurial spirit. We decided to make wax melts and candles for family and friends as Christmas gifts.

“I also love gardening, so we put little petals and flowers from the garden on our products.

“It was a fun hobby and something we could do at home, but something that could also be a business to learn about, looking at things like spreadsheets and marketing.

“Noah picked it up quickly, designing our branding and he built us a website.”

Scent combinations
Tara knew early on they had something special, and this was confirmed when Noah took a stand at a school Christmas fair and sold out in one afternoon. They attended more events and soon had a following for their ethical, vegan products, which also include reed diffusers, bath salts and room sprays.

Tara recalls how customers would come knocking on the door seeking to buy candles and wax melts, which come in delicious scent combinations including honeysuckle and jasmine, English rose and raspberry, and lemon and lavender.

In the early years Tara packed her car with Freckleface Home Fragrance products and drove around the country attending hundreds of country fairs, shows and events, while Noah remained at home.

“I was literally sleeping in my car. We had no money whatsoever. We’d grown the business all organically, there had been no funding, no investment.

“I did over 100 shows, taking our products to the consumer, where I met lots of our lovely customers who have been loyal to the business.

“They seek us out online, visit our shops and found out that we have this incredible story and that they were supporting a young entrepreneur’s dream. People loved that.”

Trade events followed and soon Freckleface Home Fragrance was stocked in small garden centres and gift shops and then bigger stores including Whole Foods and Fenwick’s. Once the initial lockdown restrictions were eased, the family opened its first shop in Stamford.

“I didn’t know if I was brave and brilliant or slightly mad to open during lockdown. We had people peering through the window saying, ‘You do know the High Street is closed?’” laughs Tara.

“Covid, although terrible, gave us an opportunity, and some time and space, to think about these things. When we opened the doors, people were really kind to us. Fragrance needs to be smelled, and we needed to connect with our customers.

“We knew for our family that we didn’t want to keep traipsing around the country to see customers, we wanted a fixed location.”

Building the business
In his role as director, Noah oversees the shops and plans to open two to three each year going forward. Having already worked alongside her son for seven years, Tara admits she often forgets how young he still is.

“Working with family has its challenges, but we’ve survived and built a business together that we’re incredibly proud of. A lot of mums ask how I’ve worked with a teenager, how have I got him out of bed to work, but I didn’t have to. He had that in himself to do it. It was going to happen with or without me.”

While Noah focusses on the retail side of things, Tara is developing new products including bath bombs and essential oils as part of a move towards the wellbeing sector.

“Everything I design with the scents is based on a family story, a trip we have taken, something nostalgic, or Mother Nature – the things I am passionate about,” she adds.

All the firm’s packaging is plastic-free, printed in the UK and ingredients are sourced as locally as possible, including the dried flowers and petals which top the wax melts.

“It’s a really exciting time, we have a lot going on. The British High Street is a special place where we want to have a presence. Our customers are so supportive, we really need to be part of that community,” adds Tara.

“We’re so grateful to the local communities that have supported us, people don’t have to spend money with us, the fact they like to shop and support us is nice, it really does mean a lot.”

For more information visit www.frecklefacehomefragrance.com

Photographs: Freckleface Home Fragrance

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