In November 2019, Melody Lim was navigating the world of marketing at a skincare startup while indulging in her passion for crafting candles in her spare time. Little did she know that her side hustle would blossom into Mala the Brand, the Vancouver-based candle company that has become a global sensation.
Timing, they say, is everything. Frustrated with the workplace culture in which she was immersed, when the pandemic struck Lim found herself at a crossroads. She chose to leave her job and focus on building Mala, and with the help of her family, she moved production from her kitchen to various spaces in their home before the brand's growth necessitated a leap to a proper facility.
"The pandemic came at kind of a decent time," Lim recalls, speaking to V.I.A. by phone.
E-commerce was booming, thanks to people staying home and shopping local (and online). "During that time, 'wellness' and 'home,' were a big focus," says Lim.
Wellness was becoming a buzzword, and Mala's candles happened (and still happen) to touch on numerous components of the concept. At its simplest, deploying candles for well-being is as simple as having one lit to create a meditative or stylish space in which to journal, bathe, or unwind.
Focus on sustainability a key element of the brand
More so than any big box store's endless parade of smell-good candles can offer, though, is Mala's emphasis on sustainability.
"There's so much mindless consumerism," Lim observes.
Mala candles are made with renewable soy wax with Forestry Stewardship Council-certified wood wicks (made of post-consumer waste). They are poured into charming cans that are 100 per cent recyclable, adorned with recycled stickers, and the cards are made with 100% post-consumer paper and feature a recycle-compatible adhesive.
The candles are vegan, as are the plant-based packing peanuts they use (which dissolve in water for easy disposal).
Thanks to a partnership with Veritree, for every full-sized Mala candle purchased a tree is planted. So far, there have been over 76,000 trees planted thanks to Mala.
Mala's scents tap into nostalgia, like the wooded escape vibes of "Cabin Fever" or the Saturday morning childhood bliss of "Cereal." Spring scents up for grabs include "Toast," "Mimosa," "Lake House," and "Lavender Fields."
Add in the fact that Lim is a female entrepreneur working hands-on to build her business in Vancouver, and the brand's appeal is undeniable.
'I was a total baby with entrepreneurship' says Mala founder of company's early days
On the inside, however, Lim looks back at her start as being a challenging time of vulnerability and uncertainty.
"I was a total baby with entrepreneurship," she laughs, recalling her early days. "I've made so many mistakes along the way. I always say to myself: 'If I knew then what I know now...'"
For Lim, the foundation of Mala is rooted in community and building connections; after leaping into the realm of entrepreneurship, Lim was able to shore up her resilience, embrace the opportunity for growth, and gradually step out of her introverted shell to forge connections within the business community.
Lim says she found support and guidance through initiatives like the League of Innovators, an incubator founded by HootSuite entrepreneur Ryan Holmes.
Through programs and a vibrant community, she honed her skills and found solace in knowing she wasn't alone in her struggles.
She considers herself an introvert, Lim explains, which means she spent Mala's early days pushing herself to forge crucial connections.
'All humans really crave connections'
"It took a lot," Lim recalls, describing reaching out cold to other business owners to ask them if they would go for a coffee with her and talk.
As it turns out, Lim found more often than not, people were happy to share their wisdom with the young entrepreneur.
"When you reach out, people just want to help," says Lim.
Despite seeing herself as someone who shied away from "meeting new people," Lim soon discovered the power of connection in Mala's first years.
"I think innately all humans really crave connections," she observes. Now Lim operates from the perspective of a business owner who not only continues to actively seek out other like-minded entrepreneurs but also who can "pay it forward" and help others, too.
Collaborations a key to candle brand's success
Given Lim's approach, it's no surprise that some of Mala's products are the result of collaborating with other businesses and personalities, whether it's her reaching out to them or the businesses finding Mala and getting in touch with Lim.
From turning flavours from Vancouver's Rain or Shine Ice Cream into candle scents to partnering with renowned brands like Benefit Cosmetics, Lim's emphasis on collaboration underscores the brand's ethos of connection and shared values.
Some of the collaborations are the result of Mala's presence on social media, like one earlier this year with TikTok's "Condiment Claire" which yielded a limited edition farmers' market-inspired candle.
Thanks to platforms like TikTok and the formative era of the pandemic when so many people were at home scrolling, social media has helped grow Mala.
However, Lim points out that the digital space is now full of small businesses vying for customers' attention amidst an economic slowdown.
'I've always seen us as a Vancouver brand'
And Lim has used social media to candidly share about the challenges she faces with her business. As a result, she's heard from other businesses who are going through some similar struggles amidst the shifting retail landscape, particularly as small boutiques that stock products like Mala face closure and spending habits change.
As Mala the Brand evolves, Lim remains grounded in her roots. "I've always seen us as a Vancouver brand," asserts Lim.
Looking ahead, Lim navigates uncertainty with optimism. "I don't know what the next five years hold," she confesses.
Certainly, Lim hopes to lean more into collaborations, which are both successful and gratifying. She also has plans to relaunch Mala's website, which she admits has remained the same since she threw something rudimentary up on the web all those years ago to get the business going.
While many people scrolling Instagram might encounter Mala and assume they are a U.S. brand, maybe based in L.A. or New York, Lim is so proud to run her business in Vancouver.
"I was born and raised here. This will always be my home."
With many of the candle scents inspired by the West Coast's natural beauty and a commitment to local partnerships, Lim envisions a future where Mala becomes synonymous with her beloved hometown.
Why shopping local is more important than ever
And though Mala blossomed online, there's something Lim finds appealing about an IRL brick-and-mortar space.
"I've always dreamt of creating a little store in Vancouver," she says.
She may not have a store yet, but Lim is quick to voice how valuable customer support is to small businesses like hers.
Mala, like many brands, enjoys sales booms during peak holiday shopping seasons, especially given that candles are often thought of as a "seasonal product." But year-round support is crucial, as is a customer's engagement with a brand directly, despite the temptation to hop on a portal like Amazon to do some fast and convenient shopping.
"For so many small businesses, closing down is a harsh reality," says Lim, offering Vancouverites a "gentle reminder" to continue to support local throughout the whole year.
"Get into your neighbourhood," she urges. "Shop at a market with small business vendors, discover something new."
Lim knows this all too well; once upon a time and not too long ago, one of those vendors would have been her.
Follow Mala on Instagram @malathebrand.
