Yankee Candle Unveils Brand Refresh, Partners with Actress Brittany Snow

2025.08.04

By: Chandler Harvey

Managing Editor

The Yankee Candle Company, part of the Newell Brands portfolio, announced a brand relaunch that features what the company describes as a cohesive modern design, new and improved wax blend and a lifestyle campaign emphasizing the emotional power of fragrance.

The refreshed collection is rooted in the belief that fragrance can be used as a powerful way to bring stories to life, said the company. Yankee Candle has 95 fragrances made to evoke stories that reconnect them to joy. The emotional connection is at the heart of the national media campaign, “The Scent You’ve Been Seeking,” designed to reconnect with its fan base as well as attract Gen Z consumers.

Enhancements to the brand relaunch, the company reported,  include a long-lasting fragrance and consistency from first to last burn, an upgraded plant wax blend, an improved burn engineered to reduce soot and tunneling and modernized product design with fragrance-first visuals and a cohesive design that aligns with today’s lifestyle and aesthetic preferences.

“This relaunch marks a significant moment in Yankee Candle’s evolution — not just in how our products look and perform, but in how they connect emotionally with consumers,” said Aaron Swart, senior vice president and general manager of home fragrance at Newell Brands. “Today’s fragrance lovers are seeking more elevated, personal experiences and we’ve thoughtfully reimagined our scented candle portfolio to deliver just that — helping consumers embrace moments lived to find joy in the here and now.”

In celebration of the relaunch, Yankee Candle has partnered with actress and director Brittany Snow.

“I’ve loved Yankee Candle for as long as I can remember,” Snow said. “Their fragrances have been the backdrop of some of my most memorable times and I’m thrilled to be a part of the next chapter of their brand story. For me, fragrance is such a big part of my life — and it has the power to reground me and spark joy amidst the everyday chaos. Recently, I’ve been burning Sage & Citrus while watching a movie after a busy day. It helps me be in the moment and be a part of my continued self-care.”

The Yankee Candle portfolio will be available at YankeeCandle.com, Yankee Candle retail stores and national retailers including Amazon, Walmart, Target, Kohl’s, Kroger and Meijer.