Could you introduce yourself, your business and tell us a bit about your background?

Hi, I'm Emily Lynam, founder of Yougi. We create 100% natural aromatherapy candles, essential oils, and diffusers, but we're really about so much more than products. We're offering an antidote to the chaos of modern life through mindful scent rituals and hands-on workshops here in London.

My journey to Yougi was quite winding. I spent over 10 years in buying and product development for major retailers, which gave me incredible insight into how products are made and marketed. But the real transformation happened during yoga training in India, where I discovered Ayurveda and yogic philosophy. That experience opened my eyes to how disconnected we've become from ourselves and nature. I started experimenting in my kitchen in 2019, blending therapeutic-grade essential oils, and Yougi was born from that desire to help people reconnect through the power of scent.

How would you describe what makes Yougi stand out from other brands?

What sets us apart is our unwavering commitment to complete transparency. Every single ingredient we use is listed clearly, and we explain exactly why each essential oil is there and what therapeutic benefits it brings. You won't find any synthetic fragrances or hidden ingredients with us.

But beyond transparency, it's our combination of premium products with experiential learning. We're not just selling you a candle – we're inviting you into our Shoreditch studio to craft your own, to understand the process, to slow down and reconnect with yourself. We've been recognised by Time Out as offering the 'Best Classes in London,' and that hands-on element is really what transforms customers into a community.

You started out experimenting in your kitchen. Looking back, what were the biggest challenges in scaling from those first homemade products to running a growing business?

The biggest challenge was maintaining that artisanal quality while scaling production. When you're hand-pouring candles in your kitchen, you control every detail. As we grew, I had to learn how to systematise that care without losing the soul of what we do.

Stock management became crucial – tracking raw materials, predicting demand for seasonal scents. And finding the right people to help maintain our standards, especially for workshops. You can't just hire anyone to teach candle-making; they need to understand aromatherapy, connect with people, and embody our values of mindfulness and transparency.

The other challenge was resisting the temptation to compromise on ingredients for better margins. Staying 100% natural when you're competing with synthetic alternatives requires real conviction.

You worked in buying and product development for over 10 years before launching Yougi. How did that experience influence the way you set up and run your own brand?

That decade taught me to think like a retailer from day one. I understood what buyers look for – consistent quality, reliable supply, clear positioning. When we approached John Lewis and Selfridges, I knew exactly how to present our products and tell our story in a way that resonated.

But more importantly, I learned to spot gaps in the market and understand what consumers really want versus what they're being offered. I saw firsthand how brands could manipulate through marketing while hiding poor ingredients. That experience made me determined to do the opposite – to be radically transparent and put quality first, even if it meant higher costs.

In your time as a buyer, you discovered the fragrance industry's lack of transparency. Can you talk about that moment of realisation and how it shaped your mission with Yougi?

It wasn't one moment but a gradual awakening. I'd see ingredient lists with terms like "parfum" or "fragrance" – which legally can hide hundreds of synthetic chemicals. I started experiencing skin irritation from products I'd previously loved, and when I tried to understand why, I hit wall after wall of opacity.

The breaking point was realizing that even "natural" brands were using synthetic fragrances and marketing themselves as clean. I felt betrayed, both as a professional and a consumer. That's when I decided that if I ever created products, every single ingredient would be listed and explained. No hiding behind trade secrets or regulatory loopholes.

When you were a buyer, did you ever notice gaps in the market that planted seeds for what you're now doing with Yougi?

Absolutely. I saw how fragmented the wellness space was – you had luxury candles with synthetic fragrances, or "natural" products that felt clinical and joyless. There was nothing that combined true transparency, therapeutic benefits, beautiful design, and accessible pricing.

I also noticed how much people craved authentic experiences. Pop-ups and workshops were becoming huge, but most were just marketing exercises. I saw an opportunity to create something genuinely educational and transformative – where people could learn, create, and connect with like-minded individuals.

Buyers get exposed to hundreds of products daily. Were there any lessons from that side of the table that shaped how you present and market your own brand today?

The biggest lesson was that storytelling beats features every time. I'd see technically superior products fail because they couldn't connect emotionally, while brands with compelling narratives would fly off shelves.

I also learned that consistency is everything – in quality, messaging, and visual identity. Customers need to know what to expect from you. That's why our branding is deliberately simple and our ingredient transparency is unwavering across every product.

What gave you the confidence to take the leap from product development to creating your own products from scratch?

Honestly, it was a combination of frustration and inspiration. The frustration came from seeing the gap between what the market offered and what people actually needed. The inspiration came from my yoga training in India – experiencing firsthand how powerful natural aromatherapy could be for wellbeing.

But the real confidence came from testing. I started giving my kitchen experiments to friends and colleagues, and their reactions were incredible. When people started asking where they could buy them, I knew I was onto something special.

When did you first realise how unregulated the fragrance industry was, and what impact did that have on your trust in the products you were buying?

The fragrance industry is essentially self-regulated, which means brands can claim almost anything. I discovered that "natural fragrance" could still contain synthetic components, and that "parfum" on an ingredient list could hide dozens of undisclosed chemicals.

This completely shattered my trust. I started reading every label obsessively, researching ingredients, and realizing how much I'd been taking on faith. It made me incredibly skeptical but also determined to create something different.

How did your own experience with irritation from synthetic fragrance influence the way you decided to approach formulation?

My skin became my testing ground. Every blend had to pass the "Emily test" – if it irritated me, it wasn't going into a product. This led me to pure essential oils and understanding which ones work synergistically without causing sensitivity.

I also realised that less can be more. Instead of complex blends with 15 ingredients, I focused on carefully balanced combinations that deliver therapeutic benefits without overwhelming the system.

How do you communicate transparency in your branding and marketing in a way that resonates with customers?

We make it simple and visual. Every product page lists every ingredient with explanations of why it's there and what it does. We use mindful language – talking about oils being "carefully blended" rather than just "mixed."

But beyond ingredients, we're transparent about our process. We show behind-the-scenes content, share our failures alongside successes, and always position ourselves as learning alongside our customers rather than as experts talking down to them.

How important has clear communication been to building trust with your audience?

It's been absolutely fundamental. In a market full of greenwashing and vague claims, being specific and honest immediately sets you apart. When we say "100% natural," we mean it, and we prove it by listing every ingredient.

Clear communication also educates our customers, which creates deeper loyalty. When someone understands why we use bergamot for mood-lifting or lavender for relaxation, they're not just buying a product – they're investing in their wellbeing with knowledge.

How do you balance staying true to your wellness values while making your products accessible to a wider market?

We focus on education rather than intimidation. Aromatherapy can seem esoteric, so we break it down into simple, practical benefits. Instead of talking about "therapeutic-grade essential oils," we explain that our Soothe blend helps you unwind after a stressful day.

We also price accessibly. Yes, natural ingredients cost more, but we'd rather have smaller margins and reach more people than be a luxury-only brand. Wellness shouldn't be a privilege.

Do you remember the first time one of your blends "clicked" and you thought: this could really work beyond my own kitchen?

It was actually our Manifest blend. I was going through a particularly stressful period and created this combination of frankincense, bergamot, and cedarwood to help with focus and intention-setting. The first time I lit that candle, the shift in my mental state was immediate and profound.

When I shared it with friends, they had similar experiences. One friend said it became part of her morning ritual, another used it for meditation. That's when I realised we weren't just making nice-smelling candles – we were creating tools for transformation.

How do you balance making products that are both natural and affordable?

It's challenging, but we focus on efficiency and direct relationships. We source ingredients directly from suppliers, cutting out middlemen. We also batch our production intelligently and choose ingredients that deliver maximum therapeutic benefit at reasonable cost.

Sometimes it means saying no to the most exotic oils in favor of equally effective but more accessible ones. Lavender might not be as glamorous as rare rose otto, but it's incredibly effective and allows us to keep prices fair.

At what point did you feel you'd gone from hobbyist to business owner?

When John Lewis said yes. Up until that point, it felt like an extended experiment. But when a major retailer wanted to stock our products in 24 stores, the reality hit – this was a real business with real responsibilities.

Suddenly I wasn't just making candles for friends; I was committing to consistent quality, reliable supply chains, and professional standards. It was terrifying and exhilarating in equal measure.

What role did the Back Her Business crowdfunder play in shaping Yougi's launch?

The crowdfunding was transformative, not just financially but strategically. It forced me to articulate our mission clearly and test whether people connected with our story. The fact that strangers backed us validated that we were solving a real problem.

It also taught me about community building. Our backers became our first ambassadors, sharing our story and bringing friends to workshops. That early community foundation has been invaluable for growth.

How did you approach convincing strangers to believe in your mission during crowdfunding?

Authenticity and vulnerability. I shared my personal journey – the skin irritation, the disillusionment with the industry, the discovery of aromatherapy in India. People connected with the human story behind the brand.

I also focused on the problem we were solving rather than just the products. Everyone could relate to feeling stressed, disconnected, or overwhelmed by synthetic everything. We positioned Yougi as a solution to modern life's challenges.

Running your own brand vs. working as a buyer: what's been the biggest surprise difference?

The emotional investment. As a buyer, you could move on from products that didn't work. As a founder, every product is personal. When something doesn't sell or gets a bad review, it feels like a reflection of your values and vision.

But the flip side is incredibly rewarding. When customers share how our products have helped them sleep better or feel calmer, that connection is something you never get in traditional retail.

How do you ensure Yougi stands out in the competitive wellbeing space?

By being genuinely different rather than just claiming to be. We don't just say we're natural – we prove it with complete transparency. We don't just sell products – we teach people to make their own. We don't just talk about wellness – we create experiences that genuinely transform people's relationship with scent and self-care.

Our workshops are key to this. When someone spends two hours in our studio learning about aromatherapy and crafting their own candle, they become part of our story in a way that online shopping can never achieve.

What marketing strategies have been most effective for you?

Word of mouth has been our strongest channel, which tells you everything about the importance of product quality and customer experience. But we've also found success with authentic social content – showing real workshop moments, behind-the-scenes production, and genuine customer stories.

Google has been crucial for organic reach, and TikTok has surprised us with how well our content resonates there. The key is always authenticity over polish.

Have there been any marketing channels that surprised you in terms of effectiveness?

TikTok completely caught us off guard. I initially thought our audience wouldn't be there, but our behind-the-scenes candle-making videos and aromatherapy tips have found a huge audience. It's taught me not to make assumptions about where your customers spend their time.

LinkedIn has also been unexpectedly effective for our corporate workshop bookings. Sharing founder stories and wellness tips has attracted HR managers looking for unique team-building experiences.

How do you nurture your loyal following beyond just selling products?

Education and community. We share aromatherapy tips, seasonal rituals, and wellness practices regularly. Our newsletter feels more like advice from a friend than a sales pitch.

The workshops create real relationships. People come back not just for new products but to reconnect with the community they've found. We've had customers become friends, workshop attendees who now bring their colleagues for team events.

Was helping people reduce stress and improve wellbeing always the mission from day one?

The wellness mission evolved from personal experience. I started making products because I needed them – natural alternatives that actually worked. But as I shared them and saw the impact on others, the mission became clearer.

Now I see every product as a tool for reconnection. In our overstimulated world, taking time to light a candle mindfully or diffuse calming oils becomes an act of self-care and rebellion against the chaos.

How do you communicate the balance between aromatherapy as science and art to customers?

We ground the art in science. When we talk about a blend being "uplifting," we explain that bergamot contains compounds that can genuinely affect mood. When we describe a ritual as "grounding," we share how certain scents activate the parasympathetic nervous system.

But we never lose the magic. The science gives credibility; the art gives meaning. Both are essential for true transformation.

Do you see Yougi more as a fragrance brand or a wellbeing brand?

Definitely wellbeing. Fragrance is our medium, but transformation is our mission. We're using scent as a pathway to help people slow down, reconnect, and find moments of peace in their busy lives.

The fragrance industry often focuses on attraction or luxury. We focus on healing and connection – with yourself, with nature, with community.

What's been the hardest part of running your own business so far?

The responsibility for everything. As a buyer, I had specialists for marketing, operations, finance. As a founder, you're the final decision-maker on everything while often lacking expertise in key areas.

The other challenge is maintaining work-life balance when your business is so personal. It's hard to switch off when your products are meant to help others relax!

If you could give yourself one piece of advice when starting Yougi, what would it be?

Trust your instincts more and worry about perfection less. I spent months refining formulations that were already great because I was terrified of launching something imperfect. But customers want authenticity over perfection, and you learn more from real market feedback than endless tweaking in isolation.

What did you find most rewarding about stepping into the role of teacher?

Seeing the moment when someone "gets it" – when they understand how a particular scent affects them or successfully create their first candle. There's this beautiful transformation that happens in workshops where people arrive stressed and leave centered.

Teaching also keeps me connected to why we do this. Every workshop reminds me that we're not just making products; we're sharing tools for better living.

How do you bring your product development expertise into your classes?

I share the "why" behind everything. Instead of just teaching people to pour wax, I explain why we choose soy over paraffin, why wick size matters, how different essential oils behave in wax. People leave understanding not just how to make a candle, but how to make a good one.

This transparency builds trust and often leads to deeper appreciation for our retail products. When someone understands the craft, they value the craftsmanship.

What role do workshops play in Yougi's growth?

Workshops are our secret weapon. They're 80% of our revenue, but more importantly, they create evangelists. Someone who's spent an evening in our studio becomes a brand ambassador in a way that's impossible to achieve through traditional marketing.

They also provide direct customer feedback and inspiration for new products. Some of our best blends came from workshop experiments.

What do you hope people walk away with after a class beyond a great-smelling product?

A sense of capability and calm. I want them to realise they can create beautiful things with their hands, that slowing down feels good, and that self-care doesn't have to be complicated or expensive.

Many people tell us workshops remind them of childhood creativity they'd forgotten. That reconnection with playfulness and making is just as valuable as the aromatherapy benefits.

Where do you see Yougi in the future?

Expanding our mission globally while staying true to our artisanal roots. We're exploring the Middle East and US markets, but always with that same commitment to transparency and community building.