British home fragrance brand marks recent success with expansion plans

wax lyrical uk

News Update: 14th July 2020

Wax Lyrical, the UK’s largest home fragrance company, has been commended by the UK Government on its agility during the Covid-19 crisis and, following a successful quarter, today announces exciting expansion plans.

Cumbria-based brand Wax Lyrical transformed its home fragrance business in March this year to manufacture hand and surface sanitiser and within 10 days from planning to production made its first delivery to the NHS, providing much needed products to local hospitals, care homes and pharmacies.

This month the brand has received national recognition for its response to the Coronavirus pandemic and was listed among 80 UK businesses in the UK Government’s international marketing campaign, “GREAT Inspirations” delivered by the GREAT Britain campaign.

In spring 2021 Wax Lyrical will be entering the personal care sector and will be launching hand wash and lotion, and body wash and lotion. This new product range is a natural evolution for the team of fragrance experts who have been monitoring the personal care sector for some time with the intention of launching its own range.

In addition to the news of personal care collections set to feature alongside its candles, reed diffusers and other home fragrances, the brand has also committed to continuing to produce its 70% alcohol hand sanitiser and 65% alcohol surface spray and is predicting continued demand for the product. 

The Cumbria factory has been working relentlessly to meet the national demand for sanitiser, with more than 1 million units distributed to trusts, health authorities and retail in the three months of production.

Following the brand’s recent success, Wax Lyrical’s parent company Portmeirion Group is investing approximately £1 million to extend the facilities of the Cumbria factory to support the growth of personal care manufacturing operations.

Jacqui Gale, CEO Wax Lyrical, said: “Whilst this wasn’t how we expected to mark out 40 years in business it has been monumental nonetheless. There’s been a great sense of pride from the whole team to be able to support the country at this time. The extension to our site in Cumbria reflects the ambition for the brand which is exporting British-made home fragrances globally, with new territories in the pipeline for 2021.”

Notes from Wax Lyrical 19.12.2019