The Sero Story

It's really just beginning.

We love burning candles.

You shouldn't have to sacrifice aesthetic for sustainability,

or convenience for quality.

We created a new kind of candle that has it all.

Sero (v.)

To grow, to cultivate, to plant, to create, from the start (from zero).

Sero Candles (n.)

Premium wood containers that hold 100% recyclable candle refills.

How we started on this journey

The inspiration was born from a love of entrepreneurship, a passion for product design, and a longtime goal to start a product business.

Inspiration struck in 2019 while watching others pitch their businesses on Shark Tank. We were reluctant to light our expensive ceramic candle, because lighting it meant burning it down - and then what do we have.. an expensive, waxy, empty container?

How many people were feeling the same way, reluctant to burn their expensive luxury candles?

Curious if there were alternatives, we did a bit of research and quickly learned there were very few, and in fact, the whole candle industry was quite wasteful - relying mostly on single-use containers.

These beautiful containers were destined to become trash, or at best, some aspirational crafting project to repurpose them.

Was no one offering a better option??

And so the idea was born.

A refillable candle with luxury aesthetics & quality, without the waste of single-use containers.

Fast forward a few years through a pandemic, 3D printing countless prototypes, nearly burning down the house (twice) testing new materials, navigating the trials of manufacturing & product design, and you find us where we are today.

We're proud to launch the first Sero Candles, with many more to come.

It's not just a candle, or even just a refillable candle - it's a new way to burn candles.

Ben LoBue, & Co

Regularly humbled founder

We've learned a few things along the way

Candles bring people joy

There's something primal and grounding about burning candles. The right burn with the right scent in the right setting doesn't just enhance, but creates the mood.

You breathe what you burn

Many candles contain unnecessary chemicals. We've selected each ingredient to be clean, natural, and something we'd want to breathe in ourselves.

Candles aren't recycled

This was shocking to learn because they're glass. But it's usually a different kind of glass - borosilicate glass - which isn't recyclable in our normal curbside programs.

We all want to do better

Our containers cost more, but if you adopt the refillable system it's actually quite cost effective. That's the point. No more single-use containers entering the landfill.

So we've adopted a few things along the way

Wood Containers

Our interlocking, two piece wood containers provide a beautiful, seamless aesthetic for our recyclable candle refills.

100% Aluminum Refills

Aluminum is infinitely recyclable and widely available. With welded wick clips & laser etching, each refill is 100% aluminum & 100% recyclable.

Luxury Quality Candles

100% vegetable wax, the cleanest fragrance oils available, and responsibly sourced wood wicks. That's it. Poured in the USA.

Plastic-free Packaging

Our unique tube packaging not only eliminates plastic, but utilizes space as efficiently as possible. Great for shipping, and for storage.

We're just getting started.

We want to create a company that we can be proud of,

that our friends and family can be proud of,

and that you can feel proud of as a Sero Candles customer.