i was not familiar with this brand but a quick instagram search indicated that the brand lacks a bit of personality. i was not drawn in by the candles, they did not look like candles i desperately need. I think the brand needs to find a group to appeal to and hone in on that

Gen Z individuals grew up with family members who devoted themselves to working and providing, believing in if they work hard enough they can climb up and become part of the wealthy. As Gen Z started entering the work force more realized that hard work will not guarantee success, they realized how business take advantage of their workers and do not want to experience this. Gen Z individuals see their jobs as a job and do not let it consume their lives and if their current place of work is not treating them with respect, they will find another place of employment. In short Gen Z see work and their career as the least fulfilling part of their lives