Cristian Luca is one of the Co-Founders at Nose Best Candles, a vibrant and inclusive candle start-up based in Brooklyn, New York. Nose Best brings a fresh and multi-sensory experience to the world of candles, combining captivating fragrance blends with curated Spotify playlists and cocktail recipes, ensuring that every burn is an immersive and delightful moment.

During the interview, what stood out to us is the origin story behind Nose Best. Cristian came up with the idea on the A train in New York City, shared it with his best friend, Brittany Furnari, and they started the company together in the middle of the pandemic. Since then they have been creating and selling candles that you can “smell, taste, and hear” since 2020.

Let’s jump right in!

What was the inspiration behind Nose Best Candles and how did you get started?

In 2019, I thought of the idea when I was on the A train going downtown to a job I hated. Then on Halloween night, I told my best friend about the entire concept; she loved it and said, “Let’s start this thing!” But then, the next day, we went back to our lives and put the idea on hold.

A few months later, the pandemic hit and my best friend and I were trying to get unemployment. That’s when I said to her, “Let's actually start the candle company and see what happens.” So we took our first stimulus checks and used them to buy candle-making supplies.

We started making candles in the middle of the pandemic in my New York City apartment. My bedroom suddenly became a mini secret candle operation. We spent two months developing our first four scents, I made the website, I started our social media accounts, and Brittany was in charge of accounting.

As we created the foundation of Nose Best, we were inspired by synesthesia.

“How could we make a candle that you can smell, taste and hear?” A question we were very excited to answer.

That’s how we began to incorporate playlists and cocktail recipes with each scent for our customers to enjoy a multi-sensory experience at home.

When we finally launched, we sold out in two hours and reinvested that money right back into our business.

What does your creative process look like when working on a new product?

It’s kind of like what came first, the chicken or the egg. For us, it’s either a funny name or a fragrance that we love first.

For example, I have always loved banana nut bread candles and wanted to create one for myself. But I wanted it to be more rich and sweet, which is why I incorporated scent notes like honey and tonka bean. This allowed our Send Nudes candle to fool any guest in your home into thinking you’ve been baking delicious desserts all day.

Once we have a full concept for a candle, I immediately put it into production. I hand make every single one: I design the labels, shoot the product photography, write copy, and execute the marketing campaign. Being in control of the full creative process has allowed me to express my humor, and I really do have too much fun!

What is one challenge you have faced as the Founder of Nose Best Candles and how did you navigate it? 

As first-time business owners, we have faced a lot of challenges. But the one that really stands out to me is not letting outsiders influence your decisions or stifle your creative flow. It’s extremely important to listen to your gut.

Many people thought it was a cute idea when we started but didn’t take us seriously. I remember one of the first moments people realized we were running a serious business was when we hosted a giveaway with Dusty Ray Bottoms from Season 10 of RuPaul's Drag Race.

It’s important to remember that you’re the force behind your business. You know what’s best for you and you’ll begin to realize that your intuition is stronger than you think.

What is your long-term vision for Nose Best Candles?

Long-term, we would love to open a second location or venture into having a sister bar—that way, we can bring the Nose Best multi-sensory experience to life. Of course, it would be amazing to have our product lines featured in major news outlets, big-box retailers… you know, just casually striving for world domination.

Eventually, I see our company becoming one of the top candle companies in the country. I don't think anyone does what we do. I'm also really proud of our business because this is the longest thing I've ever committed to. I've never even been in a relationship this long!

If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?

Someone fabulously once said “You shouldn't be something for everyone, you should be everything for someone.”

And I realized that “someone” you should model your business after is yourself.

When I started Nose Best I wanted to create a brand that I would love. Somewhere I would shop. So I became my target audience. I don't think anyone in this world is inherently unique so I knew if I created a candle company that is everything that I ever wanted it to be, other people would love it, too. I love music. I love making cocktails or mocktails. I love to chill and not go out. And I knew other people felt the same way.

On the other hand, some people will not support your incredible product or service simply because you’re queer. So when creating your business, go ham and be everything you want it to be.

What LGBTQ+ owned brands are your go-to's and why? 

If I ever need to find a book I want to read, I immediately go to Bluestockings in the Lower East Side. They're a collectively-run activist center/ community space/ feminist bookstore that radically includes all genders, cultures, expansive sexualities, and identities.

I discovered them in college when I was studying Women & Gender Studies at Pace University in downtown New York City. It’s the bookstore I got half of my class readings, and I’ve loved it ever since.

Tell us about one of your core values and how you’ve incorporated it into your brand. 

I value community but, most importantly, making people happy. That’s why we love cheeky names, curating playlists, and creating cocktail recipes… because it gets the party started. It brings me so much joy when we do outdoor markets, and people laugh because of our candle names.

They usually end up stopping at our table, smelling everything, and proceeding to tell us stories about their life because one of the scents transported them to memory. And that's what our products do; they spark conversation and connection. It’s an accomplishment I’m really proud of. 

How do you care for yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed and increased violence against our community)? 

For starters, I do not watch television. I stay away from big media because I’ve caught myself in multiple doom spirals because life begins to feel impossible.

To counteract all of that, I have been really focused on my community here in Bushwick. I know I can create change and happiness in the world I’m a part of here. That’s the best I can do for myself, my family, my friends, and the people around me.

Who is your favorite LGBTQ+ celebrity and why? 

Obviously, it’s Sasha Velour. I mean, she is a major inspiration for art direction and activism. Her brand and how she manifests the world in her head onto literal paper is outstanding and transformative for me. I just got her book, and I need to finish it because I’ve only read five pages. #NeedToDoBetterGirl

Can you share one fun fact about yourself?

I’m a huge fan of cannolis. It’s my favorite dessert. It’s what I live for! I’ve been told many times that I should start a secret Instagram where I go around bakeries in NYC and critique their cannolis.

What is a perfect cannoli you may ask? Sweet creamy filling, a crap ton of pistachios, and a thin crispy shell. And if they put powdered sugar on that beauty? UGH to die for!

Check out Nose Best’s profile here.