Lighting the Way to Intentional Living
At Affirm Fragrance, every candle begins with a question:
How can scent help us slow down, reconnect, and realign with who we truly are?
Born from a deep belief that wellness and beauty can coexist in everyday rituals, Affirm Fragrance was created to transform how we experience scent, not just as aroma, but as affirmation. Each fragrance is designed to support intentional living, inspiring moments of calm, confidence, and connection in the spaces we call home.
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A Brand Rooted in Psychology and Wellness
Founded by Dr. LaShawn Gooden, a licensed psychologist and wellness consultant, Affirm Fragrance blends the science of the mind with the art of fragrance. With years of experience helping individuals cultivate clarity, resilience, and purpose, Dr. Gooden saw fragrance as a bridge; a simple, sensory way to practice mindfulness and self-affirmation in daily life.
Lighting a candle becomes more than ambiance; it becomes an act of alignment.
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Our Philosophy: Breathe. Believe. Become.
Each product, from candles to wax melts to diffusers, carries the essence of three guiding intentions:
Breathe: Create space for calm and presence.
Believe: Anchor yourself in empowering affirmations.
Become: Evolve toward wholeness, purpose, and joy.
Affirm Fragrance is about more than scent; it’s about how scent makes you feel, grounded, inspired, and connected to your inner truth.
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Crafted with Care and Consciousness
Our candles are hand-poured in small batches using a coconut-soy wax blend for a cleaner, longer burn. We use natural wooden wicks that gently crackle, mimicking the sound of a cozy fire, and phthalate-free fragrance oils that fill your space without overwhelming it.
Every detail, from recyclable vessels to eco-friendly packaging, reflects our commitment to sustainability and serenity.
Affirmations in Every Flame
What makes Affirm Fragrance truly unique is the integration of affirmations, positive, intentional statements that help reshape thought patterns and cultivate emotional well-being.
Each scent is paired with an affirmation designed to match its mood: a gentle reminder that healing, growth, and peace are possible and personal.
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From Purpose to Pour
Dr. Gooden’s journey from psychology to fragrance was guided by a simple truth: wellness begins with awareness. Scent has the power to ground us in the present and awaken what’s possible. Affirm Fragrance brings that philosophy to life, one intentional burn at a time.
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Light with Purpose
Whether you’re seeking peace, empowerment, or renewal, each Affirm Fragrance product invites you to pause, breathe deeply, and affirm your worth.
✨ Light with purpose. Live with intention. Thrive with clarity.