My Flame Lifestyle

My Flame Lifestyle is a Dutch home-fragrance and lifestyle company based in Alphen aan den Rijn, in the Netherlands. It makes scented soy candles, reed diffusers, room sprays and a range of body-care and home accessories, and is best known for soy candles printed with short, playful quotes. The company was founded in 2012 [2] and sells directly to consumers, through wholesale, and via retailers across parts of Europe.

The brand remains active: its website continued to add new products through 2026, and it lists a steady stream of recent releases [9].

According to the company, My Flame Lifestyle began after its two founders came across soy candles during a trip to the United States in 2012 and decided to bring the idea back to the Netherlands [2]. The brand describes the appeal as a "cleaner, kinder candle," and its first products were soy candles decorated with sweet and funny quotes.

Sources differ on one founder's name. The brand's own about page refers to the pair as "Fem and Fiet" [2], using a familiar short form, while the Dutch trade publication Onze Branche records them as Fem and Annefiet [11]; "Fiet" appears to be a nickname for Annefiet.

From its starting point in quote-printed candles, the company broadened its range over time to include reed diffusers, room sprays, coloured matches and other scented home accessories. It also produces collaboration lines, including candles made with the Dutch label Liefs Official.

A recurring part of the brand's activity is its Amnesty International collection. The company says it donates ten percent of revenue from those candles to Amnesty International, and reports having given €15,201.09 through the partnership in 2023 [7].

My Flame Lifestyle positions itself at an accessible, indie price point and leans on a light, humorous tone. It describes itself as "a low-key bunch with a passion for sass, sweetness and everything in between," and states that its goal is to put a smile on customers' faces by making products that are at once decorative, fun and sustainable.

The company reaches buyers through several channels: a direct-to-consumer site, a separate business-to-business wholesale platform, and third-party retailers, with reseller distribution extending into markets such as Finland.

The brand's core material is soy wax, scented with a blend of essential oils and fragrance oils. Its catalogue spans scented candles, home fragrances, body care such as hand cream, lip balm and hand soap, bath and shower products, and accessories including matches, keychains and bags.

My Flame Lifestyle frames soy wax as the cleaner alternative to paraffin. On its site it states that soy candles burn roughly 30 to 45 percent longer than paraffin ones, describing this as scientifically proven, and that they produce no visible soot [5]. These are claims made by the company rather than independently verified figures.

Sustainability is central to how the brand presents itself. According to My Flame Lifestyle, its soy wax is sourced from local farmers and is non-GMO, with no rainforest cleared for the beans; it also says its products are biodegradable, its glass containers reusable, and that leftover candle wax can be repurposed, for example as a hand cream. The third-party sustainable-shopping directory Project Cece lists the brand's soy candles as vegan and produced in the Netherlands [10], and the company manufactures in its own candle factory there.

The brand is active. Its website was still being updated in 2026, with a "New" section carrying two dozen recent products, and its Amnesty International partnership and direct, wholesale and retail channels all remain in operation [9].