Stand: A-A16
Managing director Vanessa Curry reflects on the people, products and principles behind home fragrance brand Best Kept Secrets’ enduring success, as the business celebrates three decades of gifting
Few gift brands can claim to have remained relevant for three decades, but Best Kept Secrets has never stood still. As consumer tastes have evolved and home fragrance has become one of the gifting sector’s most dynamic categories, the Northumberland-based business has continually reinvented its collections, embraced emerging trends, and strengthened its retail presence while staying true to the quality and craftsmanship that first made it successful.
Today, managing director Vanessa Curry and her husband Paul are leading the next generation of the family business, building on a proud heritage while steering the brand towards new opportunities.
From bestselling gifting collections and trend-led fragrance launches to sustainable product development and expanding retail partnerships, Best Kept Secrets continues to evolve in line with the needs of both consumers and retailers.
Now celebrating its 30th anniversary, the company is not only reflecting on its journey so far but also looking ahead to an exciting future filled with innovation, growth, and fresh opportunities.
From candle maker to home fragrance brand
Founded in June 1996, Best Kept Secrets has grown from a small British candle company into a recognised home fragrance and gifting brand stocked by independent retailers across the UK.
The business has expanded significantly over the years, with a product portfolio that now includes candles, wax melts, reed diffusers, and gift collections designed for every occasion. Yet despite that growth, manufacturing remains firmly rooted in Morpeth, where products are still hand-made and hand-finished with the care, craftsmanship, and attention to detail that have become synonymous with the brand.
A commitment to quality, strong retailer relationships and an ability to anticipate consumer trends have helped Best Kept Secrets build a loyal customer following and maintain its position within an increasingly competitive market.
For Vanessa, the people behind the products are just as important as the products themselves. “We have the most wonderful team,” she says. “They’re hardworking, dedicated, incredibly talented, and always know how to make each other laugh. Best Kept Secrets has always had a strong family focus and that’s something we’re determined to protect as we continue to grow. The passion and commitment our team brings every day is what allows us to keep innovating while staying true to who we are.”
Creating gifts that mean something
For 30 years, Best Kept Secrets has focused on creating products that make people smile. Whether it’s a beautifully fragranced candle, a thoughtful gift set, or the brand’s instantly recognisable sparkle, every product is designed to create moments of happiness.
The bestselling ‘Just Because’ Collection perfectly captures the brand’s understanding of modern gifting. Created to help customers celebrate friendships, milestones, acts of kindness, and everyday moments, the collection has become a year-round bestseller for retailers. Its success reflects a simple truth: the most meaningful gifts are often given for no reason at all.
Alongside established bestsellers, this month sees the launch of The Secret Collection: a sophisticated range inspired by familiar luxury fragrances. Created around the emotional connection between scent, memory, and wellbeing, the collection represents a new chapter for the brand and reflects growing consumer demand for premium fragrance experiences at sensible prices for the home.
With trend-led collections and innovative launches, Best Kept Secrets continues to evolve with changing consumer expectations. Recyclable FSC-registered packaging, vegan-friendly products, and biodegradable sparkle demonstrate a commitment to sustainability without compromising on quality, fragrance performance, or gifting appeal.
Looking back – and forward
The biggest change Best Kept Secrets has witnessed over the last three decades is the role fragrance now plays in everyday life. Once considered an occasional luxury, home fragrance has become an important part of how consumers create atmosphere, express personality, and transform their living spaces.
This shift has created new opportunities for gifting brands. Consumers are increasingly looking for products that feel personal, thoughtful, and emotionally driven – an area where fragrance excels. From everyday gifting through the bestselling Just Because Collection to wellness-inspired ranges such as Natural Harmony and the launch of The Secret Collection, Best Kept Secrets has continued to respond to changing consumer expectations while maintaining the quality and accessibility that retailers value.
This anniversary year marks the beginning of an ambitious new phase. The business is continuing to expand its reach across the UK through a growing network of sales agents, helping to introduce the brand to new retailers and markets.
Alongside this, several partnerships are currently in development, reinforcing Best Kept Secrets’ ambition to build on its success and create new opportunities for growth. These collaborations, together with ongoing product innovation and investment in the brand, form part of a clear vision for the future under Vanessa’s leadership.
“Reaching our 30th anniversary is a huge milestone and a testament to the support of our customers, retail partners, and dedicated team,” says Vanessa. “As the next generation leading the business, I’m excited to propel Best Kept Secrets into its next chapter through innovation, sustainable development, and trend-led product launches, while preserving the quality, creativity, British manufacturing heritage and, of course, our signature sparkle that our customers know and love.”
As Best Kept Secrets enters its fourth decade, Vanessa and the team remain focused on the same goal that has driven the business for 30 years: creating beautifully fragranced products that bring joy to people’s homes and help retailers build meaningful connections with their customers. Thirty years on, the future is looking brighter – and more sparkly – than ever.
