OUR STORY
aesthetic. mindful. sustainable
FOUNDERS STORY
Growing up in London, Dannys pursued various career paths, from being a celebrity session hairstylist and makeup artist to becoming an online beauty content creator with a massive following. Dannys' eye for detail and product quality has led him to develop a candle brand with a difference: DEFREI.
With nearly 20 years of experience in the industry, Danny has worked with some of the biggest names and has reviewed hundreds, if not thousands, of beauty, wellness, and lifestyle products. He has reviewed some of the industry's most credited fragrances and candle brands.
With his growing passion for interior design and scent, he wanted to create a brand that focused on the best quality ingredients, sustainability, and overall aesthetic in the home and a product that firmly focused on being mindful and bringing great value to his customers.
"The things I really wanted to focus on were creating something that was beautiful, amazing value for money, and that was completely plant-based." - Danny Defreitas
He wanted to dive deeper and study the art and science of candle making, so he took a course to become a certified chandler (a maker of wax candles) to truly understand the combustion of candle making so that he could handpick and select the best components for his candles.
DEFREI was born: aesthetic. mindful. sustainable.
STORY OF DEFREI
‘I was on a search. I was looking for something different, and I couldn't find it anywhere else online, so I decided to create DEFREI.’
DEFREI is all about taking a moment of pause in our busy lives; after the last few years, we have all been through some hard times, and during that time, especially working from home, Danny found it really hard to differentiate his workspace and personal space.
Every day after work, he would take his shoes off and light a candle to reset his space. Two ways to really reset your space are by playing some music or introducing a scent to your home. With this in mind, he started building a huge collection of candles.
During this time, he felt that something was missing in the market. Along with his passion for interior design, Danny was looking for something that looked aesthetically beautiful and had a more luxurious, complex, and interesting scent.
'I wanted to focus on creating something beautiful, amazing value for money, and completely plant-based.’
The boxes have been designed with beautiful custom-textured paper. They also come with a daily affirmation on one side, where every scent has its own affirmation, our amazing DEFREI claims, and the candle scent notes.
Some of our DEFREI claims are that we are hand poured in London, we use 100% plant-based rapeseed and coconut wax and our packaging is fully recyclable.
‘I wanted DEFREI to be different from anything else; it's a candle brand that focuses on mindfulness and sustainability.’
'I'm a strong believer and advocate of self-care and self-love and of helping others with micro daily habits to practice mindfulness. Hence, the birth of DEFREI was meant to bring calm, peace, and tranquillity to people's spaces and lives.'
- founder, Danny Defreitas
