7 Culturally Rich Reasons Why Soul Food Candle Company Is Redefining Home Fragrance
Soul Food Candle Company has rapidly become one of the most talked-about names in the home fragrance industry as of late, transcending the typical candle business model by weaving cultural identity, nostalgia, and community into every product. Founded by the visionary couple Ko and DeMarkus Trinidad-Williams, this Afro-Latinx and QTBIPOC-owned brand is not just selling scents; they are selling *stories*—olfactory narratives that connect people to their heritage and shared memories.
As of December 2025, the company continues to gain traction, being recognized for its commitment to creating culturally driven, story-rich home products that evoke a powerful sense of belonging and empowerment. Their unique approach, which focuses on scents inspired by lived experiences and cultural rituals, is why they are consistently featured in "best of" lists for Black-owned businesses and why their limited-edition collections sell out almost instantly.
The Founders and The Soulful Mission: Ko & DeMarkus Trinidad-Williams
The foundation of Soul Food Candle Company is built on the personal and shared history of its co-founders, Ko Trinidad-Williams and DeMarkus Trinidad-Williams. Their journey is central to the brand's authentic voice and mission.
- Names: Ko Trinidad-Williams and DeMarkus Trinidad-Williams
- Role: Co-Founders and Owners
- Identity: Queer, Non-Binary Couple (QNB) and Afro-Latinx
- Hometowns: Ko is Afro-Indigenous and hails from Compton, California, while DeMarkus is from Inglewood, California.
- Mission Statement: To create culturally driven, story-rich home products that evoke a sense of belonging, empowerment, and nostalgia, while bringing QTBIPOC identities to the forefront.
- Inspiration: Their personal narratives, the intersections of their identities, and the everyday magic of their communities.
- Recent Activity (2025): Ko Trinidad-Williams has been vocal about the economic challenges facing small businesses, speaking out on the threat to community spaces like the Black Market Flea, underscoring the company's commitment to community advocacy.
The company is a powerful example of how a business can be a platform for social and cultural conversation. By centering the experiences of the QTBIPOC community, particularly those from Afro-Latinx and Afro-Indigenous backgrounds, they are challenging the traditionally homogenous home fragrance market.
7 Scents That Tell a Story: The Art of Olfactory Nostalgia
The true genius of Soul Food Candle Company lies in its ability to translate complex cultural memories into accessible and luxurious scents. Their candles are crafted with all-natural soy wax and are free of harsh chemicals or phthalates, ensuring a clean burn that is as comforting as the memories they evoke. Each collection, from SCENTS LIKE US to SHARING THE PLATE, is a deep dive into a specific cultural touchpoint.
1. Thick Like Cornbread: Celebrating Comfort and Identity
This is arguably one of the brand's most iconic and evocative scents. Thick Like Cornbread is more than just a food-inspired candle; it's a celebration of body positivity and the warmth of home gatherings.
- Scent Notes: Top Note of Honey Butter, Middle Note of Cornmeal, and a base of Sugar Musk.
- Cultural Meaning: The scent is described as a "warm embrace of comfort" that celebrates "every kind of thickness," connecting the physical comfort of a home-baked meal with the acceptance of one's own identity.
2. Ube Got Cakes: A Taste of Filipino Heritage
Part of The Kusina collection, this scent showcases the company’s commitment to multicultural exchange and honoring the diverse culinary traditions within their community. Ube Got Cakes is a complex, delicious blend that transports you to a Filipino bakery.
- Scent Notes: Purple Yam, Vanilla Frosting, Leche Flan, Lychee Jelly, and Ube Ice Cream.
- Cultural Meaning: Inspired by Filipino ube cake desserts, the scent captures the soft, fluffy, and decadent feeling of childhood cravings and memories shared with family.
3. Cocoa Butter Bby: The Ritual of Moisturized Skin
A beautiful example of turning a common cultural ritual into a luxurious home scent. For many in the Black and Brown communities, cocoa butter is a staple, and its scent is intrinsically linked to self-care and being "freshly moisturized."
- Scent Notes: Warm Spices, Jasmine Flower, and Golden Amber.
- Cultural Meaning: The candle, titled "Smells Like You, Moisturized," is a nod to the comforting and familiar aroma of cocoa butter and the feeling of taking care of oneself.
4. Saturday Morning Cartoons: Pure Childhood Nostalgia
Tapping into universal, yet culturally specific, memories of childhood, this scent is designed to evoke the simple joy of a weekend morning. It is a perfect example of a nostalgic home fragrance that resonates across generations.
- Scent Notes: Top Notes of Fresh Berries, Middle Notes of Sugar, and a comforting base of Cereal Milk.
- Cultural Meaning: A direct reference to the sweet, milky aroma that filled the house while watching cartoons, a memory cherished by many.
5. Matcha My Energy: Chosen Family & Wellness
Reflecting a modern take on wellness and the importance of chosen family, this scent is part of the MIND + BODY + SOUL collection. It’s a clean, comforting scent designed to be shared.
- Scent Notes: Luxurious notes of Creamy Oat Milk and Sweet Green Tea.
- Cultural Meaning: The company describes it as a scent meant to be shared with chosen family, emphasizing support and comfort in modern community structures.
6. La Bodega Collection: Neighborhood Stories
The La Bodega collection is a vibrant tribute to the corner stores and cultural kitchens that serve as community hubs. These spaces are where childhood cravings, late-night runs, and a whole lotta sazón come together.
- Scent Focus: Celebrating the snacks, sounds, and stories from neighborhood bodegas, a cornerstone of Afro-Latinx and other urban communities.
7. Sharing The Plate: Multicultural Exchange
This collection, Sharing The Plate, is dedicated to the beauty of multicultural exchange through scent. It is a delicious blend of foods, memories, and community from across the globe, reinforcing the brand’s expansive view of "soul food" as anything that connects you to your roots and your people.
- Scent Focus: The power of food and shared meals to bridge cultural divides and celebrate diversity.
The Future of Soul Food Candle Co.: Philanthropy and Expansion
Looking ahead, Soul Food Candle Company is poised for significant growth, not only in product offerings but also in its philanthropic impact. The founders have explicitly stated plans to expand the brand beyond its core product line, recognizing the power of their brand identity.
Expanding the Brand Ecosystem
The company is moving into lifestyle and apparel, with plans for new merchandise already underway. Customers can soon expect items like hoodies, totes, and hats to carry the brand's unique aesthetic and message. This expansion into lifestyle merchandise will allow fans to wear their community pride, extending the brand's reach beyond the home.
A Renewed Focus on Philanthropy
Central to the brand's ethos is giving back. Ko and DeMarkus have committed to a renewed focus on philanthropy. As a Black queer male growing up, Ko's experience informs the desire to support and uplift the communities that inspired the company. This commitment ensures that a portion of the company's success is reinvested into the communities it represents, solidifying its status as a socially conscious and mission-driven business.
Soul Food Candle Company is more than a black-owned candle brand; it is a cultural enterprise. It stands as a beacon for the power of QTBIPOC entrepreneurship, proving that authentic storytelling and high-quality products can create a powerful, enduring connection with customers. By securing a scent, you are not just buying a fragrance; you are investing in a movement that champions identity, heritage, and the rich, complex tapestry of the global community.
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