For Aminta Freeman, what started as an experiment in self-care — blending oils to find a fragrance that suited her mood — turned into a business that promotes wellness for other moms.
The Brooklyn-raised Guatemalan American was trying to find her way through the upheaval of a divorce, the stress of a demanding government job, and the relentless uncertainty of the pandemic. In the quiet hours after work, Freeman found herself drawn to fragrance — the way a single scent could transport her, soothe her, ground her.
The origin of Moodie Vibes
Freeman’s love for candles wasn’t just about ambiance; it was a way to cope through a separation during her kids’ elementary school days. At the time, the idea of self-care wasn’t as ubiquitous. Still, that’s precisely what she would do when she lit a candle in her Staten Island home after putting them to bed every night: “It was my time to decompress, my time to pour into myself, my time to reflect,” said Freeman, a Guatemalan American who was raised in Crown Heights.
That nightly ritual evolved into an obsession, one her family and friends quickly noticed. It took the guesswork out of what to give Freeman for Christmas or Mother’s Day. And her kids knew to leave her alone with her candles as long as nothing was burning.
“Sometimes I was happy, sometimes I was sad, sometimes I was angry, which is why the name ‘Moodie Vibes,’” Freeman said. “It’s so important to feel what you feel, and the only way out of anything is actually through it, to really be present and own whatever it is that you’re feeling.”
During the pandemic, like so many others seeking solace, she decided to take her love of candles one step further. A Groupon deal led her to a candle-making class at Wick & Pour in Queens. Freeman says the science and math of it, the precision, forces you to be present. “It was like meditation for me,” Freeman said. “In the moment when I make candles and I’m pouring intentions into my candles, the world goes away. It’s just my me time.”
She began gifting candles to family and friends. A gentle nudge from a fellow small business owner convinced her to turn her passion into a business. In October 2021, Moodie Vibes was born.
Betting on herself
Freeman started small, ordering candle kits and testing different waxes, vessels, and fragrance oils. She did lots of research on candle science, on different makers, and watched countless YouTube tutorials. Then, one day, she took the plunge.
“I ordered so much inventory that it looked like a mini warehouse outside of my house,” Freeman said. “My brother asked, ‘What did you do? How much did you spend?’ And I said, ‘Enough that I can’t turn back.’ ”
Freeman used her tax refund to launch Moodie Vibes. It wasn’t easy. Candles are a saturated market, but she had faith in her perspective: “No one brings your vibe, your story, your authenticity,” she said. “That’s what makes you stand out.”
Signature scents and inspirations
Each Moodie Vibes candle tells a story. Freeman draws inspiration from music, culture, and personal memories. Her best-selling scent, “In a Sentimental Mood,” has a patchouli base that appeals to both masculine and feminine preferences. “I can’t keep that one in stock,” she said. Other favorites include “Fresh & Clean,” her first-ever candle, and “Palo Santo & Ganja Flowers,” designed for meditation and journaling.
Some scents have music references, like her holiday candle, “Red & Black Lumberjack,” a nod to the Notorious B.I.G. “It’s Brooklyn. It’s Biggie. And it also smells like the outdoors, like Christmas trees,” she said.
Freeman’s creative process is fluid. She could be on the train, hear a song, smell something familiar, and suddenly come up with a new candle idea, she says. Some have scents that remind her of a flower in Guatemala or the smell of rain when she visited Virginia.
“There’s beauty everywhere, but you really have to be present and slow down to [smell] it,” she said.
Growing Moodie Vibes
Freeman quickly learned candles are seasonal. Sales peak in the colder months when people crave warmth and comfort, but summer is a different story. So she pivoted in her approach; if people weren’t coming to her in warmer months, she needed to go to them.
She started selling at outdoor markets and, more importantly, offering candle-making workshops all over the city. “I really saw that people were enjoying making their own candles,” she said.
She has hosted workshops across New York City, including her home base of Staten Island where she says people recognize her and come back for their favorite candles. She’s also collaborated with businesses like Flagship Brewery and taught a workshop at New York University.
Looking ahead
For a while, Freeman thought she wanted to be in department stores. But now, she just want to work with places that care about community, she says. She’s prioritizing direct engagement through her website, rather than relying on platforms owned by Meta.
Private events have also become a new avenue for the business, with people booking Freeman for bridal showers, holiday gatherings, and other special occasions. Looking ahead, she hopes to expand her brand’s reach while staying true to what makes Moodie Vibes unique: its emphasis on self-care, community, and cultural connection.
Freeman recalls one customer named her candle “Running to God.”
“Who knows what her journey is like, and who knows exactly what that means?” she said. “But knowing my candle is part of someone’s healing process? That’s everything to me.”
Shop online here.
Email at hello@moodievibes.com.
