Introduce yourself.
I'm Paula McGovern, founder and director of Wizard & Grace Wellbeing, an Irish brand creating natural essential oil candles, Pulse Point Oils and wellbeing gifts in Kinsale, West Cork. I founded Wizard & Grace because I couldn't find what I was looking for on the market - a genuinely natural essential oil candle that didn't aggravate my allergies but also had a vibrant, contemporary aesthetic. My background is in journalism and charity communications, and I've always balanced demanding jobs with yoga teaching, training and holistic interests.
What inspired you to join the natural health sector?
Not being able to find what I was looking for! After I had my daughter, I developed an intolerance to synthetic fragrance and could no longer use perfume or many fragranced products. I started buying candles that I assumed were natural because that's what they said on the box! But I soon discovered that a candle described as natural doesn't necessarily contain a natural, plant-based fragrance. I fell down a rabbit hole learning about synthetic fragrance, wax, product labelling and what we actually burn and use in our homes. I began making my own natural essential oil candles and skincare products for personal use, and Wizard & Grace grew organically from there.
Where did you get the idea for your brand?
I wanted to create something natural but also vibrant. The name Wizard & Grace comes from my dog - retired guide dog, Wizard - and my daughter's middle name, Grace. Watching their relationship develop as she grew from a baby to a toddler to a little girl reminded me of how naturally we connect with animals and the natural world around us. I think that as we grow older and supposedly become more civilised, we can lose touch with some of those natural instincts. The idea behind Wizard & Grace is about reconnecting with nature through plant-based products and wellbeing intentions. I also love that the name represents magic and beauty - two things I think are essential to incorporate into everyday life.
What makes your brand unique?
Our Irish-made essential oil candles and Pulse Point Oils don't just smell beautiful - they're blended and created by me in Kinsale with specific intentions in mind. I start with the intention I want to create. I then work with the different essential oil fragrance notes to create a unique, bespoke essential oil blend.
For example, with our Courage Candle, I chose Rosemary, Juniperberry, Cypress, Bergamot and Orange - herbs and oils traditionally associated with strength and confidence. Our Sleep Aid Pulse Point Oil, combines Lavender, Chamomile and Clary Sage, essential oils traditionally associated with relaxation and winding down. Every candle and Pulse Point Oil has meaning and intention behind it. I love the combination of the creative side of fragrance blending and the knowledge behind aromatherapy.
What are your company’s core values?
Integrity, connection, sustainability, honesty and humour. Integrity and ethics are hugely important to me. I carefully choose the suppliers and businesses I work with and keep our production within Ireland. I could certainly get some things done more cheaply abroad, but supporting Irish businesses matters to me.
Honesty is another big one. I've been advised to make both myself and the brand more aspirational, but that doesn't sit comfortably with me. Wizard & Grace is a wellness-for-real-life brand. I know how busy people are, particularly women juggling work, family and everything else. Sometimes catching sight of your intention candle or rolling on a little Pulse Point Oil for five seconds might be the extent of your self-care that day.
And that's the reality I want to work within. I also add humour because I think having a good sense of humour is an important tool of self-care – humour can be a powerful satirical force for change and also a reminder to lighten up and not take ourselves too seriously so I try to incorporate that appropriately where possible. Our products are little reminders of the importance of intention, where we put our energy and the fact that we're all in this together.
How do you support your community?
I try to support my community through the everyday decisions I make as a business owner - working with local printers and suppliers wherever possible, making sustainable choices and supporting charitable initiatives. Being based in Kinsale, West Cork, I'm very aware of the importance of small Irish businesses supporting one another. I also think there's value in being honest about life rather than presenting an aspirational version of wellbeing. I want people to feel connected to the brand and to know that we're all dealing with similar pressures.
What has been the most rewarding part of your brands journey?
Two things stand out. The first is when someone buys a Wizard & Grace candle or Pulse Point Oil. People are trusting me with their hard-earned money, and I never take that for granted. The only thing that tops that is when they come back and buy a second one! Our repeat customer rate is very high - more than 60% of our online customers buy from us multiple times. That makes me incredibly happy and gives me confidence that what I'm creating has an impact and resonates with people.
A special mention too when someone buys one of our candles or wellbeing gifts for somebody going through a difficult time. I'm always very touched by that. To have a Wizard & Grace product become part of a gesture of comfort, encouragement or support is incredibly humbling.
What, in your opinion, makes Irish brands unique?
Irish brands are fab! I've met so many brilliant Irish makers and founders through pop-ups, craft markets and trade fairs, and the quality is genuinely unreal. I recently attended an international trade show to gather ideas for Showcase, the Irish trade show, and honestly came away thinking that we're doing it a million times better! (might be a tad biased!) We're creative, colourful and quite brave. There are so many Irish female founders who have spent a decade or two working in corporate environments and then decided to forge their own paths. They're often fearless and determined in both their style and direction, with a real focus on quality craftsmanship. It's an amazing community to be part of.
With Wizard & Grace, I think what makes us different as an Irish candle and wellbeing brand is our focus on colour and vibrancy. We're a natural brand, but I don't believe natural products have to look muted or overly serious. I love colour, contemporary design and a little bit of magic. I want our products to reflect that while staying true to our commitment to natural ingredients and thoughtful production.
What is your favourite product from your brand?
Definitely our Renew Essential Oil Candle. It was the first blend I created, and I still love its sagey citrus scent. It's refreshing, with Lemongrass as a top note, but also has the softer qualities of Lavender and the deeper, herbal notes of Sage. I burn it both day and night.
It's also the best-seller of all our candles, so I'm not the only one who loves it!
Tell us about something that has shaped your brand?
Becoming a mother has probably shaped Wizard & Grace more than anything else. I remember the pressure of working for someone else while also trying to be the mother I wanted to be. There's this feeling that you're expected to work like you're not a mum and be a mum like you don't work. And somewhere in the middle of all that, you're supposed to find time for yourself!
As a yoga teacher, I understood the importance of looking after yourself, but motherhood made me realise how difficult that can be in practice. That experience has shaped my approach to Wizard & Grace. I don't want to create another aspirational wellness brand telling people what they should be doing. I want to create beautiful, natural wellbeing products that fit into real life, even if all you have is a few minutes.
What do you hope to accomplish in the future?
I'd love to continue growing Wizard & Grace, reaching new audiences, bringing new products to market and introducing our Irish-made essential oil candles and wellbeing products to more customers in Ireland and internationally. I'd particularly like to build relationships with stockists who share our values and commitment to quality, like Evergreen. In the past year we've also expanded our collection to include Pulse Point Oils and Wellbeing Ritual Gift Sets, and I'm excited to see where that takes us.
Beyond growing the business, I'd love Wizard & Grace to encourage people to recognise their own ability to support their wellbeing in small, achievable ways. I don't think we always need to make huge changes or find hours of extra time. Sometimes it's the little things that make a big difference.
