Founders Talk with Temple of Incense

At the heart of every great wellness brand is a powerful story—and for Temple of Incense, that story is rooted in ritual, sisterhood, and a deep reverence for tradition. What began as a sensory ritual in a second-generation Punjabi household has blossomed into a beloved incense brand that fuses heritage with modern spirituality.

In this edition of our Founders Talk series, we had the pleasure of speaking with Sam Aydee, co-founder of Temple of Incense, about the inspiration behind the brand, the beauty of working alongside her sister Simi, and the power of incense as a tool for mindfulness and wellbeing. 

What inspired you to create Temple of Incense?

We grew up in a second-generation Punjabi household where life was a fusion. We ritualistically burned incense every day and it’s been a part of our being for as long as we can remember. Incense smoke would travel around the house, dancing beautifully, scenting the space and spreading a feeling of calm. Going to other people’s houses I didn’t get the same feeling and thought ‘they could do with some incense.’ 

Since then, it became our mission to share this experience with the world, to fill each home with gorgeous, natural, and authentic incense.  

In 2012, our incense business was a pretty niche concept. It was a little bit out of fashion, and we wanted to bring it back with a new look and reputation.  We wanted to make incense that helps tap into our consciousness and enhances spiritual practice. Home fragrance with substance, ethical values and most of all, a whole lot of passion.

As sisters and co-founders, how do you balance your individual strengths when running the brand?

We have distinct but complementary strengths—while Simi focus on creative direction and branding, Sam excels in operations and strategy. This allows us to divide responsibilities effectively.  

By playing to our strengths, we ensure that every aspect of the brand—whether it’s product development, marketing, or logistics—is handled with expertise. 

We regularly check in with each other, respect each other’s expertise, and make key decisions together to ensure we’re aligned. 

At the end of the day, our bond as sisters gives us a level of trust and understanding that’s hard to replicate. We support each other fully, which makes running this brand even more exciting. 

 What advice would you give to other (and aspiring) fempreneurs looking to enter the wellness space?

The wellness industry is deeply personal, so start with a strong ‘why.’ Your passion and authenticity will resonate with your audience and set you apart from the competition.

The wellness market is growing rapidly, which means there’s space for innovation. Identify a gap, whether it’s a unique product, a fresh perspective, or a specific community that’s underserved. 

Wellness is rooted in trust. Whether you’re working with supplements, skincare, or mental well-being, ensure your products and services are backed by science, research, and credibility. 

Customers connect with brands that feel genuine. Share your story, be transparent, and engage with your audience on a deeper level. 

Entrepreneurship comes with challenges, but resilience is key. Don’t let setbacks discourage you—view them as learning opportunities. The wellness industry is constantly evolving, so stay adaptable, be willing to pivot, and embrace innovation to keep growing.  

 Incense is deeply tied to rituals, mindfulness, and wellbeing. What makes it such a powerful tool for relaxation and self-care?

For centuries, incense has been used across cultures to purify spaces, enhance meditation, and create a sense of tranquility through aroma and ritual. Its ability to trigger memory, influence mood, and establish a ritualistic connection makes it a key player in sensescaping. Whether it’s the warm, woody depth of sandalwood for grounding, the uplifting citrus notes for energy, or the calming embrace of lavender for relaxation, incense allows individuals to transform any space into a sanctuary and enrich our daily experiences. 

As we seek deeper connections to our environments, incense offers a simple yet profound way to design spaces that feel good  – an invisible yet transformative layer of ambience that elevates everyday moments. Visually, the sight of travelling incense smoke is sensual and captivating and adds a layer of ambience to a room.

 Many people are new to incense—what tips would you give for choosing the right scent for different moods or moments?

To recreate a spa-like atmosphere at home, choose scents that promote relaxation, rejuvenation, and tranquillity. Think about what you’re looking to achieve, are you looking to achieve a sense of calm, or perhaps you need to unwind after a busy day. Lavender is fantastic for its calming and stress-relieving properties, White Sage has a eucalyptus-like scent which is cleansing and rejuvenating, whereas Sandalwood’s earthy scent is perfect for relaxation, grounding, and unwinding. Scents like Jasmine will add a sense of luxury to your bathroom and create the feeling of calm and indulgence.  

For rejuvenation and concentration, a well-chosen scent and carefully set-up home office can help you stay focused and be more productive.  The right space and atmosphere can inspire creativity and boost your mood. Benzoin Absolute Incense Sticks are deep fragrance with a hint of vanilla, Benzoin is known to provide comfort, focus and enhance concentration. Delhi Nights incense is a masala based scent made with bergamot, citrus, amber and tonka bean, just a 10-minute burn can clear a mental block, deliver inspiration and leave you feeling tranquil.

 Sustainability is an important conversation in the wellness space—how does Temple of Incense approach ethical sourcing and production?

Sustainability has always been so important to how we operate as a business. As consumers become increasingly aware of its importance, we’ve seen a shift in customers gravitating toward sustainably sourced incense and more ethical choices.  We are passionate about responsible sourcing and consider things such as sustainability and ethics when sourcing any of our materials. We strive to source ingredients locally whenever possible, and when specialist oils and resins are used, they are sourced only from the country of origin. We work closely with all of our suppliers and providers to ensure that only the very best ingredients are used in the creation of our products. We believe that this extra effort is really noticeable in our incense. Our incense is vegan and cruelty-free, we focus on using natural ingredients to minimise harmful chemicals and reduce smoke emissions.  Our incense sticks come to you in paper and card packaging, and we continue to work towards improving our environmental impact. 

What is in your wellbeing toolkit?

I value mindfulness, meditation and breathing. For me, it’s about taking the time for myself to reflect and breathe. Yoga, weight training, swimming, hiking in the woods and bouldering is another way I take care of myself. It’s important for my wellbeing to look after my body and my mind. 

For my sister, Simi, if we didn’t have Temple of Incense, she would spend all day cooking as it’s her way to unwind, reset and relax.

 Self-care looks different to everyone: what is your approach to self-care?

I always make time for meditation and mindfulness, which isn’t always easy when working full time, running a home and planning a wedding! But I find the soothing aromas of incense help to calm my mind amongst the hustle of life.

 Is there a book or podcast that has really inspired you?

Our friend, Nikita Desai, has recently launched her beautiful book, A Beginners Guide to the Roots of Yoga. It’s a beacon for those who are passionate about preserving the true essence of yoga in a time where the world seeks to commodify it, she is protecting the authenticity of the beautiful practice. 

Thank you, Sam.

Find out more about Temple of Incense