Yo Soy Candle: A Practice in Intention, Light, and Everyday Ritual
Welcoming Yo Soy and founder Emily Hayes!
There are candles you light for scent—and then there are candles you light for meaning.
Yo Soy Candle sits firmly in the second category.
Founded in Portland, Oregon and led by Emily Hughes, Yo Soy Candle is built around a simple but powerful idea: words shape how we live. Each candle pairs a carefully crafted fragrance with an “I AM” affirmation—turning a familiar home object into something more intentional, more reflective, and quietly transformative.
And, if like us you’ve struggled to find a cleaner-burning candle that won’t introduce toxins into your home, look no further…
The Philosophy Behind “Yo Soy”
“Yo Soy” translates to “I AM,” a phrase that becomes the foundation of the entire brand.
Rather than treating scent as decoration, the candles are designed as daily anchors—small, repeatable moments that invite pause, breath, and self-direction. Each product carries an affirmation such as I AM Calm, I AM Brave, or I AM Abundant, pairing language with sensory experience in a way that feels both simple and deeply intentional.
The result is not just a candle line, but a ritual practice: light, scent, and statement working together.
Emily Hayes: Stewarding a Brand Built on Intention
Emily Hughes stepped into ownership of Yo Soy Candle after a career rooted in clinical genetics, bringing with her a perspective shaped by precision, care, and systems thinking. Her transition into entrepreneurship reflects a broader thread within the brand itself: the willingness to shift direction when something more aligned emerges.
Under her leadership, Yo Soy continues to emphasize clean formulation, mindful production, and small-batch craftsmanship. The candles are made with 100% soy wax, cotton wicks, and non-toxic fragrance blends, designed to support a clean burn and an elevated sensory experience.
But the technical details are only part of the story.
What defines Emily’s approach is the preservation of the original ethos: that everyday objects can carry emotional weight when they are made with intention.
Scent as a Daily Reset
Yo Soy’s fragrance profiles are often unexpected—layered, botanical, sometimes playful—but always grounded in the idea of emotional state.
Instead of asking “What does this smell like?” the Yo Soy subtly reframes the question:
PC: Yo Soy Candle
How do I want to feel right now?
What am I choosing to affirm today?
What does presence look like in this moment?
This is where the pairing of scent and affirmation becomes central. Lighting a candle becomes less about ambiance and more about a micro-ritual—an interruption in the pace of the day that creates space for clarity.
Rooted in Ritual, Not Noise
In a market crowded with aesthetic-first wellness products, Yo Soy Candle remains distinct because it resists excess.
Just a consistent return to three elements:
Clean, intentional ingredients
Thoughtfully developed scent profiles
Affirmations designed for daily reflection
That simplicity is the point.
It leaves room for the user to bring their own meaning to the practice.
Meet Emily and Explore Yo Soy Candles at BYF
We’re honored and thrilled to be able to partner with Emily at this year’s festival. We’re sure you’ll love her candles as much as we do. Explore Yo Soy at the Oxford Hotel on Thursday & Friday, and again in Emily’s booth at Drake Park on Saturday.