“To me, success means living with purpose and staying true to that purpose. As a gay Hmong small business owner, I represent a minority within a minority. Being able to show up authentically, connect with people, and spread my company’s message ‘Be you. Be illuminated’ has been incredibly meaningful.”
These words from Eric Yang, founder of B.E. Wax Company, capture the heart of what drives him as both an entrepreneur and a person. His journey into the world of candle making began not with a calculated business plan, but with a simple longing for creativity after the excitement of planning his wedding had ended.
From Wedding Planning to Wax Artistry
Eric Yang never imagined that the post-wedding blues would lead him to discover his calling. After spending months orchestrating every detail of his 2022 wedding, he found himself missing the creative energy and satisfaction that came from building something beautiful from scratch. As a full-time engineer in the energy industry, Eric needed an outlet that would challenge both his technical mind and his artistic spirit.
“I’ve always loved candles,” Eric reflects. “After planning and executing my entire wedding, I found myself missing the excitement and creativity of the process. I started wondering what I could do that would bring me the same joy.”
His research led him into the candlemaking community, a world he discovered was far larger and more vibrant than he had ever realized. What struck him immediately was how candlemaking combined artistry with precision. “What many people don’t realize is that candlemaking is a science. As an engineer, my background in math and science made me enjoy the process even more. Combining creativity with technical precision felt natural.”
The Vision Behind the Flame
Eric’s approach to building B.E. Wax Company reflected his methodical engineering background. He spent nearly a year learning the craft and the business before launching in March 2024. This wasn’t just about making candles; it was about creating something that reflected his identity and values as a gay Hmong American.
“I’ve always dreamed of owning my own business – not just to create products, but to build something that reflects my voice, my identity, and my values,” Eric explains. “As a gay Hmong man, visibility and representation matter to me. I wanted to create a brand rooted in community, inclusivity, and authenticity.”
The company’s motto, “Be you. Be illuminated,” emerged from this deeper purpose. Eric envisioned his candles as more than home fragrances; they would serve as reminders that authentic self-expression can light up any space and bring warmth to others, just like his carefully crafted candles.
His products reflect this vision through their diversity. The scent collections span from masculine to feminine, Asian-inspired to Minnesota-themed, ensuring there truly is something for everyone. Each candle is made with a luxurious coconut-apricot wax blend and high-quality, clean-burning ingredients that speak to Eric’s commitment to excellence.
Learning Through Growing Pains
Despite his careful preparation, Eric faced significant challenges in his early business days. “Having been in business for just a year and a half, I still feel like I’m in the early stages of the journey,” he admits with characteristic honesty.
His biggest obstacle proved to be his own enthusiasm. “One of my biggest challenges was having too many ideas and trying to bring them all to life at once. I invested a lot of money into those ideas – some paid off, while others didn’t.”
This experience taught Eric a valuable lesson about focus and patience. “What I’ve learned as a new business owner is the importance of slowing down and focusing on my core products and mission. Not every idea needs to be pursued right away. There will always be time in the future to expand and introduce new concepts, but building a strong foundation comes first.”
This wisdom reflects a maturity that extends beyond his business acumen. Eric learned to balance his natural innovation drive with strategic thinking, understanding that sustainable growth requires discipline and prioritization.
The Science of Scent and Culture
What sets B.E. Wax Company apart among candle brands with a mission goes beyond Eric’s personal story. His engineering background brings a unique technical precision to every aspect of production. “Calculating fragrance load, creating my own scents, and understanding the required math, science, and precision to create an ideal candle” drives his approach to product development.
Eric has expanded his original candle line to include reed diffusers, but the heart of his innovation lies in how he weaves his cultural background into each product. “My experience as a Hmong American has had a significant influence on my business and I see it as one of my greatest advantages. It allows me to introduce unique scents inspired by my Asian background to broader audiences who may not be familiar with them.”
Watching customers discover these unfamiliar scents brings Eric particular joy. “I love seeing people surprised and intrigued by those unfamiliar scents, and equally, I enjoy creating products that resonate deeply with all. This cultural blending of my Hmong heritage and American upbringing give my candles a distinctive identity that sets me apart from other local candlemakers at craft shows.”
Even his logo carries cultural significance. Traditional Hmong symbols that resemble candle flames represent unity and the idea that when people come together, they can light up and brighten the world. This thoughtful integration of heritage and business purpose demonstrates how Eric pours not just wax, but his story and culture into every candle.
Lighting Up the Community
The response from the Hmong community has exceeded Eric’s expectations and reinforced his sense of purpose. “I’ve been incredibly grateful for the support from the Hmong community. Their encouragement and support have far exceeded my expectations. In fact, we often see our strongest sales and engagement at Hmong craft shows compared to other events.”
This community connection goes beyond sales figures. The feedback Eric receives, from kind words to constructive input, has been both uplifting and motivating. “It reminds me why I do what I do and pushes me to keep improving, innovating, and creating products that reflect both who I am and the community I am proud to be part of.”
Eric’s impact extends to representation and visibility. As he puts it, representing “a minority within a minority” makes his authentic presence in the business world meaningful for others who might see themselves reflected in his journey. His success demonstrates that there is space for diverse voices and stories in entrepreneurship, particularly among candle brands with a mission that goes beyond profit.
The broader significance of his work resonates with people across different backgrounds and ages who connect with his products and message. This cross-cultural appeal while maintaining strong community roots exemplifies the kind of business leadership that builds bridges while staying true to one’s origins.
Wisdom for Future Entrepreneurs
Eric’s advice for aspiring Hmong entrepreneurs stems from his lived experience of navigating business ownership while maintaining cultural authenticity. “Don’t be afraid to be your authentic self,” he emphasizes. “Authenticity shines through in your business, and people are drawn to that realness.”
He encourages the next generation to embrace exploration and innovation. “There’s a whole world of opportunity out there, so don’t be afraid to explore paths that haven’t been taken before. Just because something hasn’t been done doesn’t mean it can’t be – you might be the one to lead and pave the way for others.”
The foundation of this advice rests on staying true to one’s story and mission. “Stay grounded in your story and stay true to your company’s mission. Your voice matters, and your ideas have the power to inspire and uplift not only your community but generations to come as well.”
This perspective reflects Eric’s broader view of success, which has evolved through his entrepreneurial journey. “Success is more than just revenue. It’s about putting myself out there, introducing my business to the community, and sharing my candles and the mission behind them.” He has learned that while many dream of building million-dollar companies, true fulfillment comes from purpose and connection.
Looking Forward
Eric’s vision for the future extends beyond his individual business success to the broader landscape of Hmong entrepreneurship. “Hmong people have always been resilient and innovative. In just fifty years since arriving in the U.S. with next to nothing, we’ve made remarkable strides now represented across a wide range of industries.”
He sees continued expansion ahead: “I believe we’ll continue to see this growth, with more Hmong entrepreneurs stepping into spaces where our presence has been limited. I also see us leveraging technology, expanding our networks, and using our cultural and community influence to become even more visible as leaders and successful business owners.”
For B.E. Wax Company specifically, Eric remains focused on building that strong foundation he learned was so crucial. While his engineering mind continues generating new ideas, he approaches expansion with the patience and strategic thinking his early challenges taught him. The company’s growth will likely continue reflecting his commitment to quality, cultural authenticity, and inclusive community building.
His products will probably evolve to include more Asian-inspired scents and culturally significant offerings, always maintaining the balance between honoring his heritage and appealing to diverse audiences. The technical precision he brings to candlemaking suggests continued innovation in fragrance development and product quality.
Why This Story Matters
At Hmong Network, we share Eric Yang’s story because it embodies our mission of celebrating, connecting, and uplifting Hmong business owners through authentic storytelling that informs, inspires, and empowers. Eric’s journey demonstrates how cultural identity can be a business strength rather than a barrier, and how authenticity creates genuine connection with customers and community.
His experience shows other aspiring entrepreneurs that success comes in many forms, and that building something meaningful often matters more than building something massive. The careful way he has integrated his Hmong heritage, his identity as a gay man, and his professional engineering background into a cohesive brand story offers a roadmap for others navigating multiple aspects of their identity in business.
Stories like Eric’s remind us that the Hmong community’s entrepreneurial spirit continues flourishing in new and unexpected ways. From traditional paths to innovative ventures like artisanal candle making, Hmong business owners are expanding into spaces that showcase our community’s creativity, resilience, and capacity for reinvention.
Take Action
For aspiring entrepreneurs reading Eric’s story, his advice is clear: embrace your authenticity, explore uncharted territories, and stay true to your mission. The candle industry, like many others, has room for voices that bring fresh perspectives and genuine passion.
Start where Eric started – with curiosity and careful preparation. Spend time learning your craft, understanding your market, and developing products that reflect your unique story and values. Remember that among candle brands with a mission, the most successful ones connect emotionally with their customers while delivering exceptional quality.
Most importantly, don’t let the fear of being different hold you back. As Eric’s success shows, being a minority within a minority can become your greatest advantage when you approach it with confidence and authenticity.
Eric Yang represents the kind of entrepreneur who makes our community proud – someone who honors his heritage while building something new, who faces challenges with grace and learns from them, and who uses his success to light the way for others. His commitment to authenticity, quality, and community connection sets an example that extends far beyond the candle industry.
What strikes me most about Eric is his genuine humility combined with clear vision. Despite being an engineer with technical expertise, he speaks about his journey with warmth and accessibility. His willingness to share both successes and mistakes demonstrates the kind of transparent leadership that builds trust and connection. The way he has woven his cultural identity into his business while making it welcoming to everyone shows a sophisticated understanding of how to honor heritage while building bridges. Eric’s story reminds us that the most powerful businesses often come from the most personal places, and that success measured in purpose and community impact can be far more fulfilling than success measured only in dollars.
