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State of Mind Candles UK positions itself as a luxury, artisanal brand, with a focus on natural and eco-friendly products. The company's products are marketed towards consumers who prioritize sustainability, mindfulness, and wellbeing.

State of Mind Candles UK's branding and messaging emphasizes natural, sustainable ingredients, and an artisanal approach to candle-making. The company's products are marketed as a means of promoting relaxation, mindfulness, and self-care.

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