When It Comes to Candles vs. Plug-in Diffusers, Hilary Duff Says There’s Room for Both

Hilary Duff certainly knows how to tell a story. The actress, author, producer, and mom (among other roles) has made a career out of it, in fact, and in her new position as chief brand director of new fragrance brand Below 60°, she’s doing it through scents.

“I’ve always been interested in fragrance,” Duff tells Better Homes & Gardens. “I’ve always been obsessed with scents and burning specific candles in my home, and my fragrance journey through life is always evolving.”

Below 60°, which launched in November 2023 with its flagship product line of 100% natural air fragrance devices, gives home fragrance a modern spin by meshing on-trend (and playful!) scents with a streamlined, unobtrusive plug-in diffuser.

“We cared about how it smelled, but we cared mostly about how it looked, that it was a clean-looking product that would be acceptable in everyone’s home,” Duff says.

The mission of Below 60° is to explore evoking experiences, memories, and emotions via our sense of smell, and the company uses 100% natural fragrances derived from essential oils—its very name is inspired by the air below the 60th parallel, said to be the most pristine air on Earth. But that doesn’t mean anyone, Duff included, has to pick between a classic candle and a natural fragrance diffuser like Below 60°’s.

“I love candles, so this is not taking the place of any candles," Duff says. "And there’s always opportunities to burn candles, but I love that this is always going."

Beyond the convenience of Below 60°’s flame-free diffuser, it also offers unique scents with uber-playful names designed to perfectly capture the experience of each scent. The names, the development of which Duff was heavily involved in, should evoke feelings, she says. And with titles like Mint Disco on Ice (with notes of mint, lavender, and glacial waters), If Citrus Were a Feeling (grapefruit, lily, and sandalwood), and Vanilla Buys a Timeshare in Paradise (pineapple, exotic coconut, and Tahitian vanilla), the Below 60° fragrances are intended to help transport you, even before you take a whiff, creating signature experiences that feel evocative of past memories and are thus deeply personal.

“That’s exactly what scents do, right?” Duff says. “You’re playing with a part of your personality and you’re representing yourself with this.”

Below 60°’s sleek plug-in fragrance diffusers have three scent settings (high, standard, and off), and the fragrance refill cartridges each last up to 30 days. A one-time purchase price of $59 for a starter kit gets you a plug-in fragrance diffuser and three refills; subscription options are also available, and Below 60° can be purchased from its website or Amazon.