Ben Carter
Homesick Candles is a candle brand that was founded in 2016. The company creates artisanal candles with customized scents for each of the 50 states, several cities, experiences, and countries. The candles are hand-poured from all-natural soy wax and are designed to evoke feelings of nostalgia and positive memories associated with different places and experiences. In 2018, Homesick Candles was acquired by the holding company Win Brands Group, previously known as Brand Value Growth LLC (BVGrowth). The brand has since expanded its product range to include almost 200 different products and has also launched a custom bulk ordering program called Homesick By You.
| Characteristics | Values |
|---|---|
| Founded | 2016 |
| Owner | Win Brands Group |
| Previous Owner | Buzzfeed |
| Acquired by Win Brands Group | 2018-04-01 |
| Products | Scented candles, over 200 different products |
| Ingredients | Natural soy wax blend, cruelty-free, non-toxic, no lead, plastics, paraben, phthalates or synthetic dyes |
| Price | $30 |
| Retailers | Bloomingdales, Amazon, Macy's |
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What You'll Learn
Homesick Candles was acquired by WIN Brands Group in 2018
Homesick Candles is an artisanal candle company that creates classic white candles with customized scents for each of the 50 states, several cities, experiences, and countries. The candles are hand-poured from all-natural soy wax and are cruelty-free, non-toxic, and free of lead, plastics, parabens, phthalates, and synthetic dyes.
In 2018, Homesick Candles was acquired by WIN Brands Group, a holding company that acquires and scales direct-to-consumer brands. This acquisition marked WIN Brands Group's first acquisition, and it was a significant one, as Homesick had already gained a cult following and a high profile among media and influencers.
Prior to the acquisition, Homesick had been owned by Buzzfeed and had reached $2 million in cost of goods sold just on Amazon. The decision to sell the company was likely influenced by Buzzfeed's desire to find a fast-moving group and platform that could continue to grow and deliver value to Homesick's customers.
WIN Brands Group's acquisition of Homesick Candles allowed the candle company to maintain its unique brand identity while benefiting from the shared resources and expertise of the aggregator. This included a focus on growing the Homesick brand and expanding its product offerings, such as the launch of the AstroTwins candle collection in partnership with influencer astrologers.
The acquisition also provided Homesick with opportunities to scale its business and expand its distribution channels, as indicated by BVGrowth's plan to sell Homesick candles at $30 in Bloomingdales, Amazon, and Macy's, and to focus on expanding the brand's core product offerings.
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The brand was previously owned by Buzzfeed
The process of creating a Homesick candle is an intricate one. The team behind the candles speaks to between 30 and 100 people for each candle they develop. They visit local areas, collect samples, and even extract scents from food. For example, the team has discussed childhood memories with Texans, the scent of books with veteran librarians, and the finer points of donuts with Dunkin' superfans. They then test hundreds of scent combinations, checking in with the community to find the perfect balance.
The brand has expanded to almost 200 products, including candles for each US state and multiple cities and countries. The candles are available for purchase on Homesick.com and through retailers such as Bloomingdales, Amazon, and Macy's.
In June 2018, Buzzfeed sold Homesick.com assets to BVGrowth, a direct-to-consumer brand launch platform. The sale was part of Buzzfeed's strategy to find a fast-moving group and platform for Homesick, where the company could continue to grow and deliver value to its customers. BVGrowth planned to focus on expanding the brand's product offerings and developing new strategic initiatives to create a stronger connection with its customer base.
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The candles are hand-poured from natural soy wax
Homesick candles are hand-poured from natural soy wax. The artisanal candle line crafts classic white candles with customized scents for each of the 50 states, several cities, experiences, and countries. The candles are made from all-natural soy wax and are cruelty-free, non-toxic, and free of lead, plastics, parabens, phthalates, and synthetic dyes.
The process of creating Homesick candles involves speaking to anywhere from 30 to 100 people for each candle developed. This includes visiting local areas, collecting samples, and even extracting scents from food. For example, they have discussed childhood memories with local Texans, the scent of books with veteran librarians, and the flora of Central Park with New York horticulturalists. They then experiment with hundreds of different scent combinations, constantly checking in with the community to find the perfect balance of an authentic fragrance that will also smell great in the home.
The natural soy wax used in Homesick candles is a key part of their commitment to using high-quality, natural ingredients. Soy wax is a popular alternative to traditional paraffin wax, which is made from petroleum. Soy wax is made from soybeans, which are natural, renewable, and biodegradable. It is also non-toxic, making it a safer option for those concerned about the potential health and environmental impacts of paraffin wax.
In addition to being a more natural and eco-friendly option, soy wax also has a longer burn time than paraffin wax, making it a more cost-effective choice. It also tends to have a stronger scent throw, meaning the fragrance of the candle will be more prominent in the room. This makes it ideal for Homesick candles, which are designed to evoke specific memories and feelings of different places and experiences.
The hand-pouring process of Homesick candles ensures a high level of craftsmanship and attention to detail. Hand-poured candles often have a more unique and rustic appearance, with slight variations between each candle, giving them a one-of-a-kind feel. This method of candle-making is a careful and delicate process, ensuring that each candle is carefully crafted and inspected to meet the highest standards.
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They are cruelty-free, non-toxic, and contain no lead or plastics
Homesick is an artisanal candle company that creates classic white candles with customized scents for each of the 50 states, several cities, experiences, and countries. The candles are hand-poured from all-natural soy wax and capture the feelings and memories associated with different places and experiences.
Homesick candles are known for their commitment to creating high-quality, cruelty-free, and non-toxic products. The candles are free from any harmful substances, including lead and plastics. This commitment to safety and ethical practices is a key priority for the company, ensuring that customers can trust and feel confident about the products they bring into their homes.
The ingredients used in Homesick candles are carefully selected and sourced responsibly. The candles are made from a natural soy wax blend, ensuring a clean and sustainable burn. By excluding lead and plastics, Homesick candles avoid the potential release of toxic chemicals into the air when lit, prioritizing the health and well-being of their customers.
In addition to being cruelty-free and non-toxic, Homesick candles are also free from parabens, phthalates, and synthetic dyes. This means that the candles are not only safe for the environment and human health but also avoid the use of animal-derived ingredients, ensuring that the product is suitable for those who follow vegan or cruelty-free lifestyles.
The absence of lead and plastics in Homesick candles is particularly noteworthy due to the potential health risks associated with these substances. Lead, for example, can release toxic fumes when burned, which can be harmful if inhaled. Plastics, on the other hand, can release harmful chemicals like bisphenol A (BPA) when heated, which can have negative effects on human health. By excluding these substances, Homesick demonstrates its commitment to creating candles that are not just fragrant but also safe and environmentally conscious.
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The company works with corporate clients like WeWork and Puma
Homesick is an artisanal candle company based in the United States that creates classic white candles with unique scents for each of the 50 states, several cities, experiences, and countries. The candles are hand-poured from all-natural soy wax and evoke the feelings and memories associated with different places and experiences.
In 2022, Homesick launched a custom corporate bulk ordering program called Homesick By You. This program allows corporate clients to create branded candles with custom scents, colours, and labels that align with their brand identity. The program is an extension of a portal that Homesick introduced for corporate customers in September 2021 after receiving multiple requests from companies.
Among Homesick's corporate clients are well-known brands such as WeWork and Puma. These companies approached Homesick to design custom candles for their businesses. To accommodate these requests, Homesick initially created unique belly bands that could be wrapped around each candle. This allowed them to offer customization while navigating challenges related to turnaround times, high minimum order quantities, and design complexities.
By creating a dedicated portal for corporate orders, Homesick streamlined the bulk ordering process and made it more efficient. This scalable approach enables Homesick to balance customization with timely order fulfilment for their corporate clients. The custom candles serve as distinctive corporate gifts or promotional items that help companies foster appreciation among clients and employees while reinforcing their brand identity.
In addition to WeWork and Puma, Homesick has worked with other notable corporate clients, including Shopify and the Mercedes-Benz Stadium in Atlanta. The company has also partnered with retailers like Bloomingdales, Amazon, and Macy's to sell their candles, further expanding their reach.
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Frequently asked questions
Homesick Candles was founded in 2016 and is based in the US.
Homesick Candles is owned by the holding company Win Brands Group.
Before Win Brands Group, Homesick Candles was owned by Buzzfeed and Brand Value Growth LLC ("BVGrowth").
Homesick Candles are sold through their online store and in stores such as Bloomingdales, Amazon, and Macy's.
