What Homesick Candles does

Homesick, operated by K Hall Studio, LLC under parent Brand Value Growth LLC dba Win Brands Group, is a direct-to-consumer specialty candle and home fragrance brand headquartered at 715 Hanley Industrial Court, Brentwood, Missouri. The company manufactures and sells hand-poured candles built on a natural soy wax blend with premium cotton wicks and custom fragrance oils, differentiated by proprietary, layered top/mid/base-note formulations designed to evoke specific U.S. states, cities, and life moments (e.g., weddings, graduations, new homes). The catalog spans more than 200 SKUs across Classic 13oz candles ($29.95), 13.75oz licensed candles ($34.95–$36.95), 26oz 3-Wick candles ($49.95), 1.85oz Mini candles ($9.95), Car Fresheners ($6.99–$12.00), Linen and Room Sprays ($13.95–$13.99), and accessories such as wick trimmers, matches, and gift boxes, with free shipping over $50.

Homesick monetizes through one-time unit sales on its Shopify-powered DTC site (homesick.com), supplemented by a wholesale and partnerships channel for retailers. The product surface is heavily reinforced by licensing deals with major entertainment and consumer brands — including Warner Bros. for Harry Potter, FRIENDS, Seinfeld, Wizard of Oz, and Gilmore Girls, plus DC Comics, Cartoon Network's Powerpuff Girls, KFC, Snuggle, OLIPOP, and a co-developed capsule with YouTuber Safiya Nygaard — which function as both product lines and marketing assets. The brand targets four primary consumer segments: gift buyers seeking sentimental or occasion-based purchases, candle enthusiasts seeking non-toxic artisanal home fragrance, pop-culture fans expressing fandom through branded scents, and consumers tied to specific geographies seeking hometown nostalgia. Distribution is U.S.-focused with stated conditional international availability, and customer acquisition runs through organic social (Facebook, Instagram, TikTok, Pinterest), email, an affiliate program, PR coverage in outlets such as Forbes, TODAY, CNN, USA Today, and Mashable, and on-site customer reviews.

Name

Homesick Candles

Legal name

Brand Value Growth LLC dba Win Brands Group

Website

https://homesick.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Homesick is a direct-to-consumer specialty candle and home fragrance brand that sells hand-poured, location- and moment-inspired scented candles, car fresheners, linen sprays, and accessories primarily to U.S. gift buyers, candle enthusiasts, and pop-culture fans through its own Shopify website and licensed entertainment collaborations.

Ownership category

akta.pro rank

Product category

Home Fragrance / Scented Candles

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Scented candle manufacturing
• Home fragrance products
• Licensed candle collections
• Location-inspired fragrances
• Direct-to-consumer ecommerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Licensing, Technology or R&D

Revenue model

1. Candle Sales: Primary revenue from selling scented candles in various sizes (13oz classic, 13.75oz, mini candles, 3-wick candles) priced between $9.95-$49.95. Products are hand-poured and feature location-inspired and moment-inspired fragrances.
2. Car Fresheners: Sales of car air freshener products priced at $6.99-$12.00, featuring licensed brand scents and location-based fragrances in various seasonal scents.
3. Home Fragrance Products: Revenue from linen sprays and room sprays priced at $13.95-$13.99, complementing the candle line for home fragrance solutions.
4. Candle Accessories: Sales of candle accessories including matches ($2.00), wick trimmers ($19.00), camera match holders ($28.00), and premium gift boxes ($15.00).
5. Licensed Brand Collections: Revenue from licensed collaborations with entertainment properties (Harry Potter, DC Comics, FRIENDS, Seinfeld, Wizard of Oz, Gilmore Girls, KFC, Snuggle, OLIPOP, Powerpuff Girls, Safiya Nygaard) featuring exclusive branded scents.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Homesick Candles designs, manufactures, and sells hand-poured scented candles made from a natural soy wax blend with premium cotton wicks and proprietary fragrance oils. Its core catalog includes Classic 13oz candles, 3-Wick candles, and Mini candles, alongside car fresheners, linen/room sprays, and candle accessories. The brand differentiates through 200+ location-inspired, moment-inspired, and licensed collaboration scents, sold directly to consumers via its Shopify-powered website.

Product overview

Homesick Candles is a specialty candle and home fragrance company offering hand-poured scented candles and related products. The core product line consists of Classic Candles (13oz with 60-80 hour burn time), 3-Wick Candles (26oz), and Mini Candles (1.85oz with 15 hour burn time). The company manufactures natural soy wax blend candles with premium cotton wicks and custom fragrance oils. Adjacent product categories include Car Fresheners made from premium scented paper stock and Linen & Room Sprays for home fragrance. Accessories include candle care tools (Wick Trimmer, Matches, Camera Match Holder) and gifting options (Premium Gift Box, Tissue Paper). The portfolio includes location-based candles (State and City collections with 200+ scents), Memory/Moment candles for life's milestones (Wedding, Celebration, Life Events), and extensive licensed collaborations with Harry Potter, DC Comics, FRIENDS, Seinfeld, Wizard of Oz, Powerpuff Girls, Gilmore Girls, Horror Movies, Safiya Nygaard, KFC, Snuggle, and OLIPOP. The company also releases limited-edition Flash Scent Series and seasonal collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Candles (13oz) Hand-poured scented 13oz candles made from natural soy wax blend with premium cotton wicks, offering 60-80 hour burn time across location-, memory-, and collaboration-inspired fragrances.
• 3-Wick Candles (26oz) Larger 26oz candles with three wicks for enhanced scent throw, used for celebration scents such as Let's Toast and New Home.
• Mini Candles (1.85oz) Compact 1.85oz candles with approximately 15-hour burn time, offering popular scents in a travel-friendly format.
• Car Fresheners Premium paper stock car air fresheners scented with essential oils in non-toxic, cruelty-free formulations, including Harry Potter house scents, location fragrances, and seasonal designs.
• Linen & Room Sprays Home fragrance sprays for freshening linens and rooms, available in room-specific scents such as The Bathroom, The Bedroom, The Kitchen, The Bar, The Living Room, and Winter Mantel.
• Candle Accessories Candle care and gifting accessories including Homesick Matches ($2.00), Wick Trimmer ($19.00), Camera Match Holder ($28.00), Premium 13.75oz Candle Gift Box ($15.00), and Tissue Paper ($3.00).
• State Candles Collection Location-inspired candles capturing the essence of 59 U.S. states, including Alabama, Alaska, Arizona, Arkansas, California (Northern & Southern), Connecticut, Delaware, Georgia, Hawaii, Idaho, Illinois, Indiana, and more, each with authentic regional scent profiles.
• City Candles Collection City-inspired fragrances capturing the spirit of urban locations including New York City, Boston, Chicago, Los Angeles, San Francisco, and Washington D.C., reflecting each city's neighborhoods and local flavors.
• Memory Candles Collection Scented candles inspired by meaningful life moments and experiences including New Baby, Lake Living, Bonfire Nights, Gone Hiking, Road Trip, Birthday Party, and New Job, designed to capture the essence of special moments.
• Wedding Collection Specialized candles for wedding and engagement celebrations including Let's Toast, Just Married, Engaged Era, and New Home scents, designed for gifting at ceremonies and commemorating special moments.
• Harry Potter Collection Licensed Harry Potter themed candles and car fresheners including The Great Hall, Flourish and Blotts, Hagrid's Hut, The Burrow, house candles, Quidditch Pitch, Honeydukes Trio, Forbidden Forest, Platform 9¾, and house car fresheners.
• DC Comics Collection DC Comics themed products including Superman Metropolis Candle and Fortress of Solitude Car Freshener featuring Batman branding.
• FRIENDS Collection Licensed FRIENDS TV show themed candles including Monica's Apartment Candle, Joey & Chandler's Apartment Candle, and Central Perk Candle featuring the iconic coffeehouse scent.
• Seinfeld Collection Seinfeld TV show themed candles including A Candle That Smells Like Nothing and Jerry's Apartment Candle.
• Wizard of Oz Collection Wizard of Oz themed products including Emerald City Candle, Yellow Brick Road Candle, Ruby Red Slippers Candle, and No Place Like Home Car Freshener.
• Powerpuff Girls Collection The Powerpuff Girls themed candles featuring Blossom, Bubbles, and Buttercup character-inspired floral scents.
• Gilmore Girls Collection Gilmore Girls TV show themed candles including Stars Hollow Candle ($34.99) and Luke's Diner Candle capturing the charm of the fictional town.
• Horror Movie Collection Horror movie inspired candles featuring spicy scents, including Camp Crystal Lake, Regan's Room, and Derry Sewer candles.
• Safiya Nygaard Collection Collaboration collection with YouTuber Safiya Nygaard featuring Vegas Casino Candle, Spa Theme Park Candle, and Ice Hotel Candle with unique experiential scents.
• KFC Collection KFC fast food branded car fresheners including Bucket Of Chicken Car Freshener featuring herbs and spices scent.
• Snuggle Collection

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Safiya NygaardcoreStrategic or Co-development PartnerInfluencer collaboration collection featuring Safiya Nygaard's Vegas Casino candle, Spa Theme Park candle, and Ice Hotel candle with unique experiential scents.
• OLIPOPminorStrategic or Co-development PartnerBrand collaboration with OLIPOP for Orange Cream candle and variety pack featuring nostalgic prebiotic soda-inspired scents.
• Snuggle (fabric softener brand)minorStrategic or Co-development PartnerLicensing collaboration for Snuggle fabric softener-inspired candles including Cuddle Up Fresh and Freshly Washed scents.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yankee Candle: Iconic US scented candle brand, now owned by Newell Brands. Directly comparable category leader competing in the same premium/mid-priced mass candle space with broader retail distribution.
• Diptyque: Luxury French candle and home fragrance brand with a strong gifting and lifestyle positioning. Comparable in that scent uniqueness and brand storytelling are core moats; priced meaningfully above Homesick.
• Boy Smells: Modern, design-forward soy wax candle brand with strong DTC and specialty retail presence. Similar target customer (millennial/Gen Z aesthetic-driven candle buyers) and similar formulation philosophy.
• Capri Blue: US-based scented candle brand known for highly fragranced, design-distinctive products in glass vessels. Competes directly in the mid-premium gifting candle segment.
• Voluspa: California-based clean-burning candle and home fragrance brand with a strong DTC and specialty retail presence. Comparable formulation (coconut/apricot/soy wax blends) and premium positioning.
• Nest Fragrances: Premium US home fragrance brand with candles, diffusers, and sprays sold through DTC and department stores. Comparable product breadth across home fragrance formats and premium price point.
• Paddywax: Independent US candle and home fragrance brand with strong boutique and wholesale distribution. Competes in the same mid-premium, design-aware candle category.
• DW Home: High-volume US candle brand focused on giftable, well-designed, mid-priced candles primarily through wholesale and mass retail. Comparable gifting positioning and price tier.

Broad incumbents

• Bath & Body Works: Large-scale US home fragrance and personal care retailer with its own candle line. Overlaps with Homesick on home fragrance but operates a much broader portfolio and mall-based retail footprint.

Emerging players

• Otherland: Newer DTC candle brand with a curated, design-forward catalog and gifting focus. Closest like-for-like on the DTC-only, lifestyle-driven, Instagram-native candle model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/homesickcandles
• Instagraminstagram.com/homesick
• TikToktiktok.com/@homesick
• Pinterestpinterest.com/homesickcandles
• LinkedInlinkedin.com/company/homesick-candles

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homesick Candles