The luxury homecare brand Homecourt, which was co-founded by actor-producer Courteney Cox and beauty-industry veteran Sarah Jahnke, has a fascinating overlap of lifestyle and fragrance that embraces the concept of “fashion”—a term that evolves from what we put on our bodies to how we live in our homes. With the announcement of an US$8 million Series A round of funding led by CULT Capital, the brand is ushering in an era of accelerated growth while solidifying its position as a category creator in luxury home and personal fragrance.
Fashion is no longer confined to garments; upscale home care is increasingly part of the luxury lifestyle wardrobe. Homecourt’s aesthetic, including clean lines, fine-fragrance credentials, and elevated design language, speaks the same visual language as a couture bag or signature heel. Founded in 2022, the brand has already leapt from launch to being stocked in over 300 doors across the US, including major retailers such as Nordstrom, Blue Mercury, and Revolve.
The result: the home becomes a kind of fashion statement, a backdrop to your wardrobe and daily rituals rather than a passive setting. Homecourt’s expansion into body and laundry care underscores the brand’s ambition for a full lifestyle takeover, much like a ready-to-wear house evolves into accessories, fragrance, and home goods.
Securing an $8m Series A signals that investors believe in the viability and profitability of lifestyle brands that straddle home and beauty categories. The round was led by CULT Capital, whose portfolio includes beauty and wellness brands such as Supergoop!, LAWLESS Beauty, and Act+Acre, which are brands that also trade on elevated aesthetics and conscientious formulations.
For Homecourt, the funding will accelerate brand awareness, expand the team, and bolster infrastructure for growth. Jahnke comments that despite having “less than five full-time employees,” the business has doubled every year since launch. This kind of rapid scalability in a design-driven category is precisely what the fashion world covets: a brand with strong visual identity, narrative, and cultural resonance that can grow into a lifestyle icon.
From a fashion-industry perspective, Homecourt presents a blueprint: founder-driven, design-obsessed, and category-stretching. Courteney Cox’s celebrity founder status offers the kind of built-in cultural cachet that fashion brands covet, yet the product remains credible in the home-and-beauty space, with awards and recognition to support it. Homecourt is a four-time winner of the Allure Best of Beauty and has been named by Fast Company as one of the “World’s Most Innovative Companies.”
For the fashion journalist or editor thinking ahead, this shift signals one thing clearly: the boundary between fashion and lifestyle is dissolving. Your readers want not just what they wear but how they live. Homecourt, in its craft of scented cleaning sprays, laundry washes, and body oils, with luxury packaging and design-forward messaging, is tapping into that consumer mindset.
With its US base established, Homecourt is now eyeing global expansion, focusing on how its sleek aesthetic will resonate across Europe. As collaborations between fashion and lifestyle brands grow, the label seems primed for capsule partnerships and limited-edition releases. Its move into body and laundry care confirms its evolution into a full lifestyle brand, while its commitment to non-toxic formulations keeps sustainability and ethics at the core.
In a world where our homes are as much a backdrop for Instagram stories and Zoom meetings as our wardrobes, the aesthetic of the domestic space has become part of the fashion conversation. Homecourt isn’t merely selling a product but a lifestyle: beautifully designed, strongly scented, carefully crafted, and rooted in intention. For the fashion reader who cares about the totality of style, from what we wear to where we live, Homecourt is a brand to watch.
