Homecourt: The Fine Fragrance Brand Cleaning Up the CPG Game

When you think of luxury home care, you probably picture Aesop or Le Labo, not a mop or multi-surface spray. But Courteney Cox is changing that.

Meet Homecourt, a fine fragrance home care brand that’s redefining what “clean” smells (and looks) like. The brand just raised $8 million in funding led by Call Capital, the same fund that scaled Supergoop, proving that home cleaning is officially entering its beauty era.

Why Homecourt Works

Homecourt started with one simple frustration: every cleaning product looked out of place in a luxury home. Courteney, famously meticulous both on and off-screen (yes, Monica Geller energy), wanted something elevated, non-toxic, and aesthetically worthy of her space.

So she built it.

Homecourt launched with design-led, clean-ingredient home products, from dish soap and surface cleaner to candles and hand creams, all infused with fine fragrance. But here’s the genius part: Courteney partnered with master perfumer Jerome Epinette, the nose behind cult scents like Byredo’s Bal d’Afrique and Phlur’s Missing Person.

That single decision turned Homecourt from “celebrity cleaning brand” into a sensory lifestyle experience. Consumers aren’t just cleaning; they’re scent-layering their homes.

The CPG Formula Behind the Buzz

• Luxury Reframed: Homecourt positioned home care the way Aesop positioned hand wash, premium, sensory, and ritualized.

• Fragrance as Differentiator: Partnering with a world-class perfumer turned necessity into desire.

• Design-Led Utility: Packaging isn’t an afterthought; it’s decor. The products belong on the counter.

• Category Expansion: From surface sprays to laundry and body care, Homecourt is building a full-scent ecosystem.

• Cultural Credibility: Backed by Call Capital, the fund behind Supergoop, the brand is set up for longevity, not just celebrity buzz.

Pophaus Take

Homecourt isn’t just cleaning homes… it’s redefining them.

By merging fragrance, functionality, and design, the brand is showing how “boring” categories can become luxury status symbols. Courteney Cox might just do for cleaning what Glossier did for skincare: make it emotional, aesthetic, and undeniably cool.

✨ The takeaway: Don’t compete on category norms, rewrite them.

In CPG, disruption doesn’t always start in the lab. Sometimes, it starts in your kitchen sink.