Developed at BuzzFeed Product Labs, Homesick started with a simple idea: capture the scent of home. We created candles inspired by U.S. states, cities, and life’s moments — offering comfort, memory, and identity in a jar.
Created at BuzzFeed Product Labs, NYC
20% OF AMERICANS MOVE HOME EVERY YEAR
To launch quickly, we used targeted marketing and storytelling to tap into the emotional experience of relocation. Everything—from product design to photography and copywriting—was done in-house.
“Who knew a candle could ease homesickness?”
—Vogue
FROM IDEA TO AMAZON’S #1 CANDLE
Within months, Homesick partnered with major retailers like Macy’s and Urban Outfitters, selling 64,000+ candles over a single holiday season. Today, it’s the top candle brand on Amazon, with a growing product line that celebrates place, memory, and meaning.
“The Wisconsin candle smells like cranberry, kringle, and crisp winter air.”
—Travel + Leisure, by Erika Owen
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Designed at
BuzzFeed, NYC
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Creatives
Head of Design: Viresh Chopra
Senior Designer: Kelly Na
Illustrations: Ivy Tai -
Photography + Videos
Spry + Mighty
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Candle Vendor
Aromatic Fillers