Courteney Cox’s Homecourt is entering the laundry space.
The “Friends” star’s personal care brand is debuting a range of laundry products on Monday: Laundry Concentrate, $48; Linen Spray, $34; Laundry Fragrance Oil, $32; Wool Dryer Balls, $24; Delicates Bag, $16, and Stain Brush, $12. They will be available in three core scents: Cece, Stepped Rose and Neroli Leaf.
“We always say at Homecourt how important our home is. We should take care of our home like we should anything else where we spend the most of our time, and what else do we do? We wear clothes,” said Cox in an interview from her home in Los Angeles. “Clothes are so important. Why not give them personal scents that we’ve created and give you a choice of what you want to smell like, and do it in a way that’s been tested dermatologically, so it’s actually good for you, and it works, because everything about Homecourt always has to meet all the standards.”
The brand launched in 2022 with dish soap, surface sprays and hand soap. It later added hand lotion and a candle, as well as a body care line. Most recently, it launched in Nordstrom and Bluemercury.
Sarah Jahnke, cofounder and chief executive officer of Homecourt, said: “We’re getting a full run at Bluemercury in their newly renovated doors and at Nordstrom we have about four shelves in their natural beauty ritual section. We’re really just focused on those two retailers for now. We want to go deeper with them. We’re being very intentional to make sure we keep that presence and not just expand too quickly.”
Nevertheless, laundry will launch at first as direct-to-consumer, before moving into retail.
“We view retail as an awareness channel, so it’s really important for us to have our hero products and then some of our home products in these stores first,” said Jahnke. “Then, as we build our business, we want to expand into more SKUs.”
According to Jahnke, Cox’s favorite scent CeCe — so named for her family nickname — is its top-selling fragrance franchise, accounting for roughly 40 percent of sales. The top-selling stock keeping unit is hand wash, closely followed by surface cleaner and candles.
“Last year, refill and body together represented about 30 percent of sales so our new launches always represent a really big incremental part of our business,” she said.
