homeward is a beauty store for people who carry home with them: in Lagos and London, Houston and Toronto, and everywhere in between.
Our story
Why we started.
If you have deeper skin or textured hair, you know the routine. The shade that’s never in stock. The sunscreen that turns you grey. The serum that promised to fade dark spots and left new ones. The parcel home that arrived opened, or not at all, or with something that wasn’t quite the real thing.
homeward is our answer. A curated store where every product is chosen for melanin-rich skin and textured hair, bought only from the brands and their authorised distributors, and shipped with a card that proves it. One store that works the same way in four countries, in your own currency, and lets you send something home without worrying the whole way.
The name
HOMEWARD
Why homeward.
Everyone has a home they carry with them. For some of us it’s a city we grew up in; for others it’s a grandmother’s kitchen, a language, a way of doing wash day. homeward is the direction of travel: toward the people and places that feel like you.
Say it: HOME-werd.
The doorway
An arch, a threshold, a rising sun.
Our mark is a doorway: the moment you come in from outside and put your bags down. When it carries six skin tones, from Honey to Espresso, it becomes the shade range of the people we serve.
The arch
A doorway. Coming home, and being welcomed in.
The threshold
A single ink line: the step from outside to inside.
The half sun
Rising over the threshold. A new day, a fresh start.
The six tones
Honey, Caramel, Cinnamon, Chestnut, Cocoa and Espresso. Every tone, at home.
What we hold to
Four promises.
i.
Proof, not claims
If we say it’s verified, you can check it yourself.
ii.
Every tone, first
We test on the deepest skin first, not last.
iii.
Fair to everyone
Fair terms for brands, fair pay for creators, and no tricks in our subscriptions.
iv.
Your data is yours
Shade and skin details are never sold or shared with advertisers.
Photography
Photography, with thanks.
Until our own shoot, the photographs on this site are licensed from these photographers on Unsplash.
