An underserved customer, in four markets at once.
homeward is a curated, verified prestige beauty platform for melanin-rich skin and textured hair, built for a customer who lives across the US, Canada, the UK and Nigeria.
Request the briefingTrust is the product.
Black consumers spend heavily on beauty and are far more likely than others to say the options don’t work for them. In Nigeria, counterfeit and expired products make provenance the first question, not the last.
The same customer often lives in more than one of these places, or sends gifts between them. homeward serves them with one curated range, in their own currency, with proof of authenticity on every parcel and shade matching on every colour product.
The numbers, from public sources.
- spent on beauty by US Black consumers in the past year
- $16.2B
- Source: NielsenIQ, March 2026
- of their beauty purchases are made online
- ~50%
- Source: NielsenIQ, March 2026
- as likely to be dissatisfied with hair, skin and makeup options
- 3×
- Source: McKinsey & Company, June 2022
- spent a year on beauty by multi-ethnic consumers in the UK
- £2.7B
- Source: British Beauty Council, February 2022
- Black Canadians
- 1.55M
- Source: Statistics Canada, 2021 Census
- sent home to Nigeria by the diaspora in 2025
- $21.8B
- Source: Central Bank of Nigeria, via Vanguard, May 2026
Share of beauty purchases. Source: NielsenIQ, March 2026.
How homeward makes money.
Four sourcing routes
Authorised distributors and direct brand accounts for held stock, dropship partners to test new lines with no inventory, and our own label from February 2027. Each product moves to a higher-margin route as demand proves out.
The ritual
A replenishment subscription at 10% off for the products customers already love. It makes demand predictable and lowers the cost of keeping each customer.
The house
A paid membership with a savings guarantee. 500 numbered founding memberships go on sale at launch.
Own-label from February 2027
Products developed where shade outcomes and quiz data show a gap the current range doesn’t fill.
Organic-led growth
Creators, community, referrals and gifting bring customers in; every gift introduces a new recipient to homeward.
One stack, every market.
homeward runs on one custom multi-market platform rather than a set of separate stores. Markets, currencies, taxes and legal entities are configuration, so opening Ghana or the EU is a data change.
- Sellability
- Nothing can be sold without the brand’s authorisation, a compliance record for the market and verified batch data.
- Cross-border gifting
- The buyer’s market and the fulfilment market are separate, so a London order can ship from Lagos stock with duties settled.
- Shade matching
- Rules-based at launch, learning from kept and exchanged shades over time. Shade data is treated as special-category personal data.
- Provenance
- An unguessable verify code on every shipment, with a public page showing batch, source and expiry.
- Channels
- Web in all four markets and WhatsApp commerce with payment links in Nigeria.
Who’s building it.
[FOUNDER NAME]
[ROLE]
[FOUNDER BIO — two or three lines on background and why homeward.]
[FOUNDER NAME]
[ROLE]
[BIO]
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