Lick

High-Level Overview

Lick is a London-based technology-enabled home decor startup that offers a curated range of sustainable paints, wallpapers, blinds, and decorating supplies through an omnichannel model.[1] It serves homeowners, first-time decorators, and professionals, solving the problem of inaccessible, uninspiring home decoration by providing easy-to-use, eco-friendly products and building a community of over 185,200 decorators to foster confidence in personalizing spaces.[1] Lick achieved a $7 million revenue run-rate in its first 8 months, with 830% growth in the subsequent nine months, and has helped transform over 30,000 homes while committing to sustainability efforts like planting trees equivalent to 72 football pitches and removing 122,504 plastic bottles from oceans.[1]

Origin Story

Lick launched in London as an online home decor platform rethinking the customer journey from inspiration to execution for digital-native consumers and professionals.[1] Co-founder Lucas London emphasized building a "people-powered decorating movement," with the company quickly expanding its team to 38 experts from brands like FarFetch and Charlotte Tilbury.[1] Early traction was explosive, hitting key revenue milestones and securing $22 million in funding from OMERS Ventures and Felix Capital to scale product offerings globally.[1]

Core Differentiators

• Sustainable, Curated Product Range: Offers eco-friendly paints, wallpapers, blinds, and supplies, with extensions driven by community feedback, setting it apart in a traditional sector.[1]
• Community-Driven Growth: A 185,200-member decorator community powers brand momentum, from first-timers to pros, creating authentic content and user confidence.[1]
• Omnichannel and User-Centric Experience: Rethinks every step of decoration for modern users, blending online inspiration with seamless purchasing and delivery.[1]
• Proven Scale and Impact: Rapid revenue growth (830% in 9 months), $22M funding, and environmental initiatives like tree planting and ocean plastic removal.[1]

Role in the Broader Tech Landscape

Lick rides the wave of direct-to-consumer (DTC) home improvement trends, accelerated by digital natives seeking sustainable, personalized living spaces post-pandemic.[1] Its timing aligns with rising e-commerce in home decor and eco-conscious consumerism, disrupting a fragmented market with tech-enabled curation and community tools.[1] By influencing decorators worldwide, Lick shapes the ecosystem toward accessible, green renovation, positioning itself as a potential global category leader as OMERS Ventures predicts.[1]

Quick Take & Future Outlook

Lick's momentum—fueled by funding, community, and sustainability—positions it for international expansion into new categories like advanced decor tech integrations.[1] Trends in AI-driven personalization and circular economy practices will amplify its growth, evolving its influence from UK disruptor to global home transformation leader. This people-powered approach started with sustainable paints and blinds but promises to redefine decorating for millions.