Today, Crabtree & Evelyn announces an entirely new brand identity, with new stories to tell, products to showcase, and experiences to share; each designed for the evolved needs and desires of today’s social media-driven and connected consumer. Crabtree & Evelyn is reigniting the ethos of its founder – wanderlust and nature enthusiast, Cyrus Harvey – whose values of travel, connection and curation have never been more important or relevant to the world. The new identity is underpinned by one important message – Born Curious. Grown Wild. A way of life that speaks to the brand’s beginnings and the signature spirit that will see it grow, wildly and without limits, inviting its audience to do the same. Within the relaunch, Crabtree & Evelyn is on a mission to redefine what it means to be a player in the beauty industry and will boast a newly designed content platform and e-commerce site. The company also has plans to launch several concept stores in its key cities around the world that will host experiences to immerse its communities in the mantra of Born Curious. Grown Wild. The first collection that will launch under the new brand identity is Evelyn Rose, a new and unexpected take on a rose-scented collection that invites the consumer to reject the ordinary, embrace the thorns and unleash their unique nature. This collection will be closely followed by the first genderless offering from the brand, Crabtree, a collection of elevated essential products encompassing the brand’s celebratory and inclusive approach to life. These new products will sit alongside The Cult Collection, a curated edit of Crabtree & Evelyn icons enhanced under the new brand vision. The revitalised Crabtree & Evelyn identity launches with new collections available on www.crabtree-evelyn.com from 16th July 2019.

www.crabtree-evelyn.com