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Early beginnings

Crabtree & Evelyn originated as a small shop named The Soap Box in Cambridge, Massachusetts. Founder Cyrus Harvey Jr., a businessman and collector with a passion for travel, craftsmanship, and traditional soaps, initially sold imported fine soaps and unique personal care products gathered during his travels.

In the early 1970s, Harvey partnered with British designer Peter Windett to transform the small soap business into a broader lifestyle brand, renaming it Crabtree & Evelyn. The company subsequently expanded its offerings beyond soaps to include fragrances, skincare, bath products, and home goods.

The name Crabtree & Evelyn combines two distinct references:

Crabtree

The “Crabtree” element refers to the crab apple tree, a plant associated with English countryside landscapes and traditional botanical knowledge.

Evelyn

The “Evelyn” element honours John Evelyn, an English writer, gardener, and early conservationist whose works focused on nature, gardening, and the relationship between humans and the environment.[3]

This name was selected to evoke an old-world botanical heritage and the tradition of the household apothecary, where plants, flowers, and herbs were utilised to create remedies and fragrances.[4]

Historically, Crabtree & Evelyn positioned itself around the concept of bringing nature into everyday rituals. The brand emphasised:

• Botanical ingredients
• Traditional craftsmanship
• Global exploration
• Sensory experiences
• Everyday luxury

Products were designed to elevate ordinary routines—such as washing hands, bathing, shaving, or applying lotion—making them feel more refined and enjoyable.[5]

During the 1980s and 1990s, Crabtree & Evelyn evolved from a small specialty retailer into an international brand, opening boutiques across North America, Europe, Asia, and other regions. At its peak, the company operated hundreds of stores worldwide and became particularly recognised for its gift sets, hand care products, and English-inspired fragrances.[6]

The brand gained popularity among consumers seeking an alternative to mainstream cosmetics companies, offering a more heritage-focused and premium image.

In 1996, founder Cyrus Harvey sold Crabtree & Evelyn, after which the brand changed ownership several times:

• 1996: Acquired by Kuala Lumpur Kepong Berhad
• 2012: Sold to Khuan Choo International
• 2016: Acquired by Nan Hai Corporation[7]

Like many traditional specialty retailers, Crabtree & Evelyn faced challenges as consumer shopping habits shifted towards online commerce. Numerous physical stores closed during the late 2000s and 2010s, and worldwide retail operations were largely discontinued in 2019.[8]

That same year, the brand relaunched as a digital-first company with a refreshed identity. This new direction moved away from the traditional “English country house” aesthetic, introducing a contemporary lifestyle approach centred on exploration, curiosity, and modern consumers.[9]

The relaunch introduced the slogan:

“Born Curious, Grown Wild”

This tagline reflects the founder’s enduring interest in travel, discovery, and nature.

Hand Care

Crabtree & Evelyn became particularly renowned for its hand creams and lotions, which helped establish the brand’s reputation for combining botanical ingredients with luxurious textures and fragrances. Popular historical collections include:

• Gardeners
• Evelyn Rose
• La Source
• Goatmilk & Oat

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Bath & Body

The brand has produced a wide range of bath and body products, including:

• Bath oils
• Shower gels
• Body lotions
• Body creams
• Traditional soaps
• Scrubs

Many of these items emphasise floral, herbal, fruit, and plant-based scents.

Fragrance

Crabtree & Evelyn has created numerous fragrances inspired by gardens, landscapes, spices, and travel destinations. Notable fragrance families include:

• Evelyn Rose
• Lavender
• Sandalwood
• Nantucket Briar
• West Indian Lime
• Moroccan Myrrh

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Home Products

Historically, the brand also offered candles, room fragrances, home accessories, and gifts. These products supported its positioning as a lifestyle brand rather than solely a cosmetic company.

Evelyn Rose

As one of the brand’s signature collections, Evelyn Rose was inspired by English roses and floral traditions. It remains one of Crabtree & Evelyn’s most recognisable feminine fragrance lines.

The Gardeners

Originally inspired by gardeners’ needs for hardworking hand care, this collection became synonymous with rich hand creams and botanical ingredients.

Crabtree Collection

The modernised Crabtree collection represents a more unisex approach, focusing on simple, functional skincare and grooming products.

Traditional Crabtree & Evelyn branding was characterised by botanical illustrations, English garden imagery, elegant typography, vintage apothecary influences, and premium gift packaging. This earlier image appealed strongly to customers seeking classic, nostalgic luxury.

Following the 2019 relaunch, the visual identity became more minimalist and contemporary, aiming to attract younger audiences while retaining the brand’s heritage roots.

Crabtree & Evelyn occupies a unique space between luxury beauty brands, traditional apothecaries, lifestyle companies, and gift-oriented personal care labels. It is often compared with heritage names such as L’Occitane en Provence and The Body Shop due to its emphasis on botanical ingredients, ethical sourcing themes, and nature-inspired products.

The significance of Crabtree & Evelyn lies in helping to popularise the idea that personal care products could be both functional and experiential. Before botanical beauty became mainstream, the brand introduced many consumers to plant-inspired skincare, artisanal soaps, and fragrance-led self-care rituals.

Today, it remains recognised as a heritage beauty brand that evolved from a small soap shop into an international lifestyle name, combining traditional botanical inspiration with modern digital retail.

1. Crabtree & Evelyn
2. Our Story | Crabtree & Evelyn
3. CRABTREE & EVELYN
4. From Luisa Design | Crabtree & Evelyn
5. Crabtree & Evelyn
6. Crabtree & Evelyn Rebrands & Launches 3 New Collections | Global Cosmetic Industry
7. Crabtree & Evelyn Perfumes And Colognes
8. YOU WON’T *BELIEVE* WHO’S JUST TURNED 50 – Crabtree & Evelyn
9. Crabtree & Evelyn Just Relaunched In Singapore, And It’s Completely Different From How You Remember It – CNA Lifestyle
10. Our Story | About Us | Crabtree & Evelyn US
11. Crabtree & Evelyn | Heritage Beauty Rebrand | Bartlett Brands