Crabtree & Evelyn

What Crabtree & Evelyn does

Crabtree & Evelyn, Ltd is a privately held, US-domiciled (Woodstock, Connecticut) luxury personal care and lifestyle brand founded in 1971 by Cy Harvey in Boston. The company sells fragrances, bath and shower products, soaps, body care, hand creams, skincare, hair care, shaving products, home fragrance, and artisanal lifestyle accessories organized into six sub-brand collections (Evelyn Rose, Bali, Greece, Crabtree, The Gardeners, and Cult Collection). Its products are formulated around natural ingredients such as apple extracts, AHAs, goatmilk, oat, rose, and botanical oils, with select collections (Bali, Greece) co-created with destination-based local artisans.

The company operates a direct-to-consumer e-commerce storefront at crabtree-evelyn.com that ships to the United States, Canada, Mexico, the United Kingdom, Germany, France, Australia, Hong Kong, Singapore, and Malaysia, supplemented by regional physical retail storefronts in multiple countries. Its go-to-market is product-led, anchored by seasonal limited-edition collections, free-shipping promotions, and the Wild Beauty Club tiered loyalty program (Green, Black, Gold) with refer-a-friend mechanics and charitable point conversion. Distribution and revenue mechanics are predominantly unit-priced, pay-as-you-go consumer sales.

Crabtree & Evelyn is independently owned with no disclosed institutional investment, parent company, or public listing. The company supports the Exploration for Growth charitable program (5% of Bali Collection profits to the WAS Foundation; $35,000 donated to FLYTE), maintains FSC-certified label paper and recyclable PET packaging, and employs 101-250 people. The management team disclosure is limited to founder Cy Harvey, indicating a thin current leadership data footprint.

Name

Crabtree & Evelyn

Legal name

Crabtree & Evelyn, Ltd

Website

https://crabtree-evelyn.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Crabtree & Evelyn is a privately held US luxury personal care brand selling bath, body, skincare, fragrance, and artisan lifestyle products through DTC e-commerce and regional retail stores in ten countries. It serves individual consumers via six sub-brand collections and a tiered loyalty program.

Ownership category

akta.pro rank

Product category

Luxury Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561), Luggage and Leather Goods Retailers (458320)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)

akta.pro secondary industries

Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL), Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)

Keywords

• Luxury bath products
• Body care
• Hand creams
• Natural skincare
• Home fragrance

Headquarters

HQ city

Woodstock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Crabtree & Evelyn sells products directly through their e-commerce storefront at crabtree-evelyn.com. Products include hand creams, body care, hair care, shaving, skincare, fragrance, home fragrance, and artisanal lifestyle accessories. Orders are shipped to customers in the United States and select international markets including Canada, Mexico, United Kingdom, Germany, France, Australia, Hong Kong, Singapore, and Malaysia.
2. Wild Beauty Club Loyalty Program: Loyalty program where members earn 1 point per $1 spent. Points can be redeemed for digital voucher codes ($10 voucher per 1,000 points), converted to donations to FLYTE charity (100 points = $20 donation), or used for tier-based perks including free shipping, deluxe samples, and exclusive promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Crabtree & Evelyn sells luxury bath, body, hair care, skincare, and home fragrance products directly to consumers through e-commerce and physical retail, organized into themed sub-brand collections (Evelyn Rose, Bali, Greece, Crabtree, The Gardeners, Cult Collection). The product range includes hand creams, body care, shaving, facial skincare, fragrances, candles, diffusers, and handmade artisan lifestyle accessories co-created with local artisans in Bali and Greece.

Product overview

Crabtree & Evelyn is a luxury bath, body, and home products retailer offering a diverse portfolio organized into multiple sub-brand collections and product categories. The main product lines include: the Cult Collection featuring classic archival scents; The Gardeners Collection offering small-batch natural remedies; the Crabtree Collection with apple extract and AHA-based skincare; the Evelyn Rose Collection for hydrating rose-scented products; the Bali Collection featuring artisan-made island products; and the Greece Collection with handmade Greek artisan items. Core product categories span hand care (creams, washes, scrubs), body care (bath, shower, moisturizers), hair care, shaving, face care (moisturizers, cleansers, toners, masks, lip care), and lifestyle/home fragrance (candles, diffusers, incense, accessories). The company also operates the Wild Beauty Club loyalty program. The products are distributed through e-commerce with delivery to US, Canada, UK, and select European and Asian markets.

Differentiator

Problem solved

Functional benefit

Brands

• Evelyn Rose: Hydrating skincare collection with rose with attitude fragrance
• Bali
• Greece
• Crabtree
• The Gardeners
• Cult Collection

Products and services

• Evelyn Rose Collection Bestselling collection featuring hydrating skincare, texture-transforming formulas, and signature rose with attitude fragrance. Includes body melts, shower milk, face moisturizers, and home fragrance.
• Bali Collection First Exploration Collection inspired by Bali featuring hand-crafted accessories from local artisans and island-inspired formulas including body balms, face masks, massage oils, and home fragrance.
• Greece Collection Greek-inspired collection featuring handmade home accessories, stackable jewelry, and artisan products co-created with local artisans from Greek islands, including handmade jewelry by Violeta in Athens, ceramic home accessories, linen products, and olive oil.
• The Gardeners Collection Small batch remedies to nourish mind, body, and soul with supercharged skincare and wellbeing essentials inspired by natural ingredients. Includes hand creams, bath syrups, face masks, and candles.
• Crabtree Collection Shareable face and body essentials fueled by apple extracts and exfoliating AHAs to refresh and renew skin, featuring multi-tasking formulas including face foams, tonics, and lip balms.
• Cult Collection Classic scent collection featuring archival formulas that stand the test of time, including hand creams, shower gels, bath milk, body oils, and hair care products.
• Hand Creams Nourishing hand creams available in classic scents including Gardeners, Goatmilk & Oat, La Source, Lavender & Espresso, Citron & Coriander, Nantucket Briar, Summer Hill, Verbena & Lavender, Pear & Pink Magnolia, Pomegranate & Argan Oil, Rosewater & Pink Peppercorn, and Caribbean Island Wild Flowers.
• Body Care Products Nourishing body care including shower essentials, bath soaks, and rich moisturizers designed to bring indulgence to everyday routines.
• Hair Care Products Replenishing hair formulas including conditioning masks, moisturizing hair oils, shampoos, and conditioners for healthy hair.
• Shaving Products Hair removal and shaving range with kind-to-skin ingredients to calm, cool, and leave skin touchably soft. Includes shave creams and aftershave balms.
• Face Care Products Skincare essentials including cleansers, toners, exfoliators, masks, face foams, and lip care for all skin types.
• Lip Care Products Lip treatments including overnight lip masks, exfoliating lip scrubs, and lip balms for soft, supple, smooth lips.
• Lifestyle Products Home accessories and wellbeing essentials including scented candles, diffusers, room mists, tea infusions, incense, and handmade artisan products.
• Accessories Hand-picked accessories inspired by destinations and co-created with local artisans, including handmade jewelry, bags, and home décor.
• Wild Beauty Club Loyalty Program Loyalty program rewarding customers with points for purchases, exclusive promotions, event invitations, and exploration trip opportunities. Free to join with tiered benefits (Green, Black, Gold). 1 point per $1 spent; redeemable for $10 vouchers per 1,000 points or convertible to FLYTE donations.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• WAS FoundationminorOthersThe WAS Foundation receives 5% of all Bali Collection profits as part of Crabtree & Evelyn's Exploration for Growth program. This is a charitable giving partnership supporting the communities and artisans who inspire the brand's travel-inspired products.
• FLYTEminorOthersCrabtree & Evelyn donated $35,000 to FLYTE, a charity creating travel opportunities for students from underserved communities. The partnership also allows Wild Beauty Club members to donate loyalty points (100 points = $20 donation, 200 points = $40 donation).
• Local Artisans (Bali)coreStrategic or Co-development PartnerThe Bali Collection is co-created with local artisans in Bali, Indonesia. Products include hand-crafted accessories, jewelry, home décor items, and island-inspired formulas. The collection emphasizes authentic storytelling and supporting local communities.
• Local Artisans (Greece)coreStrategic or Co-development PartnerThe Greece Collection is co-created with local artisans met during the brand's travels to Greek islands. Products include handmade jewelry (e.g., Pyrgi-inspired pieces by Violeta in Athens), ceramic home accessories, linen products, and olive oil. The collection brings 'real souvenirs' from Greece to customers.
• Kokkinos Family (Kalymnos)minorStrategic or Co-development PartnerSustainably sources natural sea sponges from the Kokkinos family in Kalymnos, who have been in the sponge diving business for 65 years. The Silk Sea Sponge product is 100% natural, biodegradable, and antibacterial.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• L'Occitane en Provence: Closely comparable luxury bath, body, skincare, and home fragrance brand with a Provence heritage narrative, global retail and DTC distribution, and a botanical/natural-ingredient positioning that mirrors Crabtree & Evelyn's value proposition.
• Bath & Body Works: Mass-market peer in body care, hand soaps/creams, and home fragrance with a heavy direct-to-consumer and mall-store presence; competes directly for the same gifting and self-care occasions.
• Molton Brown: British luxury bath, body, and home fragrance brand with strong gifting and travel-retail channels; nearly identical product mix and price tier to Crabtree & Evelyn's hand creams, fragrances, and lifestyle accessories.
• The Body Shop: Global ethically-positioned personal care and bath/body brand with natural ingredients and community/charitable narratives that closely parallel Crabtree & Evelyn's Exploration for Growth program.
• Kiehl's: Premium skincare, body care, and grooming brand with a heritage and natural-ingredient story similar to Crabtree & Evelyn, overlapping on facial skincare, body moisturizers, and lifestyle gifting.
• Lush: Fresh, handmade bath, body, and skincare brand with strong ethical and natural-ingredient positioning that overlaps with Crabtree & Evelyn's Gardeners, Bali, and Greece collection ethos.
• Jo Malone London: Luxury fragrance and bath/body brand positioned around gifting and lifestyle with a similar premium price tier and English-heritage-adjacent storytelling.

Broad incumbents

• Aveda: Broader incumbent in botanical, naturally-derived hair care, skin care, and body care; competes with Crabtree & Evelyn's hair care and skincare ranges from within a much larger Estée Lauder portfolio.
• Origins: Broader incumbent natural-ingredient skincare and body care brand under Estée Lauder with overlapping facial skincare, masks, and body treatment categories.
• Clarins: Global premium skincare and body-care incumbent with plant-based formulation heritage, offering facial skincare, body treatments, and fragrance at price points adjacent to Crabtree & Evelyn's premium tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/crabtreeandevelyn
• Xx.com/crabtreeevelyn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crabtree & Evelyn