Luxury skincare brand Crabtree & Evelyn has announced its new brand identity with the launch of two new collections and its newly designed content platform and e-commerce site.

The first collection that will launch under the new brand identity is Evelyn Rose, a new and unexpected take on a rose-scented collection. 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 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.