Our story begins with

Crocus Collector

the skincare line that inspired the creation of

The White Tree itself.

 

The concept was first imagined in 2014, when founder Angeliki Filippou, while expecting her first child, began searching for skincare that was not only effective and sensorial, but also safe, honest and aligned with a modern, conscious lifestyle. Raised by a pharmacist father who crafted traditional crocus-based remedies and a mother who valued beauty, refinement and quality, Angeliki understood early that true skincare must nourish both skin and spirit, combining wellbeing with aesthetic pleasure.

But the market lacked what she envisioned: sophisticated formulations with real efficacy, rooted in nature and science, free from unnecessary risks, beautifully designed, sustainably produced, and created with intention. When she could not find such a brand, she decided to build it.
From that decision, Crocus Collector was born — and with it, The White Tree.

As Crocus Collector grew, Angeliki discovered the remarkable world of boutique, niche beauty — brands created not by corporations, but by individuals with a story, a philosophy, and a genuine purpose. She fell in love with this universe: products crafted with care, founders driven by passion, formulas designed to solve real needs, and collections built around authenticity rather than trends.

This is how The White Tree evolved into what it is today:
a curated portfolio of brands with meaning, each chosen because behind it stands a real person, a thoughtful vision, and a commitment to quality, sustainability and transparency.

Our mission is simple yet profound:
to transform everyday personal care into luxury rituals of self-care.
We believe that skincare and wellness products should elevate daily routines into moments of inner quiet, beauty and nourishment — rituals that respect the body, the environment, and the user’s wellbeing.

Every brand we curate or create adheres to the core principles that define The White Tree:

• High-performance formulations supported by science.

• Clean, conscious ingredients with minimal health risk.

• Sustainable practices from sourcing to packaging.

• Authentic narratives grounded in real people and real values.

• Aesthetic excellence, where form meets function with elegance.

Through these principles, The White Tree has become a trusted partner for luxury retailers, boutique e-shops, high-end spas, and hospitality destinations seeking unique, meaningful brands that resonate with today’s discerning consumer.

We stand at the intersection of nature and biotechnology, tradition and innovation, creators and conscious partners — bringing to life brands that enrich not only the skin, but the entire self-care experience.