Not Your Ordinary Distribution Company
Not merely a distribution company, The White Tree is an award‑winning curator, incubator and storyteller for luxury beauty & wellness brands. Conceived in 2014 and founded in Athens in 2017 by visionary entrepreneur Angeliki Filippou, the company set out to redefine skincare by harmonising nature’s intelligence with cutting‑edge biotechnology, crafting products that are as effective as they are sustainable.
Our inaugural creation, Crocus Collector, extracted the antioxidant power of crocus, widely known as "saffron" into a ritual of modern luxury. Within its first twelve months the skincare brand captured three awards and an international commendation for its sustainability ethos — proof that innovation anchored in authenticity resonates worldwide.
What We Do | Dual Pillars of Excellence
• Brand Building, Business Development & Consultation.
• Selective Distribution through a hand‑picked network of prestige partners — from world‑class resorts to independent concept stores.
Our multidisciplinary team adapts nimbly to each brand’s DNA, orchestrating everything from R&D and sustainable sourcing to omnichannel storytelling and market roll‑out.
Mission Statements
Professional | Flexible | Visionary | Motivated | Authentic
Brand & Product Development
To design premium wellness products that consumers trust implicitly for safety, quality and efficacy, elevating simplicity itself to a new expression of luxury.
Brand Management & Distribution
We seek out like‑minded innovators who challenge category conventions. Our ambition: to be the first destination for discerning consumers searching for high‑performance, aesthetically elevated wellness and lifestyle products.
"Source, distribute and grow unique brands we love! " Angeliki Filippou | Founder
Vision
Communication, PR & Sustainability
"Fueling inspiration to nurture and expand our vision into an innovative, profitable, and sustainable business model. Through authentic communication, we cultivate brands that thrive and leave a positive impact on the world."
Lina Korizi | CCO
Operational Excellence & Sustainability
Sourcing, Production, Ingredients, Packaging, Shipping, Business Practices & Ethics
"From ingredient sourcing and production to packaging, logistics and ethical governance, every decision is filtered through the lens of customer experience and environmental stewardship."
Kostas Petroulopoulos | Partner
AWARDS
Global Business Awards 2024
Best Luxury Beauty & Wellness Distribution - Greece
2024
Corporate Vision
European Enterprise Awards
Most Innovative Luxury Brand Development & Distribution
Company - Greece
2023
EU Business News
Prestige Awards UK
2022-2023
Shortlist
European Enterprise Awards
Best Business & Brand Development Company - Greece
2022
EU Business News
Best European Company
Luxury Brands Development
2020
LuxLife Magazine
PRESS
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LOCATIONS
INSPIRATION
"A tree embodies knowledge and wisdom; white symbolises purity. Under a microscope, skin tissue echoes a tree’s intricate branching—reminding us of the bond between humanity and nature.
This insight shapes not only our name but every brand we curate."
Angeliki Filippou | Founder, 2017
Luxury Beauty & Wellness Distributor in Greece
The White Tree is Greece’s premier luxury beauty distributor and brand incubator, specialising in sustainable Greek skincare and high‑performance wellness products. Founded in Athens in 2017 by visionary entrepreneur Angeliki Filippou, we fuse Greece’s botanical heritage with cutting‑edge biotechnology to create clean, cruelty‑free, anti‑ageing skincare that delivers visible results.
Award‑Winning Greek Skincare Innovation
Our flagship line, Crocus Collector, harnesses the antioxidant power of organic Crocus sativus (Greek saffron) to produce a premium antioxidant serum and radiant anti‑ageing ritual. The collection has earned multiple international awards for sustainability, efficacy and design—cementing our authority in luxury Greek skincare.
Selective Distribution Across Greece & Cyprus
As an exclusive luxury beauty distributor, we curate and supply prestige hotels, concept stores and e‑boutiques throughout Greece and Cyprus. Retailers and spa directors seeking to buy wholesale or partner with a forward‑thinking Greek beauty brand choose us for meticulous service and market insight.
Sustainability Meets Biotechnology
Every formula is vegan, cruelty‑free and EU‑compliant, crafted in small batches with sustainably sourced Greek botanicals and biotech actives. From refillable glass packaging to carbon‑neutral logistics, environmental stewardship guides every decision.
Full‑Service Brand Incubator
Beyond distribution, we deliver 360° brand‑building—R&D, GMP manufacturing, regulatory compliance, omnichannel storytelling and go‑to‑market strategy—helping niche wellness innovators scale safely and profitably across EMEA.
Partner With Us
Whether you’re seeking a luxury beauty wholesale partner, an incubator for a clean skincare concept, or simply wish to experience award‑winning Greek saffron skincare, The White Tree offers a proven path from idea to international acclaim.