Fragrance house

The White Company

The White Company began with Chrissie Rucker’s vision for stylish white homewares that combined quality with affordability, introduced through a 12-page mail-order brochure. It evolved into an international, multichannel lifestyle business while retaining an emphasis on predominantly white products, timeless design, simple pleasures, and attention to detail. Rucker remains the brand’s founding creative influence, and its identity is rooted in her original vision and the idea of “Perfect Simplicity.” The White Company Holding Co Limited became a certified B Corporation in February 2024. Seychelles is described as an all-year-round best seller and is used to scent the brand’s shops; the Seychelles candle is also described as a long-standing bestseller.