Fragrance house

WHITE FOX

White Fox began in 2013 as an eBay business founded by Georgia Moore and Daniel Contos from their home in Sydney, Australia. Its early direction was shaped by social-media, influencer, and celebrity-style marketing, and the venture developed into an international fashion brand centered on trend-led clothing, contemporary streetwear, and festival-oriented styling. White Fox launched in the United States in 2019 and expanded into the United Kingdom in 2022. Moore and Contos remain its owners. In September 2025, White Fox entered beauty through a partnership with SLG Brands, its first venture beyond direct-to-consumer fashion. The initial White Fox Beauty Vol. 1 collection included Vanilla Sugar Eau de Toilette, while a dedicated fragrance collection announced in July 2026 introduced perfume mists designed for standalone wear and layered mist mixing. The White Fox Beauty range received two Brand & Lifestyle Licensing Awards in 2026.