Croda announces brand evolution to mark centenary year

8 January 2025: Croda International Plc (“Croda”), the company that uses smart science to create high-performance ingredients and solutions that improve lives, today announces a brand evolution to mark its centenary year.

Founded in 1925, Croda began its life making lanolin – an ingredient produced by refining the natural grease from sheep’s wool – that we still sell today. Celebrating 100 years of smart science, the brand evolution represents the combination of our rich heritage and aspirations, to reflect the business today and, most importantly, what Croda aims to become tomorrow, ensuring we remain a trusted partner in a fast-changing world. 

At Croda, we are connected by our Purpose, Smart science to improve lives™, and we work together as one global, connected team. Our new visual identity is inspired by our sense of togetherness and connection, both with our customers and with one another: because the business was founded in partnership between two pioneers Mr Crowe and Mr Dawe; because Croda works with customers to help them realise their ambitions; and, because our approach to innovation is at one with the world’s sustainability goals. So, our refreshed brand is rooted in these connections: between founder and founder; between Croda and customer; between smart science and human benefit; and, between Purpose and planet.

As Croda moves into the next 100 years, the evolved smart science brand showcases how we improve lives and how our passionate employees provide important solutions through innovation each and every day.

Commenting on the centenary and brand evolution, Steve Foots, Group Chief Executive of Croda said: “Croda is a successful, ambitious business. But more than that, it is a true brand, with a rich history, a clear Purpose and a strong culture. 

“2025 is Croda’s centenary year which provides an excellent opportunity to not only celebrate our history but also reflect on the strong foundations it gives us for future success. We are delighted to launch our newly refreshed brand, which not only honours our brilliant legacy, but also embraces our exciting future, reflecting the kind of business we have become, with an incredibly powerful Purpose, Smart science to improve lives™.”