Fragrance house

Creed

Founded by James Henry Creed in 1760 on London’s Conduit Street, Creed began as a tailoring house serving British royalty and aristocracy. The house evolved from British tailoring traditions into French haute perfumery, carrying tailoring precision into its fragrance identity. Its perfumes combine British heritage with French perfumery savoir-faire, natural essences, and traditionally made unisex compositions. Olivier Creed and his son Erwin continued the family tradition and created Aventus, which debuted in 2010. Aventus is a best-selling Creed fragrance and the house’s leading example of a signature scent. Kering Beauté completed its acquisition of Creed on October 17, 2023. On March 31, 2026, L’Oréal completed its acquisition of Kering Beauté, making L’Oréal Creed’s corporate owner.