Anisha Riggs
Creed Fragrances is a perfume house based in Paris, with a factory in Fontainebleau. The company was founded in 1760 by James Henry Creed as a tailoring house in London, England, and began to offer fragrances in 1781. Creed has since created over 200 perfumes, including the popular Aventus for Men, which was launched in 2010. The brand has a rich history, having supplied fragrances to royalty and political figures, and continues to create unique scents using rare and exquisite ingredients sourced from around the world.
| Characteristics | Values |
|---|---|
| Name of the first Creed fragrance | Royal English Leather |
| Year of creation | 1781 |
| Creator | James Henry Creed |
| Inspiration | King George III |
| Current status | Still in CREED's collection |
| Creed's current base | Paris |
| Year of first trademark registration | 1979 |
| Number of perfumes | Over 200 |
| Number of boutiques | 14 |
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What You'll Learn
Creed's first fragrance
Creed Fragrances is an Anglo-French multinational niche perfume house based in Paris. The company was founded as a tailoring house in London, England, in 1760 by James Henry Creed. Creed's first fragrance was created in 1781 and was called Royal English Leather, honouring King George III. The fragrance remains in Creed's collection.
The House of Creed was founded in the same year as the young King's accession and has created fragrances for the discerning for over 260 years. The brand began when a pair of scented leather gloves was delivered to King George III by the newly founded London tailoring company. In 1854, under the patronage of Napoleon III and his Empress, Eugénie, the House of Creed established another headquarters in Paris, France. Creed supplied most of the royalty of the time and acquired a reputation for impeccable tailoring and exclusive fragrances.
The current generation of creative directors consists of Olivier Creed and his son, Erwin Creed. Olivier Creed is known for creating some of Creed's most beloved fragrances, including Green Irish Tweed, Millesime Imperial, Silver Mountain Water, Spring Flower, Himalaya, and Original Vetiver, the latter two with contributions from his son, Erwin. In 2005, Olivier created Love in White, inspired by a trip to Fontainebleau in the spring. The fragrance was worn by Laura Bush and Michelle Obama and is sometimes called "the White House fragrance".
Creed has stated that it has created perfumes exclusively for celebrities and well-known political figures, including Winston Churchill, John F. Kennedy, and Grace Kelly. Creed's breakthrough success came in the mid-1980s with the fresh fougère fragrance Green Irish Tweed. The brand's most celebrated fragrance is Aventus for Men, which has seen good commercial success.
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Aventus for Men
Aventus was created by Jean-Christophe Hérault and Erwin Creed, the sixth and seventh generations of Creed leaders, respectively. The top notes of the fragrance are Calabrian bergamot, blackcurrant leaves, apple, and pineapple, leading into exotic notes of pineapple and lemon, tinged with pink pepper. The middle notes are pink berries, birch, patchouli, and jasmine, while the base notes are musk, oakmoss, ambergris, and vanilla. The combination of these notes creates a fresh, woody, and citrusy scent that is undeniably masculine.
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Green Irish Tweed
The fragrance has a soft and clean opening, with a hint of citrus that fades into a more watery and bitter grassy heart. The dominant grassy smell continues throughout the entire wear, with the ambergris becoming more noticeable after a few hours. The sandalwood, while subtle, blends beautifully with the house of Creed's staple ambergris, giving a creamy and musky feel.
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Creed's celebrity clients
Creed Fragrances, the world's only dynastic, privately held luxury fragrance company, has served many celebrities and well-known political figures. Creed was founded in London in 1760 by James Henry Creed and has since been passed down from father to son. Creed's very first royal commission came in 1781 from King George III, for whom they made the scent Royal English Leather. Creed has also served royalty such as Queen Maria Cristina of Spain, who named Creed her supplier by royal order in 1885, and Empress Eugénie of France, who was a client when Creed relocated to Paris in 1854. Creed created a fragrance called Jasmin Imperatrice Eugenie for Empress Eugénie, which is still offered today.
In the 20th century, Creed was chosen by royalty including the Duke and Duchess of Windsor, as well as leading politicians. Sir Winston Churchill wore Creed's Tabarome, and John F. Kennedy wore Creed's Vetiver. Creed also created Grace Kelly's wedding day scent, Fleurissimo, in 1956.
More recently, Creed fragrances have been worn by First Ladies Laura Bush and Michelle Obama, who wear a fragrance called Love In White, sometimes called "the White House fragrance". Kate Middleton received the first bottle of Creed Royal Ceylan in 2006. Creed has also created fragrances for celebrities posthumously, claiming that actor Cary Grant wore Creed.
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The House of Creed
The current generation of creative directors at Creed consists of Olivier Creed and his son, Erwin Creed. Olivier Creed's first eponymously named fragrance was a traditional eau de cologne with matching aftershave, although the release date is unknown. Creed has other notable creations, such as Angelique Encens, which was allegedly created in 1933 for the Bishop of Paris, and Green Irish Tweed, which became a breakthrough success in the mid-1980s.
In 2009, Creed opened its first stand-alone store in the US on Madison Avenue in New York City. In 2020, the private equity group BlackRock became the majority shareholder of Creed, and Sarah Rotheram was named CEO. In June 2023, Creed was acquired by the luxury group Kering for €3.5 billion. Today, Creed continues to create highly original, artisan fragrances using the finest ingredients from around the world.
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Frequently asked questions
The oldest Creed fragrance was created in 1781.
The newest Creed fragrance is from 2025.
Creed has created many popular fragrances over the years, including Aventus, Green Irish Tweed, Silver Mountain Water, and Virgin Island Water.
