Creed: The Masterminds Behind The Fragrances

The House of Creed, an Anglo-French luxury perfume house, was founded in 1760 by James Henry Creed as a tailoring house serving the royal families of Europe. Creed has since become a high-end fragrance house, creating original, artisan fragrances for men and women using the finest ingredients from around the world. The current generation of creative directors consists of Olivier Creed and his son Erwin Creed, who continue the family's legacy of crafting unique and sophisticated scents. Creed was acquired by Kering in 2023, recognising the brand's rich heritage and potential for future growth in the luxury fragrance market.

The House of Creed was founded in 1760 by James Henry Creed

The House of Creed, a luxury perfume house, was founded in 1760 by James Henry Creed. The company was originally established as a tailoring house in London, England, serving the royal families of Europe. The legend of the brand begins with a pair of scented leather gloves delivered to King George III by the new tailoring company.

Over the years, Creed has created fragrances and garments for royalty and the elite. Queen Victoria, granddaughter of King George III, appointed Creed as an official supplier to the Royal Household. In 1854, under the patronage of Napoleon III and Empress Eugénie, Creed established another headquarters in Paris, France. The House of Creed supplied most of the royalty of the time and became known for its impeccable tailoring and exclusive, rare, and limited bespoke fragrances.

The brand's reputation for discretion and tact in handling royal, aristocratic, and socially prominent clientele became part of its legend. Creed has continued to create unrivalled scents, with over 200 perfumes to its name, all testifying to its unique creative spirit. The current generation of creative directors consists of Olivier Creed and his son Erwin Creed, who create artisanal fragrances in their factory in Fontainebleau, on the outskirts of Paris.

Creed is renowned for its best-selling fragrance Aventus and its rich heritage, timeless scents, and unisex versatility. Creed manufactures many of its own essences using traditional techniques, sourcing the finest natural raw ingredients from around the world. The process is labour-intensive, but the company is driven by artistry and perfection, setting its fragrances apart from modern counterparts.

The company was originally a tailoring house, creating fragrances to scent leather gloves and hemlines

The House of Creed is a luxury perfume house with a rich history that dates back to 1760. It was founded by James Henry Creed, who established a tailoring company in London, England, that same year. The earliest known evidence of Creed's existence, however, dates back to the late 1960s or early 1970s.

The company's origins lie in creating exquisite tailored garments, including leather gloves and hemlines scented with fragrances. This practice of scenting leather goods was common among tailors of that time, as it added to the luxury and prestige of these items. Well-made gloves, in particular, were expensive and time-consuming to create, often involving hand stitching and tanning processes.

The process of scenting leather gloves was intricate and delicate. First, the leather was steeped in an aromatic solution or rubbed with fragrant pastes to eliminate any tanning odours. Next, the gloves were cut, sewn, and dyed. The final step, known as "mise en fleurs," involved placing the gloves on layers of flowers inside a closed box. The petals were replaced every 12 hours for eight days, infusing the gloves with a delicate fragrance.

Over time, the House of Creed expanded its expertise beyond tailoring. In 1854, under the patronage of Napoleon III and Empress Eugénie, Creed established a presence in Paris, France, catering to the royalty of the time. The company's reputation for impeccable tailoring and exclusive, rare fragrances grew, and it became known for its discretion in handling royal, aristocratic, and socially prominent clientele.

Today, Creed continues to create artisanal fragrances, sourcing the finest natural ingredients from around the world. The company's perfumes are known for their rich heritage, timeless scents, and unisex appeal. Creed's perfumes are crafted with a traditional technique, setting them apart from modern mass-produced fragrances. The current generation of creative directors, Olivier Creed and his son Erwin Creed, carry on the legacy of this historic brand.

Creed has created perfumes for celebrities and political figures

Creed has created perfumes exclusively for celebrities and political figures. The company has a long history of serving royalty, dating back to its founding in 1760. Creed's first royal commission came in 1781 from King George III, for whom they made the scent Royal English Leather. Creed also served Empress Eugenie of France, creating the fragrance Jasmin Imperatrice Eugenie, which is still available today. Other royal clients included Emperor Franz-Josef of Austria-Hungary, Empress Elisabeth, Czar Nicolas II of Russia, and Queen Victoria, for whom Creed created Fleurs de Bulgarie.

In addition to royalty, Creed has also created perfumes for political figures such as Sir Winston Churchill, who wore Creed's Tabarome, and John F. Kennedy, who wore Creed's Vetiver. Creed also created Grace Kelly's wedding day scent, Fleurissimo, at the request of her fiancé, Prince Rainier of Monaco.

More recently, Creed has been worn by celebrities including Frank Sinatra, Michael Jackson, Elvis Presley, Jackie Kennedy, David Beckham, Michelle Obama, and Laura Bush. Creed's marketing masterpiece, Aventus, launched in 2010, has been a commercial success and helped the company expand its presence.

The company was acquired by Kering in 2023

The House of Creed, an Anglo-French perfume house, was acquired by Kering Beauté in June 2023 for €3.5 billion. Creed, established in 1760, is known for its luxury fragrances and its rich heritage. The acquisition is a significant step for Kering Beauté, providing the required scale and an outstanding financial profile for future development.

The history of Creed fragrances began in 1760 when James Henry Creed founded a tailoring company in London. The company supplied scented leather gloves to King George III, marking the beginning of Creed's journey into the world of fragrances. Over the years, Creed has created perfumes for celebrities, political figures, and royalty, including Queen Victoria and Empress Eugénie. The company has boutiques worldwide and is known for its artisanal fragrances made with exquisite natural ingredients.

The acquisition by Kering Beauté, a global luxury group, is expected to unlock Creed's potential across geographies, channels, and categories. Kering plans to accelerate Creed's development in China and Travel Retail while expanding its feminine fragrance portfolio, body, and home categories. Kering's commitment to the beauty segment and confidence in Creed's brand and expertise make this acquisition a strategic initiative for the group.

The current generation of creative directors at Creed includes Olivier Creed and his son Erwin Creed, who continue the tradition of creating artisanal fragrances. Creed's perfumes are known for their rich heritage, timeless scents, and unisex versatility. The acquisition by Kering will help to further strengthen the Creed brand and unlock its potential on a global scale.

The House of Creed's legacy is one of luxury and craftsmanship, with a unique creative spirit that has been passed down through generations. The acquisition by Kering Beauté promises to preserve Creed's rich heritage while expanding its reach and influence in the high-end luxury fragrance market. The transaction is a testament to Creed's success and the recognition of its brand and expertise in the fragrance industry.

Creed manufactures its own essences using traditional techniques

Creed is a luxury perfume house that creates highly original, artisan fragrances for men and women. The company was founded in 1760 by James Henry Creed as a tailoring house serving the royal families of Europe. Over the years, Creed has shifted its focus from tailoring to perfumery, becoming one of the world's leading niche perfume houses.

Today, Creed continues to create unrivalled scents, sourcing, researching, inspecting, and commissioning the finest materials from around the globe. The process of creating Creed fragrances starts with the careful selection of high-quality natural raw ingredients, which are then weighed out, mixed, and macerated by hand—a traditional technique that is now rarely used due to its high cost. Despite the labour-intensive nature of this process, Creed is committed to artistry and perfection, ensuring that their fragrances stand out from their modern counterparts.

The signature ingredients found in Creed fragrances include rose from Bulgaria, Turkey, and Morocco, Florentine Iris, Calabrian bergamot, Haitian vetiver, Bourbon vanilla, Italian jasmine, and the finest ambergris notes. These ingredients are transformed into exquisite fragrances through Creed's traditional manufacturing techniques.

Creed's dedication to traditional techniques and high-quality ingredients has earned them a reputation for manufacturing artisanal essences of unrivalled quality. The company's perfumes are known for their rich heritage, timeless scents, and unisex versatility. Creed's fragrances are created with the expertise and techniques passed down through generations, combining old-world craftsmanship with modern innovation.

The House of Creed's unique story and exceptional fragrances have made it a leading global luxury fragrance brand, synonymous with exclusivity and creativity. With a rich history spanning over 260 years, Creed continues to captivate the senses and embody the ultimate fusion of tradition and innovation in the world of perfumery.

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