Creed Aftershave: Who Crafts These Scents?

Creed is an Anglo-French multinational niche perfume house based in Paris. The company was founded in 1760 by James Henry Creed as a tailoring house in London, England. Over time, the brand has evolved into one of the most prestigious names in the fragrance industry, with boutiques all over the world. The current generation of creative directors includes Olivier Creed and his son, Erwin Creed. Creed fragrances are known for their commitment to quality, tradition, and innovation, using natural ingredients and traditional infusion techniques. The brand has a rich history, with famous clients ranging from Winston Churchill to Michelle Obama.

Creed's origins

Creed is a Paris-based perfume house founded in 1760 by James Henry Creed. The company was supposedly originally founded as a tailoring house in London, England, and soon began to offer fine fragrances to London's elegant elite.

In 1781, James Henry Creed created Royal English Leather in honour of King George III, and it remains in Creed's collection today. Over time, the brand has evolved from its humble beginnings into one of the most prestigious and revered names in the fragrance industry, with boutiques in Paris, London, New York City, Beverly Hills, and other cities worldwide.

The legacy of Creed has been carried forward by successive generations of the Creed family, who have meticulously preserved and passed down the art of fragrance-making. Each successor has honoured James Henry Creed's legacy while adding their unique touch to the brand's portfolio of scents. Creed fragrances are known for their commitment to quality, with an unwavering dedication to sourcing the finest ingredients and employing time-honoured techniques.

The current generation of creative directors consists of Olivier Creed, described as 'the world's most elegant perfumer' by The Independent, and his son, Erwin Creed. Together, they travel the world, seeking out precious elements and launching fragrances that take Creed in exciting new directions.

While Creed has a rich history, it is important to note that the earliest evidence of its existence dates back to the late 1960s or early 1970s. The history of the brand prior to 1970 comes from Creed itself, and no historical evidence of its existence before this time has been found.

Aventus, Creed's best-selling cologne

Aventus, launched in 2010, is the best-selling cologne from Creed, the Anglo-French multinational niche perfume house based in Paris. The company was founded in 1760 by James Henry Creed as a tailoring house in London, England, and it has since become a global phenomenon, with boutiques in Paris, London, New York City, Beverly Hills, and other major cities.

Aventus is a masculine scent that combines rich, soft, and creamy accords with bright, tart, and tangy notes. It opens with crisp, sweet, and fruity notes of apple, bergamot, blackcurrant, and pineapple, followed by middle notes of birch wood, jasmine, patchouli, and rose. The fragrance concludes with a sensual, earthy, and dark sugary finish of ambergris, musk, oakmoss, and vanilla, creating a signature scent that embodies elegance, sophistication, and individuality.

Aventus has captivated wearers for over a decade with its enduring appeal and unique blend of precious ingredients. It was crafted to mark the House of Creed's 250th anniversary and has since become one of the most revered perfumes in the world. The fragrance is tailored for the strong and confidently original individual, celebrating success, vision, and strength.

Aventus is an enduring classic that has contributed significantly to Creed's success. According to Erwin Creed, the popularity of Aventus enabled the company to open its New York boutique location. The Aventus collection has expanded to include Absolu Aventus, a limited edition, and Aventus for Her, the female counterpart to the original scent.

The Creed family legacy

The House of Creed, or Creed Fragrances, is a perfume house with a rich history spanning over two and a half centuries. The legacy of the Creed family began in 1760 when James Henry Creed founded a tailoring house in London, England, that would soon begin to offer fine fragrances to London's high society.

James Henry Creed's vision was to create fragrances that embodied elegance, sophistication, and individuality, setting his brand apart from its contemporaries. This commitment to quality and craftsmanship has been meticulously preserved and passed down through the generations, with each successor honouring the Creed legacy while adding their unique touch to the brand's portfolio of scents.

The Creed family has supplied fragrances to royalty and nobles, including King George III, Queen Victoria, and Empress Eugénie. Over time, the brand has evolved from a modest perfume house in London to a global phenomenon, with boutiques and stands in high-end retailers worldwide.

In 1985, Creed experienced a breakthrough success with the fresh fougère fragrance Green Irish Tweed, which was originally created for Cary Grant. However, it was the release of Aventus in 2010 that propelled Creed to new heights, becoming their best-selling fragrance and enabling them to expand their reach.

Despite the brand's success and prestige, there have been disputes and inconsistencies regarding its history, particularly regarding its origins in fragrance-making. While Creed claims to have a long history in the industry, some sources suggest that evidence of the company's existence before the 1970s is scarce.

In recent years, Creed has been acquired by larger companies, first by BlackRock in 2020 and then by Kering in 2023. While this has brought changes in ownership, the Creed family's creative directors, Olivier Creed and his son Erwin Creed, have continued to play a pivotal role in the brand's fragrance development, upholding the legacy of craftsmanship and tradition established by their ancestor, James Henry Creed, over 250 years ago.

Acquisition by Kering

Kering, the French luxury group, acquired Creed for its new beauty division, Kering Beauté, in June 2023. Creed, the high-end French fragrance label, was bought for an estimated €3.5 billion, with Reuters reporting a figure of between 1 and 2 billion euros. Creed is known for its Aventus scent, which has fuelled the brand's popularity and attracted a dedicated following.

The acquisition is significant for Kering as it marks their first major step into the beauty industry, with the company previously expressing intentions to create an in-house cosmetics business. Creed's expertise in fragrance will be invaluable to Kering, providing them with the technical know-how to produce cosmetics in-house. This is a notable shift for Kering, as they have historically licensed production of cosmetics and fragrances to Coty and L'Oréal.

Raffaella Cornaggia, CEO of Kering's beauty division and former Estée Lauder executive, emphasised the strategic benefits of the acquisition, stating, "The acquisition clearly marks a major step for Kering Beauté, allowing it to reach critical mass in this category." Creed's distribution network and global presence, particularly in China, were also cited as attractive targets for Kering.

The deal includes the acquisition of 100% of the luxury niche fragrance brand, Creed, from BlackRock Long Term Private Capital Europe and the company's chairman, Javier Ferrán. Creed will be consolidated into Kering's accounts starting from November 1, 2023, and will be an important addition to Kering's portfolio of renowned houses, including Gucci, Saint Laurent, and Balenciaga.

With this acquisition, Kering gains a legacy brand with a rich history, dating back to 1760 when it was founded by James Henry Creed in London. Creed has since become synonymous with quality and exclusivity, counting royalty, celebrities, and heads of state among its clientele. This acquisition reflects Kering's commitment to empowering imagination and crafting tomorrow's luxury in a sustainable and responsible way.

Creed's celebrity clientele

Queen Victoria, for example, appointed Creed as the official supplier to her royal household, and fragrances such as the original Fleurs de Bulgarie were created for her. Creed also created a fragrance for the Bishop of Paris, called Angelique Encens, in 1933. Other royal fans of Creed include Empress Eugénie of France, Queen Christina of Spain, and Napoleon III.

More recently, Creed has been worn by celebrities such as Michelle Obama and Frank Sinatra, demonstrating the brand's continued appeal to those with exquisite taste. Creed's ability to evoke emotions and memories through scent has solidified its place as a symbol of luxury and excellence in the fragrance world.

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