CREED
Creed is an Anglo-French niche perfume house based in Paris. The house traces its origins to a tailoring establishment opened in London in 1760 by James Henry Creed, and its own chronicle tells of habit-making for Queen Victoria and Empress Eugénie; the perfume trademark was first registered in France in 1979. Led for decades by Olivier Creed and his son Erwin, the house has boutiques in Paris, London, New York, Dubai and Kuwait City among others.
Heritage
Creed’s modern success began with Green Irish Tweed in 1985, a fresh fougère that remains a reference for the genre. Aventus, launched in 2010, became the bestseller that carried the brand worldwide and enabled the house to open its New York boutique. In 2023 Creed was acquired by Kering, and in 2025 it passed to L’Oréal together with the rest of Kering’s beauty division.
Collections
The Millésime line, presented in the house’s faceted flacons, includes Silver Mountain Water, Millésime Impérial, Original Santal and Erolfa alongside Aventus and Green Irish Tweed. The latest creation, Iris Debonair, unveiled in September 2026, pairs English lavender from Kent with French iris pallida from Les Landes over the house’s signature bergamot.