What Creed is known for
Family-owned perfume house founded in London in 1760 by James Henry Creed; relocated to Paris in 1854 at the request of Empress Eugenie. Still led by the Creed family, now in its seventh generation.
The House of Creed traces to 1760, when James Henry Creed established himself in London as a tailor whose scented gloves and waters seduced the court; Empress Eugénie's patronage drew the firm to Paris in 1854, and the family has compounded fragrances ever since — seven generations, each master handing the organ to the next, royal warrants collecting like sediment — George III commissioned Royal English Leather in 1781, and Jasmin Impératrice Eugénie still carries the empress's name. The original London rooms stood on Conduit Street.
Olivier Creed, sixth generation, wrote the modern legend: Green Irish Tweed in 1985 — the fresh fougère a thousand colognes imitate — and Aventus in 2010, the pineapple-and-birch juggernaut that became the most influential men's fragrance of its era, its batch variations debated online like wine vintages. Millésime concentration, hand-weighed ingredients, and origin stories starring kings and film stars complete the mythology.
Kering Beauté acquired the house in 2023 for a sum reported near €3.5 billion — its founding purchase — with Olivier's son Erwin representing the seventh generation. The boutiques, Paris's above all, sell perfumery's rarest asset: continuity you can smell.
How ORBIS reads this city
Best for — Aventus and Green Irish Tweed.
French perfumery using traditional infusion techniques.
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Where next
- Imaginary Authors — Naples
- Perris Monte Carlo — Naples
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