Creed

James Henry Creed supposedly founded the House of Creed in London in 1760 as a tailoring establishment, however, the earliest evidence of Creed's existence hark from the late 1960s or early 1970s. It claims to have risen to fame in the mid-19th century under Henry Creed as tailors and habit makers for the fashionable dandy Count d'Orsay, Queen Victoria, and Empress Eugénie, who issued the firm of Creed & Cumberland a Royal Warrant for tailoring articles. Olivier Creed's first eponymously named fragrance was a traditional eau de cologne with matching aftershave. Its release date is unknown, although bottles are still in circulation. Creed also has other high-profile creations in its catalog such as Angelique Encens, which was said to have been originally created in 1933 for the Bishop of Paris. The history of the Creed brand prior to 1970 comes from Creed itself. No historical evidence (documents, letters, warrants, receipts, vintage bottles or packaging, business licenses, etc.) of the company’s existence before 1970 exists.

In 2009, Creed opened its first stand-alone US store on Madison Avenue in New York City.

In February 2020, the private equity group BlackRock announced that it would become the majority shareholder of Creed. Sarah Rotheram was named CEO in November 2020. In June 2023, Creed was acquired by Kering for €3.5 billion.

In October 2025, Kering sold its beauty division, which includes Creed, to L'Oréal for €4 billion. On 31 March 2026, L'Oréal completed its acquisition of Kering Beauté, which included Creed. The transaction made Creed part of L'Oréal's luxury division and followed the strategic partnership between L'Oréal and Kering announced in October 2025.