The House of Creed: A Fragrant Legacy of Luxury and Royalty

In the world of luxury fragrances, one name stands out above the rest – The House of Creed. Founded by James Creed in the early 18th century, this iconic brand has a history as rich and captivating as the scents it creates. From its humble beginnings to its current status as a paragon of olfactory excellence, The House of Creed has a legacy that spans generations and continents. James Creed, a man of remarkable ambition, left his hometown of Leicester in 1710, practically penniless, in search of a brighter future. Little did he know that this journey would lay the foundation for an enduring legacy in the world of perfumery. A deep dive into the archives revealed an intriguing connection between James Creed and his frequent visits to both Wokingham and Marylebone, through which his marriage certificates were discovered. These documents led to the revelation of James’ son, Henry Creed, who proved his will and played a pivotal role in the brand’s evolution.

It was Henry Creed who took the family tailoring business to Paris, infusing it with both British and French influences. This fusion of cultures and craftsmanship is at the heart of The House of Creed’s ethos, blending the refinement of British tailoring with the artistry of French perfumery. Further research in the archives of the Metropolitan Museum of Art uncovered a historical gem – the mention of Henry Creed as the first London tailor to establish a presence in Paris, specifically at 25 Rue de La Paix. To honour this significant milestone, The House of Creed named one of its exquisite leather trunks after their inaugural Parisian atelier. Royalty has always been intertwined with the brand’s history, and the year 1860 marked a special connection when Henry Creed of Creed and Cumberland received a royal appointment from Queen Victoria and Principal Courts in Europe. This was a testament to the exceptional quality and craftsmanship of Creed’s garments.

Olivier’s dedication to the craft is evident in his words from Creed’s First Edition Book, where he acknowledges the support of his grandmother and his father’s advice to pursue his passion for fragrances. Today, alongside his son Erwin, Olivier continues to create artisanal fragrances in the brand’s factory in Fontainebleau.What sets The House of Creed apart is its unwavering commitment to preserving the originality of each scent’s ingredients. For over four centuries, the brand has relied on a 4,000-year-old infusion technique that avoids the use of preservatives, ensuring the highest concentration of natural essential oils in every bottle.

In August 2017, The House of Creed introduced Viking, a fiery men’s fragrance capturing the spirit of boundless exploration for the modern man who defies convention. Viking marked a significant addition to the brand’s portfolio, following the cult best-seller, Aventus, introduced in 2010. Emmanuel Saujet, Co-founder and Chief Executive Officer of International Cosmetics & Perfumes has played a crucial role in nurturing and expanding The House of Creed’s brand. Under his leadership, ICP, a leading luxury boutique firm, has revolutionized the niche fragrance category, rivalling giants in the beauty industry. Emmanuel’s commitment to the growth and success of his company goes beyond numbers; he focuses on fostering the success of individuals within the organization.

Creed’s fragrances, like their history, operate at the highest echelons of the perfume market, reflecting the brand’s dedication to quality and luxury. With their signature scent, Aventus, retailing for €295 per 100 millilitres, The House of Creed continues to set the standard for excellence in the world of luxury fragrances.