The House of Creed is the world's only privately held luxury fragrance dynasty, founded in 1760 and passed from father to son since then, serving more than 11 royal houses and the public for 247 years. Today the firm is led by sixth-generation perfumer Olivier Creed, who also serves as worldwide chairman of the company. His son, Erwin Creed, the seventh generation, is next in the line of succession. Erwin Creed has already helped in the development of Creed's Love in White fragrance for women and the new unisex Virgin Island Water. Established in 1760 in London by James Henry Creed, it became a favourite with the aristocracy and royalty, receiving its first royal warrant in 1781 from King George III. Creed was adopted by many of the fashionable courts of Europe: from Napoleon III and Empress Eugénie, to Franz Joseph and Elizabeth of Austria-Hungary, and Queen Christina of Spain. In 1854, the House of Creed moved to Paris under the patronage of Empress Eugénie. In the twentieth century, Creed continued to be extremely popular with celebrities and aristocrats, especially in the golden age of Hollywood, when many stars commissioned their own personal fragrances. Creed fragrances for men and women are hand made, using the costly and time-intensive traditional infusion technique. Most of the modern perfume industry has abandoned infusion in favour of mechanized commercial techniques.
Commissioned fragrances
- Royal English Leather, commissioned by King George III in 1781 and also worn by his son, King George IV
- Fleurs de Bulgarie, commissioned by Queen Victoria in 1845
- Jasmin Imperatrice Eugénie, for the Empress Eugénie
- Angélique Encens, for Marlene Dietrich
- Jasmal, for Natalie Wood
- Fleurissimo, commissioned for Grace Kelly's marriage to Prince Rainier of Monaco on their wedding day, subsequently worn by Jacqueline Kennedy Onassis and Madonna
- Millésime Impérial, for King Faisal of Saudi Arabia
- Sélection Verte, for Cary Grant
- Fleurs de Thé Rose Bulgare, for Ava Gardner
- Cuir de Russie, for Errol Flynn
Other popular Creed fragrances
- Vetiver, worn by John F. Kennedy
- Tabarome, worn by Winston Churchill
- Green Irish Tweed, created by Olivier Creed in 1985. Worn by a diverse selection of celebrities, including Prince Charles, Gordon Welsh, Clint Eastwood and George Clooney
- Silver Mountain Water, created in 1995, worn by David Bowie
- Love in White, created in 2005, worn by Angelina Jolie, Janelle Pierzina and Laura Bush
- Millesime Imperial worn by Sean Combs
- Original Vetiver is a modern day version of JFK's Vetiver
- Spring Flower worn by Audrey Hepburn
- Bois du Portugal, created in 1806, for Napoléon Bonaparte (Napoleon I of France)
