'A visionary creator': Master perfumer Olivier Creed dies
Olivier Creed, the master perfumer who led The House of Creed as its sixth-generation steward, has died.
Creed devoted his life to preserving and redefining the art of haute perfumery.
Under his creative direction, the House created some of its most iconic fragrances, each reflecting his distinctive vision, creativity and uncompromising pursuit of excellence.
In a statement shared on Instagram, The House of Creed said: "We are deeply saddened by the passing of Olivier Creed, sixth-generation descendant of James Henry Creed and guardian of The House of Creed’s extraordinary heritage.
"His legacy lives on in every Creed fragrance - timeless expressions of elegance that will continue to inspire generations to come.
"Our thoughts are with his family, loved ones, and all those whose lives he touched."
View this post on Instagram
The House of Creed CEO Nathalie Berger-Duquene also paid tribute in a LinkedIn post, stating: "With great sadness, we mourn the passing of Olivier Creed.
"His legacy lives on in every Creed fragrance, in the enduring spirit of excellence he instilled in the House, and in the talented teams who carry this remarkable Maison forward every day."
Born in 1943, Creed was a direct descendant of James Henry Creed, who established the business in 1760 during the reign of King George III.
Originally founded as a tailoring house in London’s Mayfair, the company later evolved into one of the world’s best-known luxury fragrance brands.
In 2020, after more than 250 years of family ownership, Creed was sold to BlackRock Long Term Private Capital and Spanish businessman Javier Ferrán, although Olivier Creed and his son remained involved in the business.
Ownership changed again in 2023 when Kering Beauté acquired Creed.
Last year, Kering and L'Oréal announced a long-term beauty and wellness partnership, including L’Oréal’s acquisition of Kering Beauté and House of Creed, which was finalised earlier this year.
Cyril Chapuy, President of L’Oréal Luxe, paid tribute to Creed in a statement, saying “the world of haute parfumerie has lost one of its great figures”.
“I had the privilege of meeting Olivier Creed a few years ago, well before Creed joined the L’Oréal Luxe family. What struck me immediately was his quiet passion, his humility, and his deep commitment to craftsmanship and excellence," he said.
"Through his vision and dedication, Olivier helped preserve and elevate an extraordinary maison whose heritage has shaped the history of luxury fragrance for generations.
"His legacy will continue to live on through The House of Creed, its creations, and the talented teams who carry this remarkable spirit forward every day."
