Olivier Creed, the sixth-generation descendant of House of Creed founder James Henry Creed, has died.
He took the reins of the luxury perfume business in 1949 and had worked in the family business from the age of 18 alongside his father, James Creed.
The Master Perfumer and former Creative Director is survived by his son Erwin Creed, who was also his Co-Creative Director.
House of Creed is now owned by L’Oréal, following the French beauty giant's acquisition of the brand from Kering in April.
Olivier Creed was hailed as a “visionary creator” who devoted his life to “perpetuating and reinventing the art of Haute Perfumery”, according to an Instagram post by House of Creed published on 21 May.
“Guided by an unwavering pursuit of excellence, he travelled the world in search of the finest raw materials, forging enduring relationships with trusted producers and shaping the House’s distinctive Art of Millésime,” the House of Creed Instagram read.
A selection of House of Creed’s signature fragrances was created by Olivier Creed, including Aventus, Green Irish Tweed, Silver Mountain Water, Virgin Island Water, and Royal Oud.
The House of Creed Instagram post continued: “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.”
The House of Creed was founded by James Henry Creed in London, UK, in 1760, beginning life as a bespoke tailoring and leather goods business before transitioning to a luxury fragrance house around 1781.
Olivier Creed’s passing has seen an outpouring of condolences from the beauty industry.
House of Creed CEO Nathalie Berger-Duquene wrote in a LinkedIn post: “Today, with great sadness, we mourn the passing of Olivier Creed.
“A visionary and guardian of a remarkable heritage, Olivier devoted his life to perpetuating and reinventing the art of Haute Perfumery.
“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.
“My thoughts are with Erwin Creed, the Creed family, and all the teams of The House of Creed around the world.”
Cyril Chapuy, President of L’Oréal Luxe, also wrote in a LinkedIn post: “Today, 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.
“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.”
L’Oréal finalised its €4bn deal to acquire Kering’s beauty division, Kering Beauté, in April 2026.
This has seen the French beauty giant acquire House of Creed, as well as the signing of exclusive 50-year beauty and fragrance licences for the Kering brands.
That includes the creation, development and distribution of fragrance and beauty products under the Bottega Veneta and Balenciaga brands.
The deal also gives L’Oréal the rights to enter into a 50-year exclusive license agreement with Gucci.
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