Established in 1760 by James Henry Creed, the House of Creed is the largest global independent player in the high-end fragrance market.

Kering manages the development of a series of renowned Houses in Fashion, Leather Goods and Jewelry.

Creed Beauty was the largest global independent player in the fragrance market and will likely form the foundation of the Kering Beauty category.  Kering owns several major fashion brands like Gucci, Balenciaga and others.  Kering created its beauty division in February of 2023 to help its other major brands develop beauty products.  I suspect that strategy is going well and this allows Kering to use Creed in the future to manufacture fragrances for all of the Kering Group brands.

Kering: Kering Beauté aquires Creed, the high-end luxury heritage fragrance house