Based in Paris, Creed today is led by the legendary Olivier Creed, sixth generation master perfumer and company chief. Working alongside is his son, Erwin, 31, rising seventh generation and future head of the House.
A house of tradition, Creed adheres to unrelenting high standards in fragrance creation and client service. Creed uses methods of hand production, including maceration and filtration, instituted at the company's founding. Creed is the industry's strongest proponent of natural ingredients in fragrance.
For these reasons, Creed has a loyal clientele that includes royalty, Hollywood stars, political leaders, legends in business, sports, music and the fine arts as well as discerning members of the public who value beauty and quality in scent.