Creed is a luxury perfume house that dates its founding to 1760 on Conduit Street in London, under James Henry Creed. Kering sold it to L'Oréal as part of Kering Beauté, a €4 billion cash deal completed on 31 March 2026 that also gave L'Oréal fifty-year fragrance and beauty licences for Bottega Veneta and Balenciaga. Those fashion names remain Kering's; Creed is the part that changed owner.
L'Oréal is a publicly listed company headquartered in Clichy, France, founded in 1909. Brandtree records 21 brands under its control, and it is listed as EPA: OR.
L'Oréal was founded in 1909 by chemist Eugène Schueller, who had developed a hair dye. It is the largest cosmetics company in the world and is organised into consumer products, luxe, dermatological beauty and professional products. The Bettencourt Meyers family and Nestlé are its two largest shareholders.
Brandtree records a controlling owner for 571 brands that began in the United Kingdom.
297 of them (52%) are now controlled by a company headquartered in another country, Creed among them.
L'Oréal bought Kering Beauté, completing on 31 March 2026 a deal valued at €4 billion and payable in cash at closing. It took ownership of the House of Creed perfume business outright and signed fifty-year exclusive licences to create and sell fragrance and beauty products under the Bottega Veneta and Balenciaga names from closing; the right to a fifty-year Gucci licence begins when Coty's existing Gucci licence expires. The fashion houses themselves remain Kering's, so only Creed changed owner.
The parent company of Creed is L'Oréal, a publicly listed company headquartered in France.
Is Creed owned by Kering?
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No. Creed is owned by L'Oréal, not Kering.
Is Creed British or French?
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Creed originated in the United Kingdom in 1760, but it is owned today by L'Oréal, which is headquartered in France. So Creed is a British-origin brand under French ownership.
When did L'Oréal buy Creed?
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L'Oréal completed its acquisition of Creed on 31 March 2026, after announcing the deal on 19 October 2025. The deal was valued at €4 billion.
Is Creed still owned by L'Oréal?
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Yes. As of 16 September 2026, Creed is still owned by L'Oréal. The ownership record was last checked against primary sources on that date.
Sources (3) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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