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 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.
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Frequently asked questions
Who is the parent company of Creed?
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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.