Acquisition closed
L'Oréal acquires Creed (2026)
L'Oréal completed the acquisition of Creed on 31 March 2026 for €4 billion, buying from Kering.[1][2]
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.
Deal facts
- Announced
- Closed
- Value
- €4 billion
- Buyer
- L'Oréal
- Seller
- Kering
- Assets
- Creed
- Regulatory review
- None recorded
Ownership changes recorded from this deal
Who owns Creed today?
Sources (2) & 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.
- [1] L'Oréal completes the acquisition of Kering Beauté within the framework of its strategic alliance with Kering — L'Oréal S.A., Official press release, published 31 March 2026; retrieved 16 September 2026.
- [2] Kering and L'Oréal forge an alliance in beauty and wellness — L'Oréal S.A., Official press release, published 19 October 2025; retrieved 16 September 2026.
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