The luxury group reportedly paid up to $2 billion for the niche fragrance house, a sign of the luxury conglomerate’s ambitions for its new beauty arm.
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House of Creed’s fragrances attract a level of fanaticism usually reserved for sneakers and “It” bags. As the brand prepares to introduce a follow-up to its bestselling eau de parfum, Aventus, BoF takes a look at how a cult following is built.
Kering’s reported multi-billion dollar acquisition of Creed is just the latest blockbuster beauty deal – and the industry shows no signs of slowing down.