As the seventh-generation perfumer of the eponymous fragrance house, 35-year-old Erwin Creed holds the keys to the future of his family’s more than 250-year-old company.
He’s equal parts artist, nose, brand ambassador and brain behind Creed, one of the most prestigious fragrance houses in the world, which counts personalities from Queen Raina of Jordan to David Beckham as devoted fans.
Intrigued by what it takes to lead one of the most prestigious names in fragrance, we sat down with Creed to get a little glimpse of his world.
NewBeauty: Are there any go-to sites you like to read or media that you consume in the beginning of your day?
Erwin Creed: I like to read the newspaper when I’m in Paris–Le Figaro or Le Parisien. I’m not crazy about watching the news on TV, as I’d rather read the paper in the morning. I also check out Le Figaro’s website for updates.
NB: Who are some of the most interesting people you’ve met through your job?
EC: I’ve met a lot of people–one of the first perfumers I met was Francis Camail who was a really interesting mentor. He encouraged me to always form my own opinions based on what feels right. That’s so important in terms of creation. I have such respect for people who work and fight for what they believe in. I also have a lot of respect for people (including my friends in the industry) who create beautiful things in a non-commercial way.
NB: How do you stay creative?
EC: To stay creative you need to be open-minded, so when I travel, I like to see a lot of different things and be exposed to different cultures. The biggest part of creation for me is to enjoy life, be happy and open-minded, and always see the opportunity. It’s very important to experience life, not be scared and always innovate.
NB: What has been your favorite ingredient discovery?
EC: Bergamot, because my father and I, we love bergamot–it’s such a beautiful ingredient. Natural ingredients are so important to creation because just one note can really influence the accord of a fragrance.
NB: What is your guilty pleasure?
EC: My guilty pleasure is sports—like skiing, racecar driving and training. I also love really delicious cuisine.
NB: What is your favorite scent on a woman?
EC: I actually don’t like very strong perfume on a woman. A scent should never overwhelm—it should be complementary to her personality.
