Maison 80 of 100 · Beauty & Fragrance
Creed
The reading
Milliner-to-perfumer house, now under L’Oréal, which completed its acquisition of Kering Beauté on 31 March 2026. Aventus is one of the most cloned and still-bought masculine fragrances of the century. The house dates itself to 1760, by its own account and not independently documented; the commercial engine dates to the 2010s.
The house
- Origin
- France
- Founded
- 1760 1760, by the house’s own account; not independently documented
- Atelier
- Beauty & Fragrance
- Ownership
- L’Oréal (Kering Beauté acquisition completed 31 March 2026) as of 2026-09-23
- Signature
- Aventus / Green Irish Tweed
- Register note
- Green Irish Tweed mythology This line is the register’s own characterisation, not a sourced figure; see Méthode.
How the register places it
This register files two houses to L’Oréal; the others are Lancôme. By founding year it is the 5th-oldest of the hundred. France puts twenty-six maisons into this register, the largest national group, and this is one of them. Within the register it is the 7th of the ten houses filed under Beauty & Fragrance. It is the oldest house this register files under Beauty & Fragrance. Put the other way: ninety of the hundred are filed outside Beauty & Fragrance.