Neither a recession nor a pandemic can fold the House of Creed. International Cosmetics & Perfumes, Inc. (ICP), which has US distribution rights for the House of Creed, is adding three privately-held cosmetics companies—Domaine Privé, Akro and Mizensir.  All three brands have connections to ICP: its perfumer Olivier Cresp founded Akro with his daughter; master perfumer Alberto Morillas started Mizensir with his wife and daughter, and, perhaps most notably, ICP Chairman and Founder Claude Saujet founded Domaine Privé.

Three new brands at once may seem like a big undertaking, but ICP notes that each brand competes in different categories and at different price points. Akro, the French word for addiction, is launching six scents built around six vices; i.e., sex, cigarettes, cannabis, alcohol, chocolate and caffeine. Each 100ml bottle retails for $160. Mizensir, was a home fragrance brand, until it added a fine fragrance label in 2015. The brand has six candle scents (called Bois de Tibet, Fleur d’Oranger, Pivoine du Matin, Palissandre des Indes, Verveine Menthe and Sapin de Noël), each available for $85, and 10 personal scents (Ideal Oud, Perfect Oud, For Your Love, Mythique Vetyver, Cologne de Figuier, Eau de Gingembre, Très Chère, Rose Exaltante and Luxury), each available for $260 per 100 ml. Finally, Domaine Privé includes six scents, Cedrat, Chevrefeuille, Lavande, Rhubarbe, Vanille and Rose. Each 100ml bottle retails for $115.