Erwin Creed is a fragrance entrepreneur and co-creative director of Anglo-French niche perfume house Creed.

As the seventh generation of the Creed family and son of master perfumer Olivier Creed, Erwin has taken on the responsibility of ensuring the success of one of the oldest family businesses in the world.

Creed has been in the fragrance industry since 1760, and the company's first customer was none other than King George III.

The fragrance that the king bought, Royal English Leather, is still sold by the company today.

Under the leadership of Erwin and his father Olivier Creed, the company has continued to grow, and their marketing masterpiece, Aventus (2010), has enjoyed tremendous commercial success.

Erwin Creed's passion for his work is evident as he explores the world for new fragrance ingredients.

However, he also enjoys free time and participating in adrenaline-pumping activities such as heli skiing, skydiving and car racing.

Despite his busy schedule, the youthful thirty-something remains calm and collected under pressure, ready to take the family business to greater heights.