The booming fragrance market enjoys annual sales exceeding $27.5 billion, with hundreds to thousands of new scents launching every year; it’s easy to take scent for granted. But back in the 1800s you couldn’t cruise into your local department store and pick up an eau de toilette. Fragrances were a true luxury that had to be commissioned. The House of Creed, founded in 1760 has been concocting fancy scents for seven generations and remains the only fragrance house to rely on a 4,000-year-old infusion technique that includes the highest concentration of natural essential oils. From Queen Victoria and King George to Lana del Rey and David Beckham, here’s how a brand evolves like Creed.