Creed Distributor Faces Boycott Calls After TikTok Dupe Creators Suspended

Two of the platform's better-known fragrance reviewers lost access to their accounts after Nobilis Group, which handles distribution for Creed, Amouage and Maison Francis Kurkdjian, reported their videos to TikTok for alleged intellectual property violations.

Noel Deyzel, who posts as Noel Smells and counts roughly 1.8 million TikTok followers, and Patrón Profumo, with about 102,000 followers, were among the creators hit with suspensions. Deyzel's flagged video set Creed Aventus, priced at $510 for a 100-ml bottle, against ALT. Fragrances Executive No.

The distributor's position is that the videos amount to unlawful comparative advertising. The creators reject that characterisation, saying their content is legitimate product review.

In response, Deyzel has said he will no longer use or promote any fragrance tied to Nobilis and has cleared those products from his collection. Patrón Profumo has likewise pledged to drop the distributor's brands from his content.

The dispute carries commercial risk for Nobilis, with the public spat potentially turning into a sales problem. TikTok's intellectual property rules allow accounts to be permanently banned once three trademark infringement strikes accumulate, though creators can appeal both individual strikes and outright bans.

Deyzel estimates that complaints lodged by Nobilis have produced hundreds of strikes against creators. Strikes lapse after 90 days on the platform.