Yardley London
A flourishing floral story with 250 years’ experience

Yardley London is currently celebrating its 250th anniversary, and with a heritage that goes from the reign of Charles I in the 1600s, through to that of King George III in the 1770s and into the swingin’ Sixties, it now bestrides the 21st century as the oldest fragrance house in the world.

Over a quarter of a millennium, Yardley London has positioned itself as a pioneer of the English lavender fragrance. In the 1930s, it commissioned scientists to scour the globe for the most sought-after varieties of lavender, which led to the discovery of the highest quality lavandula angustifolia in the fields of southern England. Today, the brand uses over 400 litres of distilled lavender annually to make its signature fragrance and a Yardley English Lavender product is sold every minute around the world.

Yardley London has certainly stood the test of time, winning numerous significant beauty awards and receiving six Royal Warrants

Over a quarter of a millennium, Yardley London has positioned itself as a pioneer of the English lavender fragrance. In the 1930s, it commissioned scientists to scour the globe for the most sought-after varieties of lavender, which led to the discovery of the highest quality lavandula angustifolia in the fields of southern England. Today, the brand uses over 400 litres of distilled lavender annually to make its signature fragrance and a Yardley English Lavender product is sold every minute around the world.

The brand officially established itself as the House of Yardley in London in 1770. Throughout the 19th and 20th centuries the business continued to grow and during the 1940s they were producing make-up in its Basildon factory and advising women to put their best face forward every day while helping with the war effort. In 1956 it even launched refillable lipsticks – an innovative and forward-thinking concept for the time.

In the 1960s, British model Twiggy became the brand ambassador and fronted the campaign for a pioneering range of false eyelashes. Yardley London has certainly stood the test of time, winning numerous significant beauty awards for its high- quality fragrances and bath and body products and receiving six Royal Warrants since they were first granted. It is a keen supporter of charity, recently collaborating with the Look Good Feel Better cancer charity for the launch of the Limited Edition 250 For Her and 250 For Him Eau De Parfum fragrances. It is also proud to be continuing to support manufacturing in Britain and generating millions of pounds in commerce for the British economy.

The past decade has seen a significant change in the brand’s fragrance and product creation, with the successful launches of its new Contemporary Floral Fragrance Collection, The Flowerful Collection, and Flowerazzi, a new Indulgent bathing range. All Yardley London’s fragranced products are suitable for vegans, cruelty free and contain up to 98 per cent naturally derived ingredients, some of which are from sustainable sources. The brand’s cartons are already made of FSC board and recycled plastic will be phased in from 2021.

Today, Yardley London continues to build its appeal to the increasing 50-plus female consumer as well as broadening its desirability to a younger market and to men, through its new product launches. Customers will see its Traditional Florals and new, more contemporary fragrances and bath and body ranges available in key high street retailers, grocers, pharmacies and online and being used by a new generation of fans and influencers as Yardley London continues to be relevant today as it has been for generations.