By 1910, the company had moved to London's upmarket Bond Street, and Yardley received its first Royal Warrant in 1921.

[1][2][3][4] The company is named after William Yardley, who purchased the firm in 1823 from the sons of founder, Samuel Cleaver, who had gone into bankruptcy.

[10] In 1913, Yardley adopted Francis Wheatley's Flowersellers painting, from his Cries of London series, as their new corporate logo.

[14] Due to the growing popularity of Yardley soaps and cosmetics at the turn of the 20th century, the company opened a shop in 1910 on Bond Street in London.

[18] Yardley became a symbol of Swinging Sixties and was associated with the 1960s British youth culture of miniskirts, Carnaby Street and mod fashions.

Part of the sponsorship deal with the two Formula One teams is a black, gold and ochre stripes in a stylised "Y" painted on the car's bodywork.

[22] As part to update the company's old-fashioned image, in September 1996 Yardley signed up Canadian supermodel Linda Evangelista for a fee of $7.75 million.

[28] In 2009, Wipro Consumer Care and Lighting acquired Yardley from Lornamead for certain markets (Asia, Middle East, Australasia, as well as North and West Africa) for $45.5 million.