FLOWER POWER

IF THIS ISSUE of The Scented Letter is all about reinvention, there are few fragrance houses that have managed to do that better than Yardley London. A heritage name, yes – one that dates all the way back to 1770. (A history that most perfume houses would just love to lay claim to.) But the enduring love for Yardley among scent-lovers is down to the fact that their fragrances somehow chime with the times. Well, we all know, of course, what’s on everyone’s mind, right now; as you can read more about on p.34, we’re looking for ways to make our perfume pound stretch further. But is there anyone that does that better than Yardley?

Let’s rewind a bit, though, because Yardley London’s back-story is too fascinating to skip. We invite you to time-travel back more than 250 years, to the date when the Cleaver family founded what is now known as one of the UK’s most successful soap and perfumery houses. Then, as now, Yardley’s inspiration was Britain’s florabundance: the flowers and plants that flourish here – notably lavender, still famously an aromatic cornerstone of their fragrance line-up today.

In the 1850s, under the ownership of Charles Yardley and under the brand name Yardley & Statham, Yardley went on to thrill crowds at the Great Exhibition – a showcase for artistic expression –who flocked to discover their fragrant wares. In the 1880s, Yardley opened a lavish boutique in so-fashionable Bloomsbury – and in 1910, moved to an even more luxe location at 8 Bond Street, which soon became a shopping mecca for the wealthy and the fashionable. In 1931, the brand moved just up the street to stunning Art Deco Yardley House, at 33 Old Bond Street.

And throughout, Yardley London have had a finger on the pulse-point. The world’s first supermodel, Twiggy, was recruited as the brand’s ‘face’, in the 1960s. Three decades later, it was the turn of Linda Evangelista –probably the most famous model in the world, in the 90s – to front a blockbuster Yardley TV beauty campaign.

While we all still want to smell sublime, though, our concerns as fragrance-wearers are shifting, today. Affordability is a buzzword. (Big ‘tick’ for Yardley London, there.) So too, as we’ve explored in past issues of The Scented Letter, is sustainability; more and more of us are seeking traceably vegan-friendly, cruelty-free products, featuring environmentally-friendlier ingredients. Today, with more than 250 years of fragrance brilliance behind them, that’s another ‘tick’. Yardley London is on a mission to do their part, with scents that tread more lightly on the planet while smelling beautiful; Yardley’s eau de toilettes now feature up 94% natural ingredients, in a vegetable-derived alcohol base.

This is a brand that also likes to give back. For the past two years, Yardley London has proudly supported the cancer charity Look Good Feel Better, with donations from sales of gift collections and hand washes.

It’s well-known to all of us that Yardley London’s fragrances offer amazing value, of course. You could, in fact, build an entire scent wardrobe from Yardley London’s

1770

The Cleaver family founds the fragrance house we now know today as Yardley London, becoming a global name in soap and perfumery

1850s Yardley’s fragrant creations are showcased alongside other artistic wares at London’s Great Exhibition, in Hyde Park

1910

Yardley opens its first store on Bond Street, becoming a shopping destination for the aristocracy and fashionistas of that time

1920s Yardley’s first Royal Warrant – Perfumers & Fine Soap Makers to the Prince of Wales – is the first of six (including HM Queen Elizabeth II)

1930s

Yardley develops its own cultivar of Lavandula

Angustifolia, still harvested today from the same fields in Southern England

2023

Taking nature as inspiration, Yardley continues its sustainability journey: vegan-friendly, cruelty-free and up to 94% natural collections alone. In ‘Traditional Florals’, you might swoon for the light floralcy of English Rose, enduringly classic, fresh (and completely genderneutral) English Lavender, or April Violets, a powdery ‘cult’ scent beloved by serious perfumistas.

The new Contemporary Florals have proved incredibly popular since launch, meanwhile, with two exciting additions to the line-up this spring (pictured left): Gardenia & Cassis, its white floralcy given a tart touch of blackcurrant, and Lilac & Pear, harnessing the delicious juiciness of that fruit, drizzling it over powdery lilac.

Even more affordably, we welcome the innovation of pocket-money-priced creations for tweens, the Scentz 4 Me body mists, a collection which is poised to attract a whole new generation of fragrant fans.

Bottom line? Yardley’s reputation for trust, quality, heritage (and downright gorgeous scents) looks set to endure for many years – centuries even – to come. And our noses couldn’t be more delighted.