Yardley London

What Yardley London does

Yardley London, operated by Yardley of London Limited (company number 06212034, registered in England and Wales), is a UK-based privately held fragrance and bath & body products company with over 250 years of brand heritage. The company's product portfolio centers on Eau de Toilettes and Eau de Parfums across multiple collections (Modern Classic Florals, Contemporary Florals, Flowerful, Floralscapes, Signature Collection, 'Be A...' range), supported by body mists, body sprays, hand creams, body washes, body lotions, bar soaps, body powders, cologne sticks, and a For Men grooming line. All formulations are vegan-friendly, cruelty-free, and made with 90-97% naturally-derived ingredients, with packaging using FSC-certified cartons. Pricing spans entry-level £2.50 body sprays through premium £35 Signature Collection EDPs, positioning Yardley at the affordable-luxury tier of the UK mass market.

Revenue is generated through one-time unit sales across three primary channels: a owned direct-to-consumer e-commerce site (yardleylondon.co.uk, built on Visualsoft/Shopify), major UK health-and-beauty retailers Boots and Superdrug, and the Amazon UK marketplace. The primary customer segment is women seeking floral fragrances and personal care at accessible price points, with secondary segments in men (via the For Men line) and gift buyers (via curated gift collections). The company pursues cause-marketing through an ongoing partnership with the cancer support charity Look Good Feel Better, donating a portion of net sales from specific SKUs.

The business is operationally self-contained with 101-250 employees, a registered office in Reading, and no disclosed parent company, institutional investors, or public listing. There is no evidence of venture capital backing, recent M&A activity, or leadership turnover. Marketing is executed through organic social (Facebook, X, Instagram, TikTok), email newsletter, content marketing via the brand blog, marketplace retail partnerships, and selective earned media (Forbes). Recent product activity in 2024 — a Formula 1 co-branded '75' Eau de Parfum and the Vibrant Peony EDP — indicates the brand is actively extending into new customer segments and reinforcing its sustainability positioning.

Name

Yardley London

Legal name

Yardley of London Limited

Website

https://yardleylondon.co.uk

Company type

Private

Founded year

1770

Operating status

Operating

Headcount range

101–250 employees

Short description

Yardley London is a privately held UK fragrance and bath & body products company with over 250 years of heritage, selling vegan and cruelty-free eau de toilettes, eau de parfums, and personal care items directly via its own website and through Boots, Superdrug, and Amazon UK.

Ownership category

akta.pro rank

Product category

Personal Care & Fragrances

NAICS

Toilet Preparation Manufacturing (325620), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industry

Body Sprays & Mists (CRABADAC)

Keywords

• Fragrance products
• Bath and body
• Personal care
• Eau de toilette
• Hand cream

Headquarters

HQ city

Eton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: One-time purchase revenue from fragrances, body mists, body sprays, body washes, body lotions, hand creams, and related personal care products sold through owned e-commerce channels and retail partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Yardley London manufactures and sells luxury affordable perfumes and bath & body products. The core offerings span Eau de Toilettes, Eau de Parfums, body mists, body sprays, hand creams, body washes, body lotions, bar soaps, body powders, men's fragrances, and curated gift sets. The brand produces vegan-friendly, cruelty-free products using 90-97% naturally-derived ingredients, packaged in FSC-certified materials.

Product overview

Yardley London is a UK-based luxury affordable fragrance and bath & body products company with over 250 years of fragrance expertise. The product portfolio centers on two core fragrance lines (Eau de Toilettes and Eau de Parfums) supplemented by body care products (Body Mists, Body Sprays, Hand Creams, Body Washes, Body Lotions, Bar Soaps) and a men's collection (For Men Fragrances, Hair Cream). Premium offerings include the Signature Collection and Floralscapes sub-brands. All products are vegan-friendly, cruelty-free, and feature naturally-derived ingredients (90-97%). The company partners with Look Good Feel Better charity on select products and uses FSC-certified sustainable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Eau de Toilettes Yardley London's flagship fragrance line available in multiple collections (Modern Classic Florals, Contemporary Florals, Flowerful) featuring various floral and fruity scents in 50ml and 125ml sizes. Products are vegan, cruelty-free, and use up to 94% naturally-derived ingredients. Targeted at women seeking everyday floral fragrances.
• Eau de Parfums Premium fragrance collection including Signature Collection, Floralscapes line, and 'Be A...' range. Higher concentration than Eau de Toilettes, available in 30ml and 100ml sizes. Products are 90% naturally-derived ingredients, vegan, and cruelty-free.
• Body Mists Long-lasting, quick-drying, non-staining moisturising perfume body mists infused with signature fragrances. Available in 200ml sizes, containing sweet almond oil, glycerin, and vitamin E. Made with up to 97% naturally-derived ingredients in 50% recycled plastic bottles.
• Body Sprays Deodorising body sprays available in 75ml travel-friendly sizes. Contain natural extracts and provide light, refreshing, long-lasting all-over body fragrance. Made with 95% naturally-derived ingredients, vegan, and cruelty-free.
• Cologne Stick Convenient solid cologne format for pulse point application. Available in 20ml size with English Lavender fragrance. Made with 90% naturally-derived ingredients, suitable for vegans and cruelty-free.
• Hand Creams Nourishing hand creams available in 50ml, 75ml, and gift sets. Infused with signature fragrances (English Lavender, English Rose, Lily of the Valley). Absorbs quickly, leaving hands soft and smooth while conditioning and strengthening nails. 95% natural, vegan, and cruelty-free.
• Body Washes Body wash products in 250ml sizes infused with signature fragrances (English Lavender, English Rose, Lily of the Valley).
• Body Lotions Moisturising body lotions in 250ml sizes with signature fragrances (English Lavender, English Rose).
• Bar Soaps Traditional bar soaps infused with Yardley London's signature fragrances.
• Body Powders Body powders for fragrance and freshness.
• For Men Fragrances Men's fragrance collection including Gentleman Grandiose Eau de Parfum (100ml) featuring bergamot, grapefruit, apple, pineapple, caramel, chocolate, cedarwood, musk, amber, vanilla, patchouli and sandalwood. Also includes men's Eau de Parfums and Hair Cream.
• Gift Sets and Collections Pre-packaged fragrance gift sets including Modern Classics Mini Fragrance Collection, Contemporary Florals Mini Fragrance Collection, Modern Classics Body Fragrance Collection, Contemporary Florals Body Fragrance Collection, Eau De Parfum Trio Collection, and English Lavender & English Rose Hand Cream Collection. Plastic-free FSC-certified gift boxes, vegan, cruelty-free with up to 95% natural ingredients.
• '75' Eau de Parfum 100ml Limited edition fragrance collaboration between Yardley London and Formula 1, capturing motorsport heritage through British craftsmanship. Crafted by perfumer Kamila Lelakova with notes of citrus, petrichor, cardamom, leather, lavender, moss, amber, sandalwood and Kashmir fusion. Targeted at F1 fans and fragrance connoisseurs.
• Vibrant Peony Eau de Parfum 100ml Fragrance launched in collaboration with national cancer support charity Look Good Feel Better. Fresh, revitalising fragrance with top notes of pear, apple and peach, heart of peony, rose and jasmine, and base of musk and cedarwood. A donation of £1 is made to the charity for every unit sold.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Look Good Feel BettercoreStrategic or Co-development PartnerYardley London has partnered with Look Good Feel Better (registered charity number 1031728), a national cancer support charity that helps people face cancer with confidence. The partnership involves donating a portion of net sales from select products to support the charity's work. Currently, 1.5% of net sales from the Lilac & Pear Eau de Toilette is donated, and £1 per unit sold of Vibrant Peony Eau de Parfum is contributed to the charity.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lush: UK-based cosmetics and bath & body brand with strong ethical positioning (vegetarian, cruelty-free, natural ingredients), sold via owned stores and DTC. Overlaps with Yardley on cruelty-free/vegan positioning, bath & body category, and UK retail store presence.
• Bronnley: British heritage soap and fragrance house founded 1884, selling bar soaps, bath products, and fragrances. Highly comparable on UK heritage positioning, English floral soaps, family-owned private company profile, and DTC plus gift-shop distribution.
• Penhaligon's: British heritage perfumery house founded 1870, selling premium fragrances with iconic floral heritage scents. Closely aligned on UK heritage perfumery positioning, premium gift set strategy, and DTC/flagship retail model.
• The Body Shop: UK-rooted global brand (now owned by L'Oréal/Braemar) selling cruelty-free, naturally-inspired bath, body, skincare, and fragrance. Directly comparable on ethical ingredients stance, fragrance range, and broad UK mass-retail distribution.
• Sanctuary Spa: UK bath, body and wellness brand owned by PZ Cussons selling body washes, body lotions, scrubs, and gift sets through Boots and other drugstore/mass retailers. Directly comparable on UK mass-retail bath & body positioning and price ladder.
• Rituals: Dutch-origin premium bath, body, and home fragrance brand with rapid global DTC and retail expansion. Comparable on body mists, bath/body range, gift-set strategy, and accessible-luxury positioning, though more digitally native.
• Baylis & Harding: British bath, body, and gift brand sold primarily through grocery, drugstore, and value retail channels in the UK and internationally. Comparable on UK mass-market bath & body, gift-set heavy product mix, and accessible-tier pricing ladder.
• Molton Brown: British heritage brand selling premium fragrances, bath, body, and home products through DTC and department stores. Highly comparable UK heritage positioning with overlapping product mix (fragrances, body care) and shared retail partners like department stores and travel retail.

Broad incumbents

• Jo Malone London: British heritage fragrance house (now under Estée Lauder) selling premium fragrances and bath & body products globally via DTC, department stores, and travel retail. Comparable on UK roots, English-floral heritage cues, and tiered fragrance/EDP portfolio, but operates at higher prestige and global scale.
• Elemis: British premium skincare and body care brand sold through DTC, spas, department stores, and travel retail (now under L'Occitane Group). Comparable on UK heritage, naturally-derived positioning, premium body care, and global premium distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/YardleyLondonUK
• Facebookfacebook.com/yardleylondonuk
• Instagraminstagram.com/yardleylondonuk
• TikToktiktok.com/@yardleylondon_uk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yardley London