Posts Categorized: Beauty

Yardley of London in Wartime 1945

With Yardley of London reaching its groovy heyday in the late 1960s/early 70s, it’s easy to forget that it’s an old company. A very old company! Established in 1770, it was a major producer of soaps and perfumes. English Lavender soap, anyone? Since Yardley’s soaps and cosmetics were so popular with the Victorians and Edwardians,… Read more »

The 1934 Magical Reducing Perfolastic Girdle!

Wanting to look smooth and shapely under your clothing is nothing new, despite the current pervasiveness of Spanx and other modern shapewear. This Perfolastic Girdle ad is from the January 1934 issue of Picture Play magazine. 1930s fashions were more sleek and form-fitting than the relative bagginess of 1920s Flapper styles, so a proper foundation… Read more »

The Boho Folkloric Yardley of 1971

Yardley of London always seemed to be spot-on with trends in the late ’60s and into the early ’70s. Their late ’60s advertising tended to be either London Mod or Ethereal Romantic, and featured gorgeous ‘Yardley Girl’ models Jean Shrimpton, Olivia Hussey, and Patsy Sullivan. By the early ’70s, Yardley took on a more Folklorical… Read more »