Yardley of London (usually referred to simply as Yardley or Yardleys) is a British personal care brand and one of the oldest firms in the world to specialise in cosmetics, fragrances and related toiletry products. Established in 1770, the company became a major producer of soap and perfumery by the beginning of the 20th century. By 1910, the company had moved to London's upmarket Bond Street, and Yardley received its first Royal Warrant in 1921. Today, the company holds two Royal Warrants. Since 2009, Yardley has been owned by Wipro, an Indian multinational conglomerate.