How 'grandmother' beauty brands like Yardley and Avon are making a comeback
Even for the most seasoned beauty junkie, it’s hard to keep up with the rate of new brands launching every week. But this year there seems to have been a revival of old-school favourites that have stood the test of time. The labels you remember from your granny’s or mother’s dressing table are now enjoying success with a younger audience.
Take Yardley, for instance. Over the past few decades it has quietly retained a certain popularity as an affordable British brand with floral fragrance offerings. But recently, The Perfume Shop has reported that sales of Yardley have almost doubled in a year.
‘Classic scents have a strong sense of nostalgia and remind customers of their childhood or of loved ones,’ says the chain’s trading director Andrea Rickard. ‘We’ve seen a big spike in millennial customers who love those floral fragrances.’
But Yardley isn’t the only brand making a comeback. Sales of Avon have come a long way since its door-knocking days in the 1980s; in fact, it’s leading the way with innovation.
It has just launched the first beauty app to use a unique colour algorithm to accurately match make-up to any skin tone. Welcome news for the 70 per cent of British women found to have been buying the wrong base, according to the brand’s research.
And heritage labels don’t get much chicer than Buly. The apothecary brand began life in Paris in 1803 and was revived in 2014. Since then, it has opened stores around the world, including an impressive space in Selfridges, London. With vintage pharmacy counters stocked with original vials of fragrance, it’s nostalgic charm at its finest.
Old brands, new favourites
Vide Poche, £29, Buly 1803
This light, non-greasy eye serum is great for daily wear. We love the roll-on applicator.
The Body Oil, £40, Olverum
Its original bestselling bath oil launched in 1931 – we love this follow-up.
Mark 2-in-1 Lip Tattoo, £9, Avon
A fantastic range of non-drying shades that really go the distance.
Lilac Amethyst, £25 for 50ml edt, Yardley
The classic, powdery fragrance delivers a gorgeous sense of nostalgia.
Luna, £100 for 50ml edt, Penhaligon’s
A delicious, wearable blend of bergamot and rose makes this a year-round winner.
