Creamware master potter Thomas Whieldon with coloured stains under the glaze. It served as an inexpensive substitute for the soft-paste porcelains being developed by contemporary English manufactories, initially in competition with Chinese export porcelains. It was often made in the same fashionable and refined styles as porcelain. The most notable producer of creamware was Josiah Wedgwood, who perfected the ware, beginning during his partnership with Thomas Whieldon. Around 1779, he was able to lighten the cream colour to a bluish white by using cobalt in the lead overglaze. Wedgwood sold this more desirable product under the name "pearl ware". Wedgwood supplied
Creamware development of creamware. Wedgwood rebelled against the use of coloured glazes, declaring as early as 1766 that he was clearing his warehouse of coloured ware as he was ‘heartily sick of the commodity’. Wedgwood improved creamware by introducing china-clay into both the body and glaze and so was able to produce creamware of a much paler colour, lighter and stronger and more delicately worked, perfecting the ware by about 1770. His superior creamware, known as ‘Queen's ware’, was supplied to Queen Charlotte and Catherine the Great and later became hugely popular. There were few changes to creamware after about 1770