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
Japanese pottery and porcelain of Buddhism in the late 16th century, leading tea masters introduced a change of style and favored humble Korean tea bowls and domestic ware over sophisticated Chinese porcelain. The influential tea master Sen no Rikyū (1522–1591) turned to native Japanese styles of simple rustic pottery, often imperfect, which he admired for their "rugged spontaneity", a "decisive shift" of enormous importance for the development of Japanese pottery. The Raku family (named after the pottery rather than the other way round) supplied brown-glazed earthenware tea bowls. Mino, Bizen, Shigaraki (Shigaraki ware), Iga (similar to Shigaraki), and other domestic kilns also supplied tea