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 studied ceramic techniques in China and brought high-fired glazed ceramic to Seto in 1223. The Seto kiln primarily imitated Chinese ceramics as a substitute for the Chinese product. It developed various glazes: ash brown, iron black, feldspar white, and copper green. The wares were so widely used that "Seto-mono" ("product of Seto") became the generic term for ceramics in Japan. Seto kiln also produced unglazed stoneware. In the late 16th century, many Seto potters fleeing the civil wars moved to Mino province in the Gifu Prefecture, where they produced glazed pottery: Yellow Seto ("Ki-Seto"), Shino, Black Seto ("Seto-Guro"), and Oribe