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 in many factories, including by the Naples porcelain factory. The heyday of creamware ran from about 1770 to the rise of painted pearlwares, white wares and stone chinas in the period around 1810 to 1825. Although creamware continued to be produced during the later period, it was no longer pre-eminent in the markets. Given the fickle nature of the consumer, much remarked upon by Wedgwood during his career, it is remarkable how long creamware remained popular in its many forms. Creamware Creamware is a cream-coloured, refined earthenware with a lead glaze over a pale body, known in France as "faïence