first, it's St James of London.
they went through a change of ownership a few years back.
IIRC, they were originally an own-branded offshoot from English shave cream producer, Creighton.
the new ownership may have tweaked the formulations, not sure, but still sourcing from Creighton.
the original formula was nice, altho not spectacular, IMO.
the newer creams, to me, seem much improved and top-notch.
my cream of this scent was the earlier version.
my newer cream is the sandalwood, excellent.
This brand is always in my rotation, am presently just finishing up the Lavender & Geranium - nice fresh smell. The performance is terrific and the owner I know. He is the kind you want to support, one of the good guys.