Gueldy was established in 1905 by LELAURIN and A. SERGENT at 370 rue du Faubourg-Saint-Honore in Paris. Gueldy. Inc., also operated at 21 East 40th St.. New York. By 1913, the company was later acquired by P. THIBAUD et Cie, a major toilet articles company affiliated with Gibbs, an English toiletries and toothpaste company, established in 1712. A. SERGENT also established Parfums de Sergy in 1930, which produced lower priced perfumes and cosmetics and merged with Gueldy. Sergy was also reported as Gerly. Gueldy became a major company with large exports. It won a gold medal at the 1925 Paris Exhibition. The company was later acquired by the LEVER Brothers.