Madame Maude Yale started her "Toilet Goods" business in New York City around 1890. In 1894, she registered the word "Yale" as a Trade Mark for a whole line of products (TM #25,021). At that time, she called herself Maude Mayberg. She was first listed in the New York City Directory in 1905 at 949 Broadway. By 1915, she was being listed as Maude Yale Wilson, but her husbands first name is unknown. Apparently she opened a depot in Chicago at some point later.
In 1896 and 1901 Morrison & Plummer catalogs, her products included a Hair Cleanser, Curling Fluid, and Hair Tonic. According to Devner, Yale's Excelsior Hair Tonic was advertised in 1912 as a "preparation for dandruff, falling hair, all scalp diseases, and for overcoming hereditary tendencies to balding and gray hair." According to Fike, the Excelsior Hair Tonic was still being advertised by her in 1930.
In 1909, a court judgement was rendered in the District of Columbia against the company regarding the fact that their products violated the Pure Food and Drug Act. They siezed 36 dozen packages of the Hair Tonic. They analyzed it and found it to contain 15.56% alcohol, 82% water, and some amount of glycerin and perfumed with bergamot oil. At that time, the company was called S. Kahn & Sons and Madame Yale was called Maude Yale Bishop Wilson.