Lux's Slogans & Taglines

Lux traces its origins to 1899, when Lever Brothers (now Unilever) introduced "Sunlight Flakes" laundry soap in the United Kingdom. Rechristened "Lux" in 1900—a Latin word for "light" that hints at "luxury"—the brand pivoted from laundry to personal care in the 1920s after discovering women were using the flakes as toilet soap. In 1925, Lux launched in the United States as the world's first mass-market beauty soap, and by 1928 it had pioneered celebrity advertising with the campaign "9 out of 10 stars use Lux," featuring Hollywood's biggest names. The brand entered India in 1929 and has since expanded to over 100 countries.

The brand's core products are personal care and beauty solutions, including beauty soaps, body washes, beauty bars, body lotions, and shampoos. Its formulations blend fine fragrances with skin-nourishing ingredients, offering affordable luxury for daily bathing rituals.

From its early promise of being "Made like the costliest French soap," Lux has evolved through iconic slogans such as "9 out of 10 stars use Lux" and "Lux brings out the star in you." More recently, the brand embraced "My Beauty My Strength" and the #StayBeautifulStayStrong campaign, shifting from star-powered glamour to a message of inner resilience and unapologetic femininity.