No, Lux is not an Indian company. It is a global personal care brand owned by Unilever, a British multinational consumer packaged goods company headquartered in London, United Kingdom. The name “Lux” is derived from the Latin word for “light”. A wide range of personal care products are manufactured, marketed and sold under the brand name Lux. These include bath soaps, shower gels, body washes, liquid handwashes and skincare items.
Lux positions itself as a premium personal care brand in the accessible range. It puts great emphasis on luxurious bathing experience, fragrance and skin care. Lux has been endorsed by both Hollywood and Bollywood actresses throughout its history, including Audrey Hepburn, Elizabeth Taylor, Aishwarya Rai and Katrina Kaif.
| Details | Info |
| Founded | 1925 |
| Founder | Lever Brothers |
| Headquarters | London, United Kingdom |
| CEO | Fernando Fernandez |
| Sector | Personal Care |
Company History
Lux was introduced in the year 1925 by the Lever Brothers as a toilet soap brand in the United States. It was marketed as a high-quality affordable soap having moisturising properties. In the year 1928, Lux claimed endorsements from 9 out of 10 stars after 414 of 425 Hollywood actresses endorsed the soap.
Lux expanded to the United Kingdom in the year 1927, followed by India in the year 1929. Hollywood campaigns and other advertising efforts helped Lux in becoming a well-known global soap brand. By 1990s, Lux had diversified into body washes and liquid soaps. It had particularly attained widespread brand recognition in India, with popular brand ambassadors like Aishwarya Rai becoming the face of the brand in the country.
Current Status
Lux products are sold in more than 100 countries worldwide. It is particularly dominant in India, Bangladesh, Pakistan, Thailand, Malaysia, Brazil, South Africa and the Middle East. Lux leads the soap market in India, despite competition from other premium brands in the accessible category. The brand focuses on themes like pleasure, femininity and self-care to appeal to modern women.
Lux contributes significantly to Unilever’s personal care product business and is a major driving force behind the company’s sales growth in this segment. The brand is investing heavily in digital platforms and is collaborating with social media influencers to reach urban women.
Future Outlook
Lux is looking to achieve double-digit growth in premium body care segment by blending its brand legacy with modern innovations. The brand also aims to expand to over 20 new markets by the end of 2025. It is likely to introduce newer variants like serum-infused shower gels and eco-friendly soap bars in the near future.