Lux was originally produced as a flaked laundry soap that was released in the United Kingdom in 1899. The soap was then introduced in the United States in 1916, and was marketed as a laundry soap for "delicates." The most commonly known form of Lux soap, the cake soap, was introduced in 1925. It was marketed as a beauty soap for women and was often endorsed by famous movie actors including Marilyn Monroe, Brigitte Bardot and Ginger Rogers. Lux soap was marketed toward a female demographic, and sought an image of affordable luxury. Originally produced by Lever Brothers, the Lux soap brand is now owned and marketed by Unilever.
The fragrance of Lux soaps varies depending on the product. The Lux bar soaps come in a variety of floral aromas, with the light rose scent being the most common. The Lux shower gel soap and hand wash soaps are produced in a wide range of scents including "Wine & Roses", "Glowing Touch" and "Sparkling Morning."
Lux soaps feature a palette of pastel colors. While Lux soap once came in only the standard white color, in 1958, Lux started to produce five color options: pink, white, blue, green and yellow. The Lux bar soaps are still available in this range of colors today.
Lux soap is intended to be an affordable luxury. While the bar soap is inexpensive when compared to soaps that can be purchased in department stores or from major beauty companies, the product is of similar quality to the more expensive options. Lux soap offers people "a chance to pamper themselves for a modest price," according to Unilever.