Lux Soap

Originally named Sunlight Flakes, Lux has been around since 1899. Lux was founded by the Lever Brothers (today known as Unilever). It was launched in the U.S. in 1925. It became the world's first mass market toilet soap and is noted as a brand that pioneered female endorsements.

Although it was a laundry soap, the Lever Brothers discovered that women were using it as toilet soap. They offered consumers a soap "made in the French method" and promised them smooth skin, all for  ten cents. Some celebrities who endorsed Lux include Diana Rigg, Sandra Dee, Dorothy Lamour, Brigitte Bardot, Natalie Wood, Sophia Loren, Raquel Welch and Cheryl Ladd.