A century of sparkle: How LUX became Bangladesh’s beauty icon

Launched in 1925 by Lever Brothers (now Unilever), LUX aimed to bring the scented indulgence of French perfumed soap—once reserved for the elite—into everyday bathrooms. Its name, derived from the Latin for "light", alluded to radiance and "luxury".

From its inception, it was marketed as the "Beauty Soap of the Stars".

During the 1930s and 1940s, LUX pioneered film-star endorsements, fronted by global icons such as Elizabeth Taylor and Marilyn Monroe, linking screen glamour to daily routines. As the brand expanded across Asia, Africa and the Middle East, it quickly localised. In the subcontinent, LUX featured popular South Asian actresses, blending global prestige with local relevance and making "the soap of film stars" a household name.

Before local manufacture began, imported bars enjoyed a special status in Bangladesh. Families often reserved them for Eid, weddings and festive occasions; the signature fragrance and soft lather made LUX an affordable luxury and a common gift.

Local production commenced in 1962 at Unilever's Kalurghat factory in Chattogram, improving access and affordability. A 1978 relaunch brought Bangladesh in line with the international LUX portfolio, introducing new fragrance variants, refined formulations and updated campaigns featuring global icons alongside local stars such as Shabana and Kobori. LUX became not only a cleanser but a beauty statement for Bangladeshi women.

From the 1980s through the 2000s, LUX excelled on Bangladeshi television with cinematic, high-quality commercials. Local stars—including Aupee Karim, Shomi Kaiser, Bipasha Hayat, Suborna Mustafa, Afsana Mimi, Sakila Jafar, Shamim Ara Nipa and later Sadia Islam Mou—featured in elegant, aspirational stories underscored by the brand's signature jingle. Overseas shoots in Thailand, Malaysia and Singapore delivered polished visuals and exotic settings, while ensuring the narratives remained relatable at home.

Crucially, LUX reached rural Bangladesh through pricing, distribution and familiar storytelling. For many women, an evening bath with LUX became a small daily ritual: rich lather as spa, fragrance as perfume, and a few minutes of feeling as special as any film star.

In the 2000s, the "Lux Superstar" platform revitalised the brand for a new generation, blending entertainment with grooming and mentorship. Winners and finalists—including Zakia Bari Mamo, Mehazabien Chowdhury, Bidya Sinha Mim and Azmeri Haque Badhon—became cultural mainstays, reinforcing LUX's role as a launchpad for talent.

Today, LUX continues to evolve with skin-friendly formulations infused with floral notes and essential oils, while aligning with Unilever's sustainability commitments—sourcing palm oil and paper responsibly and reducing its environmental footprint. The brand's household reach is near universal, and it leads the beauty soap category by a wide margin. Consistently ranked among the country's top five brands in Best Brand Award listings, LUX combines multigenerational trust with an ability to remain current without losing its promise of everyday glamour.

From 1920s Hollywood to village courtyards, LUX has evolved from global prestige to local affection—its fragrance, imagery and promise of "beauty within reach" woven into Bangladesh's cultural and emotional fabric.