Inspiring women to rise above everyday sexist judgements and express their beauty and femininity unapologetically
Inspiring women to rise above everyday sexist judgements and express their beauty and femininity unapologetically
Since 1925, LUX has been serving women who take pride and pleasure in their beauty. We offer them not just quality beauty soaps at an affordable price but also an unapologetic expression of beauty and femininity, built around pleasure and modern glamour.
While the LUX woman aspires to express her beauty and femininity as she wishes without the need to self-edit, this is far from the reality she faces every day. Instead, she is constantly bombarded with judgements that define how she should live and behave. Everyone has a say in how she should and should not express herself.
At LUX, we believe that a woman’s beauty should be owned by no one but herself. She should be able to express her beauty and femininity as she pleases, unapologetically. Thus the bathing ritual with LUX gives women a powerful moment of self-care that helps nurture her inner strength. This makes women’s beauty an armour, a positive source of strength and power to reclaim her beauty and rise above judgements.
LUX will continue to help women everywhere fight casual sexism at home, in the workplace and in wider society. It is our commitment to reduce instances of, and inspire women to rise above everyday sexism through content, activations and partnerships.
Our product philosophy
Our bath and body products are the perfect union of fine fragrances – crafted by the world’s best perfumers – and skin loving formulas and textures. They make skin glow, they leave a long-lasting scent, they delight the senses, turning your bath time into a luxurious moment of self-care.
Our star-studded legacy
Made like the costliest French soap, and known as the beauty secret of some of the most glamorous stars – from Elizabeth Taylor, Audrey Hepburn, Marilyn Monroe, to Ashwarya Rai, Katrina Kaif, Shu Qi, Kareena Kapoor, Maudy Ayunda and Dilraba Dilmurat- our bath and body products delight women in more than 100 countries worldwide every day.
Our fragrance expertise
Fragrance enhances a woman’s character and self-expression. It wraps her in an invisible cloak of confidence that reveals the different sides of her personality and femininity.
Fine Fragrance has always been at the heart of LUX Bath and Body products. Through the years, we’ve partnered with World Class perfumers to deliver signature fragrances that women would love to wear.
Our sustainability story
LUX is committed to protect the beautiful planet we live on as the potency of nature’s resources is the basis of the beauty products that pamper us. We constantly strives to make a positive impact by reducing our plastic consumption, sustainably sourcing the natural ingredients that power our products and improving livelihoods for the local communities we collaborate with.
We’ve launched a new hand dishwash product made with naturally derived ingredients which means that, while delivering the same superior cleaning performance, it’s much kinder to the planet.
LUX has launched a new campaign with online platform City Walks that allows men to virtually experience the constant stream of casual sexism that pervades the everyday lives of women. The aim is to increase understanding of the discrepancies that men and women face.
