One might not expect that the biggest selling brand in the world, after Coca-Cola is a soap, but since 1925, Lux brand soap has been selling consistently, offering a hint of luxury in the world of bathing.

Thanks to celebrity endorsements from such illustrious Hollywood stars as Elizibeth Taylor, Joan Crawford, and Judy Garland, millions of women have turned to Lux as the jewel of handsoaps and shower gels.

Launched originally in 1916 as a kinder, gentler laundry soap by Lever Brothers, Lux enjoyed years of popularity, thanks to its sponsorship of (you guessed it) soap operas. Today it isn’t quite the recognized luxurious leader that it once was but, in its day, there wasn’t any other product that made women feel that their skin was receiving star treatment.