House of LUX officially opens its doors

...and we're taking a trip down memory lane to take a look at the well-loved, classic brand.


( On October 6, unforgettable beauty brand LUX officially launched in the country. You're probably thinking "Wasn't Lux already in the country years ago?" Well, yes, there was the LUX shampoo we all knew in the '90s, but what was gorgeously unveiled that evening was their new, fragrant LUX bath wash collection—more on that later. Since it's Thursday, we're doing a throwback...all the way back to the '50s.


It started out as a soap brand, marketed as "the beauty soap of the stars" with the sales pitch "nine out of 10 stars use LUX." Amalia Fuentes was the first local actress to endorse the product, followed by Susan Roces, Daisy Romualdez, Liberty Ilagan, Rosemarie Sonora, Helen Gamboa, and Maggie de la Riva, and others.


Screenshot from


Fast forward to the '90s, LUX was a popular shampoo brand and apart from girls loving the luxe bottle (see what we did there), it also started a beautiful love story—that of Lucy Torres and Richard Gomez. The two met in 1993 as they were shooting a TV commercial for LUX and we're guessing the sparks flew right away. Check out their first encounter:




In 1997, actress Donna Cruz was named the official LUX Super Rich Shampoo endorser. See her TV commercial (it involves her riding a carousel, so watch!):



Flash-forward to today: say hello to the House of LUX's Perfumed Bath Collection.


Recommended Videos


Crafted by master perfumers (isn't that a super cool job title?), the collection promises to give the modern-day Filipina the luxury of bathing with perfume every day. LUX's signature scent "Magical Spell" is the star of the collection: a mix of a rare Black Orchid, Juniper Oil, a blend of dark woods, golden amber, and vanilla bean—all in a body wash, which leaves a refreshing, feminine, and bold scent on the skin.




As for their new endorsers? They're none other than Solenn Heussaff, Belle Daza, and Kelsey Merritt to name a few of many. We can already smell the beauty brand making a very fragrant comeback!


The Perfumed Bath Collection (bar soap/P35, body wash/P55 to P120) is now available in leading stores nationwide.


For more information, log on to LUX Philippines' Facebook page

Share this story with your friends!

Help us make better!
Take the short survey

Read more stories about

Latest Stories

Load More Stories