LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as "Sunlight Flakes" laundry soap in 1899. In 1925, it became the first mass-market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements.As of 2009, Lux revenue was estimated at €1 billion, with market shares spread out to more than 100 countries around the globe.