LUX, a beauty soap brand, has onboarded Suhana Khan as its new brand ambassador for its body wash range, as the brand marks 100 years in the industry.

With her embodiment of confidence and authenticity, Khan represents the spirit of a new generation – bold, unapologetic, and empowered, the brand said.

With a star-studded lineup of ambassadors including actors like Shah Rukh Khan, Anushka Sharma and cricketer Virat Kohli alongside Aishwarya Rai, Katrina Kaif, Shu Qi, Kareena Kapoor, Isyana Sarasvati, and Dilraba Dilmurat, LUX continues to symbolise beauty and femininity on a global scale, it added.

Launched in 1924, the brand is now present in 100+ countries globally, with a legacy spanning back to Hollywood’s golden era starring iconic stars like Elizabeth Taylor, Audrey Hepburn, and Marilyn Monroe.

Commenting on her association with LUX, Khan said, “I am truly honoured to be a part of LUX’s centenary celebration and to represent a brand that has epitomised beauty and elegance for generations. LUX has not only adorned the self-care rituals of women worldwide but has also been a beacon of empowerment and self-assurance. As they mark this remarkable milestone, I am excited to embark on this journey with LUX, a brand that shares my values of confidence and authenticity. Together, I look forward to inspiring others to embrace their uniqueness. Here’s to a century of excellence and to many more years of making women own their beauty.”

Speaking about the association, Severine Vauleon, Global Brand Vice President LUX, added, “For a century, LUX has redefined indulgence with its exquisite fragrances, challenging conventional beauty standards and empowering women worldwide. Crafted in collaboration with the world’s leading perfumers, LUX remains dedicated to inspiring moments of self-care and luxury. With Suhana Khan joining our journey, we aim to inspire the next generation of women to embrace self-care rituals and express their beauty unapologetically.”