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1924年力士在美国首次推出第一块美容香皂。到现在，它已遍布全球100多个国家。主要市场包括阿拉伯，印度，巴西，中国等，在日本，力士占市场主导地位。2003年的销售额将近11亿美元。其产品包括洗发乳，润发素，沐浴露和香皂等。

力士创办于1889年，最初仅生产用于洗涤衣物的肥皂，名为“阳光薄片”。数年后，更名为力士（LUX），取自拉丁语中“光”一词，同时还蕴藏了奢侈（Luxury）的含义。

1926年，力士正式迈入中国，成为了最早进驻中国的国际品牌。

20世纪30年代，力士踏入国际舞台，登陆印度、阿根廷和泰国，不断发展壮大，最终在100多个国家/地区设立代表处。更有一些红透一时的影视巨星将力士尊称为“美丽秘诀”。

20世纪40至50年代，力士致力于巩固其在女性生活中的地位。在这期间，男性也开始享用力士奢华感受。

60年代力士重新调整广告宣传模式，加入了更多的浪漫元素。广告语“明星般的感受”就是鼓动所有女性去参加聚会。

70年代社会潮流开始倾向于“自然就是美”，同期的力士女郎们，除了要具备明星气质，更要求拥有“自然美”，这是力士紧跟社会潮流的一步。从此，女性们开始接受美丽触手可得这一理念。

1986年力士重新回到中国，成为了个人清洁护理领域的第一品牌。

90年代力士登陆中国，携手钟楚红、张曼玉、李若彤、王祖贤、张柏芝、舒淇等多位亚洲顶级巨星，在扩大品牌影响力的同时，也让力士的品牌形成深入人心。

In 1924, Rex launched its first beauty soap in the United States. Up to now, it has spread to more than 100 countries around the world. The main markets include Arabia, India, Brazil, China, etc. in Japan, Rex dominates the market. Sales in 2003 were close to $1.1 billion. Its products include shampoo, conditioner, body wash and soap. Founded in 1889, Rex initially produced only soap for washing clothes, called "sunshine flake". A few years later, it was renamed lux, taking the Latin word for "light" and containing the meaning of luxury. In 1926, Lishi officially entered China and became the first international brand to enter China. In the 1930s, Rex stepped into the international arena, landed in India, Argentina and Thailand, and continued to grow, eventually setting up representative offices in more than 100 countries / regions. Some of the most popular movie stars call Lishi "the secret of beauty". In the 1940s and 1950s, Lishi was committed to consolidating its position in women's life. During this period, men began to enjoy Luxe experience. In the 1960s, Lishi readjusted the advertising mode and added more romantic elements. The slogan "star like feeling" is to encourage all women to go to parties. In the 1970s, the social trend began to tend to "nature is beauty". At the same time, Lishi girls, in addition to their star temperament, also need to have "natural beauty", which is a step for Lishi to keep up with the social trend. From then on, women began to accept the idea of beautiful tentacles. In 1986, Rex returned to China and became the first brand in the field of personal cleaning care. In the 1990s, Lishi landed in China and joined hands with many top Asian superstars, such as Zhong Chuhong, Zhang Manyu, Li ruotong, Wang Zuxian, Zhang Baizhi, Shu Qi, etc. to expand its brand influence and make Lishi's brand deeply rooted in the hearts of the people.

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