Farewell to the legendary Fa soap

By: Trademagazin Date: 2025. 09. 24. 11:43

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Henkel has confirmed that it will permanently discontinue production of its famous Fa soap after nearly seventy years. The product has been on the market since 1954, but the classic soap no longer fits into the company’s renewed portfolio.

The Düsseldorf-based company said the decision is part of a strategic shift: Henkel is focusing on faster-growing, higher-potential categories – shower gels and deodorants. The last Fa soap sets went on sale at the beginning of the year, and have since virtually disappeared from stores.

Fa soap was launched in 1954 by the Dreiring subsidiary, an abbreviation of “fabulous soap”. It was made famous by provocative advertising campaigns in the 1960s and quickly became a global success, being sold in 146 countries – including Hungary.

It was particularly popular in the former GDR, where packages arriving from the West often contained Fa soap. The product has become a symbol of freedom in the Western world for many.