Ever since Leela Chitnis became the first Indian actress to appear in an advertisement in 1929, the Lux formula has been the same: the most glamorous women of the silver screen share their love for Lux soap.

Now, as the beauty soap kicks off its 75th anniversary celebrations, here's a look at the 10 most recent Bollywood beauties to hit the Lux screen.

Kareena Kapoor

One of Bollywood's resident divas, Kareena has the unique distinction of being the third Lux woman from the same family.

Her mother Babita endorsed the soap in the 1960s and 1970s, and her sister Karisma carried on with the lux legacy in the 1990s.

Design: Uday Kuckian