For as long as I can remember, a bar of Ivory soap has been a fixture in our bathroom. It was a classic, a symbol of simple, reliable cleansing. Ninety-nine and 44/100% pure—the commercials proclaimed. It was the soap that floated, but not anymore. Yet, Ivory soap decided on a formula change that altered this long trusted bar soap.
Procter & Gamble introduced Ivory Soap way back in 1879, and it’s always been a favorite in our household. But recently, the company chose to change the product, for reasons only they know. It’s frustrating because it feels like we, as consumers, are constantly being subjected to these changes.
It seems we have to get used to the products we love being altered, often under the guise of saving a few bucks. Companies seem to think we won’t notice these subtle shifts. It’s like the coffee being sold in larger containers but with less product inside—do they really expect us not to notice?
I’ve noticed this trend with soaps too. Shower soaps seem to be shrinking. It’s not that I’m using more soap; it’s that the bars themselves are smaller—a sneaky way to raise prices without actually raising the price tag. But when you change the formula, it’s not just a size difference; it’s a completely different product. Remember when Coke tried that disastrous formula change? People rebelled. When a company messes with a classic, they risk losing loyal customers.
And Ivory has definitely messed with a classic. The most glaring change that registered with me is its terrible scent. Besides that, it sinks like a rock. Even the color is not bright white, but an off-white shade now. I also noticed the bar was incredibly hard. I used to easily snap a bar in half for easier handling in the shower, allowing it to dry more effectively. Now, it feels like trying to break a brick. I even had my strong guy try, and he struggled!
At first, I wondered if the bars had just been sitting in a warehouse and had dried out excessively. But a quick online search revealed a flood of product reviews with people expressing the same concerns about a change to their Ivory soap formula.
Apparently, Procter & Gamble switched from tallow, an animal-based fat, to a plant-based or vegan fat. While this might appeal to consumers concerned with animal welfare, I’m not a vegan. I just wanted the soap I’d always used, the soap that is now gone.
My suspicion is that this change is primarily about cutting costs. It feels like this whole inflation period is being used as an excuse to palm off smaller sizes and altered products, hoping we’ll continue to buy them.
But the new Ivory soap isn’t the same. It doesn’t lather as well as the old bars. They seem smaller too, though that’s a common trend these days. Perhaps the new formula even contributes to the shrinkage, who knows? All I know is the new Ivory soap is harder, doesn’t lather well, and has a noticeably stronger scent—a scent that’s quite different from the clean, subtle fragrance I remember. Some online reviews even reported skin irritation from this formula change after using the new Ivory soap.
Using a plant-based fat can potentially cause such problems. Everyone’s skin is different, and people can react differently to various plant-based ingredients. A new formula with different ingredients increases the likelihood of skin irritation and possible contact dermatitis for some users or hand eczema. You also may want to read my earlier post on dry skin during winter and fixes because that possible irritation could be worse in winter.
It’s such a shame that Ivory chose to make such a drastic change. They would have been better off testing a new brand all together. It feels like a small piece of my routine, of my history, is gone. Now, the search begins for a new reliable soap—a task I never thought I’d have to undertake. However, I am sure that I will not be the only unsatisfied consumer hunting for a better soap.
I agree with this post in the information provided and have also noticed that the deodorant I use, changed as well.
I’ve written to Procter & Gamble suggesting they should have given us a choice between the original formula and the new one that satisfies vegans. In the mean time I’m looking for a substitute to Ivory bar soap. In addition, we need to tell P&G that we intend to buy substitutes to their other products until such time as they offer the original formula along side the new. There is a wide array of competitors offerings.
Author
Hi Leonard,
They just probably thought no one would notice and just keep on buying. Writing to them as well as posting to their social media is a way to grab their attention. Good move!
I agree. The new bar soap does not lather well at all and feels very different. I no longer like it.
Ivory does not lather was well. Very disappointing.
I loved how clean I felt after using the original soap. It rinsed off well. This new one doesn’t feel that way. My skin still feels slimey after rinsing. I have used ivory soap since I was young. (Mid fifties now) Time to find something else. A unfortunate trend theses days.
The “new ivory ” is HORRIBLE. You feel as if you took a bath in pure grease. Makes skin itch, face break out , can’t rinse it off leaves residue. Please bring back the real ivory soap. Long time users of it will pay for it. New I ivory worst soap on the market!!!!!!!!!!!
Author
Hi Sue Ellen,
My guess it was probably to save the company money. Otherwise, why would they mess up a product that sold well for years and stood up to the test of time?
I recently found a bar of original Ivory in my elderly parents’ medicine cabinet. The soap lathers beautifully and rinses easily. It’s fragrance clean and subtle.
So I ordered more bars thinking they’d be the same. WRONG! The new bars are dense with a weird lather and fragrance.
Zest was another formerly awesome soap. But its formula changed, too. Now its awful.
Author
Hi Tara,
I totally agree with you. The old formula was great. You certainly can’t say that about this new one.
Both my wife and I have developed skin problems from the new ivory. So terrible.
Author
Hi Eric,
You hear that a lot lately.
Thank you for this article! I’m not crazy! This piece does a great job explaining why what I have in my mind is so different from what I have in my hand. Going to drop it into the trash, I’m afraid. A shame. That was a cool bar of soap back in the day.
Author
Hi Bryan,
I never could understand why they did it. Like I said, I think it’s about saving the company money.
So now what are people afflictions going to be from the change. My husband and I have gone to Lye soap since these big manufacturers insist on using us as guinea pigs.
Author
Hi Pat,
I know. I guess the company’s bottom line is what counts. Only when people stop buying the new formula is probably when the company will notice and rethink the formula. This is my guess.
I have used Ivory since I was a teenager with mild acne. It was the only soap then that cleaned my skin completely. I am in my 80’s now and so disappointed to find out the P&G has corrupted the brand and turned it into rubbish. To close a Kansas City plant and relocate it to Columbia is disgusting. To see once again American jobs vanish to squalid, low-cost labor countries tells a lot about our future as a nation. Another example of what accountants do when they are allowed to make product decisions. I will not buy the soap ever again.
Author
Hi Vernon,
Yes, this new version of Ivory is the pits. A company will do anything to increase their bottom line it seems.
I’ve read how bad palm oil and products are, perhaps encouraging tumor growth. Tallow is the best. I will be returning mine.
From what I gather, Ivory got rid of animal tallow and went vegan. Result…it does not clean as good. But more important, it cracks after a few days use. I did not keep it soaking in water either. Some people report Ivory starts to crumble into little soap bits. I threw mine away after 4 days, so can’t say about the crumbling part.
I had been using Ivory since 1960s. I had a large supply of old ivory I bought when covid hit. Recently ran out and garbage is what they sell now…
You would have thought that before then killed old Ivory, the boss would have taken a few bars home to try out. Why do companies have to reinvent the wheel into a square??
After a little research it appears Ivory is made in South America now and not in the USA. It also does not float as it used to. I don’t care about that, I do not float my soap, but a lot of people have complained about it.
Author
Hi Daniel,
I think a company will do anything it can to save money and increase their profits. They think their consumers don’t notice. Ha!
The old formula was great, it just worked. The new Ivory soap so all about Corporate profits. I’m very disappointed. Will be looking for a better soap that meets my needs. Bye bye P&G…
Author
Hi John,
I couldn’t agree more.
I learned about the change to Ivory’s formula this morning. For years, I have done a demo in my science class where we microwave a piece of a bar of Ivory, and it expands into a fragrant foam that crumbles easily when handled. Not so with the new formula. Not enough moist air embedded in the soap to allow it to expand. Very disappointed. (Glad I had an old YouTube video I made of the experiment for me to fall back on. Still not the same as real-life though.)
Where were the focus groups? Big companies like focus groups. I can’t believe a focus group likes this new ivory c*** over the great old Ivory soap!
The CEO should be floated away.
Author
Hi Fred,
I agree about the focus groups, but I guess it all comes down to how the company make the most money. They just think customers are blind to their changes and will accept the new formulation.
Yes I do not like the new recipe and I hate that we think we have to change something that has worked for 140 years I don’t know who these little CEOs are but they sure need to find another hobby
Author
You said it, David!