Which soap brand used the slogan “99.44% Pure”?

Ivory soap used the slogan “99.44% Pure.” The claim became one of the product’s defining advertising lines and emphasized Ivory’s simple, mild positioning in the late nineteenth-century soap market.

Procter & Gamble introduced Ivory in 1879. Company tradition says the soap’s name and floating quality were connected with an accidental manufacturing change that incorporated air into the mixture. The “99.44% Pure” statement appeared in advertising in the 1880s and helped distinguish Ivory from heavily perfumed or colored soaps.

The exact meaning of “pure” was not a modern laboratory specification in the way consumers might interpret a chemical percentage today. It was an advertising claim associated with the product’s formulation and mildness. Ivory is often confused with Dove because both are marketed around gentleness, but Dove was introduced much later, in 1957, by Unilever.