OUR HISTORY
CELEBRATING 50+ YEARS OF NURTURING SOFT & GLOWING SKIN
1969: The Beginning
CAPRI was founded in 1969 with a vision to create high-quality, luxurious soaps using natural ingredients. From its humble beginnings, the brand quickly earned a reputation for its commitment to purity and excellence. CAPRI’s early products stood out for their gentle formulations and captivating fragrances, setting the stage for decades of success
1970s: Establishing Trust
Throughout the 1970s, CAPRI focused on building trust and loyalty among its customers. The brand introduced a range of soaps tailored to different skin types, ensuring that everyone could experience the benefits of CAPRI’s gentle care. By the end of the decade, CAPRI had become a household name, known for its quality and reliability.
1980s: Innovation and Growth
The 1980s marked a period of innovation and expansion for CAPRI. The brand invested in research and development to create new formulations that combined traditional ingredients with modern skincare science. This era saw the launch of several iconic products that are still beloved today. CAPRI’s commitment to innovation helped it maintain its leading position in the market.
1990s: Embracing Nature
In the 1990s, CAPRI embraced the growing demand for natural and eco-friendly products. The brand enhanced its formulations by incorporating more natural extracts and essential oils, offering consumers an even more luxurious and beneficial bathing experience. CAPRI also began to focus on sustainable practices, ensuring that its products were as kind to the environment as they were to the skin.
2000s: Expanding Horizons
The new millennium brought significant growth for CAPRI, as the brand expanded its product line and reached new markets. CAPRI introduced a variety of skincare products, including hand washes and body lotions, all formulated with the same dedication to quality and natural ingredients. This era solidified CAPRI’s reputation as a comprehensive skincare brand.
Late 2000s: Embracing Modern Trends
In the late 2000s, CAPRI embraced modern trends and customer preferences, further expanding its range to include specialized products that addressed specific skincare needs. The brand introduced innovative formulations, such as moisturizing and anti-bacterial soaps, catering to a more health-conscious and diverse customer base. CAPRI also began to incorporate more sustainable packaging solutions, aligning with the growing global emphasis on environmental responsibility.
2010s: Modernizing the Brand
In the 2010s, CAPRI undertook a brand modernization to align with contemporary consumer preferences. The brand updated its packaging to reflect a more elegant and sophisticated image while staying true to its core values of purity and natural care. CAPRI also embraced digital marketing, reaching a broader audience and connecting with customers in new and innovative ways.
2020s: Continued Excellence
Today, Capri continues to thrive, building on over five decades of experience. The brand remains committed to creating luxurious, natural products that enhance the well-being of its customers.
In 2024 and 2025, Capri Soap strengthened its market presence through impactful initiatives across digital, retail, and traditional media. We modernized our appeal with refreshed packaging and a high-impact TVC, strategically placed in prime-time slots and integrated into top entertainment shows. Our extensive OOH campaign further reinforced visibility, while optimized in-store placements captured consumer attention at the point of purchase. Digitally, we expanded our footprint through influencer collaborations, PR partnerships, and interactive campaigns, driving brand love and engagement. A major milestone was the launch of Capri’s official website, enhancing accessibility and e-commerce growth. To further strengthen our brand narrative, we proudly onboarded three Capri Girls as brand ambassadors, embodying the essence of confidence, beauty, and empowerment. With a strong foundation in place, we continue to innovate and expand, delivering a seamless experience to our consumers.
