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Traditional brand Fa-Seife discontinued: A piece of history disappears!
Henkel is ceasing production of Fa soap after 71 years, a loss for many nostalgic customers in Germany.
Traditional brand Fa-Seife discontinued: A piece of history disappears!
A big loss for tradition-conscious consumers in Germany: The iconic Fa soap, which has been on the market since 1954, will no longer be produced with immediate effect. Henkel has formally confirmed this decision. Fa soap, known for its bright yellow-green color and the abbreviation “Fa,” which stands for “fabulous” soap, is being removed from the shelves of Rossmann and dm drugstores after 71 years. This soap has been sold since the beginning of 2025 and there are now no remaining stocks available, neither in Germany nor abroad. Merker reports that the Fa soap caused great excitement during the 1960s with its daring TV commercials - not least because of the presentation of unclothed women, which caused a sensation at the time.
Especially in the former GDR, Fa soap was a true symbol of Western consumer culture. It was available not only in Germany, but also in 146 countries and was very popular. But times are changing, and manufacturer Henkel has overhauled its portfolio to focus on products with greater growth potential. In particular, the summer of 2022 marked a turning point when the detergent and personal care divisions were merged. The subsequent relaunch of the Fa brand in August 2025 means that in the future only shower gels and deodorants will be available under this name.
The striking departure from traditions
In a further step that will be felt by many consumers, Henkel has announced that the soap, which has been known for 69 years, will no longer be sold under the Fa brand. A company spokesman made the decision clear to the outside world as the result of the company's strategic changes. Instead of nostalgic products, more modern and stronger items are now on the list of priorities. Ruhr24 provides detailed information about this change and highlights how this step is part of a broader plan to make the Fa brand future-oriented.
The reactions to the abolition of Fa soap are predominantly characterized by nostalgia. Users on social networks express their concern and share their memories of the traditional soap, which represents a piece of childhood and home for many. This sentimental connection shows how strongly brands and their products are interwoven with the personal memories and culture of our society.