Ivory (French: Savon d'Ivoire) is an American flagship personal care brand created by the Procter & Gamble Company (P&G), including varieties of white and mildly scented bar soap that became famous for its claim of purity and for floating on water.

Williams decided to focus on its shaving soap and sold Ivorine to Procter & Gamble, which later developed Ivory.

The product's other well-known slogan, "99+44⁄100% Pure", which was in use by 1895, was based on the results of an analysis by an independent laboratory that Harley Procter hired to demonstrate that Ivory was purer than the castile soap available at the time.

When appreciative letters about the new, floating soap inundated the company, P&G ordered the extended mix time as a standard procedure.

In 2004, over 100 years later, the P&G company archivist Ed Rider found documentation that revealed that James N. Gamble, who was a chemist, had discovered how to make the soap float and noted the result in his writings.

[7] In October 1992, Procter & Gamble market-tested a new Ivory formula, a "skin care bar" that would address customer complaints about dryness but would not float like the original.