This soap is incredibly smooth and yummy smalling. I like the way it bubbles up really well vs. the Ivory bar soap, which I don't particularly enjoy. Bar soap will never be the same anymore for me after using Ivory liquid soaps. It is a bummer that there is only one scent, but that scent smells awesome, so I am not complaning. I also enjoy the simple white and green design on the bottle. It is cost-efficient because there is no bright colors on the bottle, and there is no harsh dyes in the soap itself. The scent is light and flowery, perfect if you are not someone who enjoys fruity scents. I think this brand will become more popular now that they do offer a no dye liquid body wash. Even Ivory's font style which they use to advertise, label, and manufacture their soap with is appealing. It is one of my favorite fonts. Ivory has also made me think about how much dyes are in other soaps which you buy.