surfactants we use and the ingredients we use to increase mildness. In the olden days, most - if not all - products used SLS, which is considered a harsher surfactant but a great bubbler, foamer, and latherer. Nowadays, we use far milder surfactants and we increase the mildness with emollients, esters, and conditioning agents, as well as lower concentrations of surfactants so we don't get that annoying tightness or feeling of dryness on your skin.
This is why we all have those scrubby pouffy things in our showers! Because we don't get much lather from our body washes without using them. On my recent holiday, I forgot to bring my favourite lime green travelling pouffy with me, so I had to use a washcloth to try to get some exfoliation and lather. With the pouffy my body washes are very foamy and bubbly; without, not so much. We need them to increase the lather and foam from really mild cleansers!