Abstract The solubility and acid–base properties of ibuprofen in water–micellar media of surfactants were studied. A new visual method for the titrimetric determination of ibuprofen in pure form was proposed. The smallest p K value (4.43) and the greatest solubility (8.1 mg ml −1) of ibuprofen were achieved using an aqueous cationic micellar medium of 0.1 M tridecylpyridinium bromide. The titration was performed with 0.05 M potassium hydroxide aqueous solution and the exact end-point was determined with the use of xylenol blue as indicator. Conditions for the individual determination of ibuprofen and novocaine hydrochloride in their 1:1 mixtures with the use of 0.1 M tridecylpyridinium bromide were proposed.