Vaseline is an American skincare brand owned by the British multinational company Unilever. Originally founded in 1870 by chemist Robert Augustus Chesebrough in Brooklyn, New York, the brand has grown into a global leader in skincare, with its products sold in over 70 countries. It recently passed the milestone of €1 billion in annual turnover, marking it as one of Unilever’s “Power Brands”.

Core Identity and Legacy

The “Wonder Jelly”:
The brand was built on the discovery and formulation of Vaseline Petroleum Jelly, a semi-solid mixture of hydrocarbons.

Healing Heritage:
For over 150 years, the brand has focused on healing dry skin, minor scrapes, and burns.

Triple Purification:
Unlike generic petroleum jelly, Vaseline uses a proprietary Triple Purification process (distillation, de-aeration, and filtration) to ensure the product is free from impurities.

Product Portfolio

While the original jelly remains at the center of its portfolio, Vaseline has expanded into several advanced skincare categories:

Healing Jellies:
The classic original jelly and specialized versions for lip care.

Intensive Care Lotions:
Formulated with “Ultra-Hydrating Lipids” that work with the skin to replenish up to 90% more moisture.

Lip Therapy:
Tins and sticks specifically designed for chapped lips.

Pro Derma Line:
A premium line featuring ingredients like niacinamide and hyaluronic acid, designed to rebuild and restore the skin’s natural barrier.

Innovation:
Recent additions include the Gluta-Hya range, which blends glutathione and hyaluronic acid for skin brightening and hydration.

Global Presence and Markets

Major Markets:
The United States remains the brand’s largest market, but it has seen significant growth in China (its second-biggest market) and India.

Modern Relevance:
The brand experienced a resurgence in the 2020s, largely driven by viral social media trends such as “slugging” on TikTok, which popularized the product among Generation Z.

Social Mission and Innovation

The Vaseline Healing Project:
A global initiative aimed at providing dermatological care and education to 3 million people annually by 2030, specifically for those in poverty or emergency situations.

See My Skin:
An online database developed with HUED and VisualDx to help people of color identify skin conditions, addressing gaps in dermatological resources.

R&D Excellence:
Supported by over 200 PhD scientists within Unilever, the brand continues to develop scientific formulas to manage conditions like eczema and sensitive skin.