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Back in 1872, Brooklyn-based chemist Robert Chesebrough applied for a patent for a purified petroleum jelly he named Vaseline. 153 years later, it’s still winning new fans all over the world.
Chesebrough knew from the outset that his formula worked wonders treating chapped skin and even burns – but it wasn’t until people started experimenting with this affordable new product that Vaseline really started to take off. When shoppers realised how effectively the little pot of jelly could soften lips, define eyelashes and moisturise skin, they told their friends. Word soon spread, and so began Vaseline’s enduring – and international – popularity.
Over a century and a half later, this trusted skincare brand continues to evolve, winning the loyalty of new generations. Vaseline became Unilever’s latest €1 billion Power Brand in 2024, after achieving double-digit growth (PDF 382.63 KB) through the year.
Understanding exactly what consumers want has always been one of the driving forces behind the brand’s success, and the Vaseline Gluta-Hya range is a shining example.
Developed by Unilever scientists to address skincare needs specific to hot and humid climates, Gluta-Hya contains unique serum-burst technology. Its formulas bring qualities more often seen in facial skincare than in body care, with lightweight and non-sticky serums that burst into refreshing droplets when applied to the skin.
Since its launch in Thailand in 2021, the range has reached 22 markets, with more on the horizon. Vaseline’s body serums business has brought in double-digit growth and countless new shoppers.
“New news and exciting variants in new demand spaces underpin Gluta-Hya’s success story,” explains Vaseline Global Brand Vice President Purnima Lamba.
“It comes from a mix that truly delivers what it promises – no more heavy, sticky body lotions. This light, serum burst formulation is a sensorial delight, delivering superior skincare with the potency of ingredients like glutathione and hyaluronic acid,” she adds.
Vaseline’s ability to connect with consumers also extends to its approach to social-first marketing. Earlier this year in Thailand, the brand partnered with hit HBO show The White Lotus on a set of short social films to promote the third season of the series.
Advertising the show with a promo spot for Vaseline Gluta-Hya’s SPF 50 sun protection collection, the films reminded viewers to keep the drama on the screen, not on their skin.
Immersive pop-up experiences, events and beauty guru collaborations also added to the partnership content.
Vaseline’s biggest social media campaign this year is now live across the US, UK, South Africa and Arabia, igniting a cultural resurgence for this 153-year-old icon.
More than 3.5 million Vaseline hacks exist online – from beauty advice to DIY, photography and even pet care. The Vaseline Verified campaign, which launched in March 2025, saw real scientists put these tips to the test in the lab, debunking the myths and validating the hacks that work with a Vaseline Verified seal.
The culture-driven, social-first movement embraced the idea that the people who use and love Vaseline are at the heart of the brand. By celebrating their creativity and inviting over 450 influencers to co-create content, Vaseline sparked even more of it.
The result? Vaseline amplified the voices of its community, reclaimed relevance and reshaped how Gen Z sees, uses and talks about its products.
“We didn’t go to creators with a brief or invent a brand creator. Instead, we joined and engaged with real conversations of how people were using Vaseline Jelly, not to control them, but to participate authentically,” explains Purnima.
Not only has Vaseline Verified amassed more than 136 million social views since its launch, it’s also won acclaim from the advertising industry. Vaseline Verified dominated at the recent Cannes International Festival of Creativity, winning the Titanium Lion Award plus two Grands Prix, and six Gold and Silver Lions, to become the third most-awarded campaign of the event.
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