But beauty trends aren’t the only reason for Vaseline’s lasting popularity. Its longstanding purpose, premium product innovations, digital evolution and well-timed entry to new markets all add up to a winning formula – along with many years of affection. Here are five factors behind Vaseline’s 15 decades of success… Vaseline Original Petroleum Jelly is the original skin protectant that's been used to protect and help heal dry skin since 1870. The original petroleum jelly from Vaseline is triple-purified, hypoallergenic and dermatologically tested, and is ideal for a multitude of uses, including as a moisturiser for sensitive skin or as a lip balm. In the US, for example, Vaseline made equity a vital element of its brand purpose. In 2020, the brand launched its ‘Equitable Skin Care for All’ initiative, partnering with Medscape to better equip dermatologists and medical practitioners to accurately treat, diagnose and care for melanin-rich skin.

This can rejuvenate visibly dry skin and help reduce the appearance of fine, dry lines. Vaseline jelly creates a protective barrier that shields the skin against environmental factors such as windburn, and has been used for over 100 years to protect minor cuts, scrapes, and burns. That said, we would be remiss not to share that these tubs are typically too large for the standard bathroom. As discussed in our article on selecting the correct size tub, you'll need an additional 6 inches in length, and 12 inches in depth, pushing the minimum size space required to 78" x 52". Given that this is such a large space, we typically recommend a 67"tub or 60" tub for those working within niche spaces.

Pharmacy product

Vaseline has been part of skincare routines for more than a century. What started with a little pot of skin-healing jelly has since expanded to a portfolio including lip balms, body lotions, deodorants, hand creams and more – all carrying the Vaseline name, and with it decades of trust from generations of users. The programme aims to triple its reach from 1 million to 3 million people per year by 2030. Vaseline’s purpose is able to successfully drive growth because it is articulated in a way that is locally relevant while remaining consistent around the world. Fast-forward a century and a half and, once again, Vaseline is seeing a sustained surge in sales thanks in part to a new demographic of skincare enthusiasts extolling its virtues – this time on social media. A viral trend known as ‘slugging’, where beauty fans sleep with their face covered in Vaseline Jelly and wake to a radiant complexion, has inspired devotion among legions of Generation Z followers. In August 2022, the hashtag #Slugging had more than 415 million views on TikTok alone, with countless users celebrating the benefits of Vaseline’s glow-giving powers.

Vaseline is also working with healthcare tech startup HUED to connect patients with medical professionals who understand their cultural, physical and mental health needs. Through this partnership, Vaseline co-created a search tool to help people identify dermatologists of colour and those experienced in treating melanin-rich skin. Vaseline and HUED also worked with VisualDx’s clinical decision support system to create See My Skin, (Opens in a pop-up window Whether your concern ranges from acne scars, pimples & blemishes, sunburn & sun damage, tattoo aftercare, diaper rash, menopausal skin or dry and itchy skin, at Vaseline we have expert advice and product ranges to help to heal, protect and moisturise your skin. It all started with the Original Petroleum Jelly, the dermatologically tested original skin protectant that's been used to protect and help heal dry skin since 1870. Our Lip Care range provides a lip barrier, softening, soothing and helping to repair dry skin. Intensive Care Body Lotions heal and revitalise dry, dull skin with replenishing oils leaving a healthy glow.Find out how we’re taking action on the issues affecting the world through the Unilever Compass, while helping our business grow View Planet & Society Vaseline has been a vital addition to bathroom cabinets, make-up bags and first-aid kits for 150 years – but age certainly isn’t slowing it down. In fact Vaseline is one of the fastest-growing brands in Unilever.

This SPF lip balm is dermatologist recommended and suitable for use by those with sensitive skin and for baby care. Vaseline is a fragrance-free, hypoallergenic moisturiser that is non-irritating and non-comedogenic (it won’t clog your pores).

Pharmacy product

Beloved for its ability to gently soothe, smooth and heal skin, this enduring brand has come a long way since Brooklyn-based chemist Robert Chesebrough patented the process of making purified petroleum jelly. In his patent application, he mentioned that his product could be used to treat chapped hands and as a hair pomade. But Vaseline really took off when women began applying the affordable product to lashes, lips and skin – and evangelising about the results to their friends.

A breakthrough innovation from our experts that’s been introduced to Vaseline is our Pro Derma technology. It allows skin-nourishing ingredients to penetrate deep into the epidermis to rebuild and restore ceramides – the ‘glue’ which regulates the skin’s natural barrier. Pro Derma is clinically proven to double the skin barrier’s strength from its first use.

The brand’s Pro Derma line is one such example, featuring cutting-edge technology developed in Unilever labs. Across the business, we have a team of Research & Development specialists, including over 200 PhDs, working on skincare science to ensure our brands deliver superior benefits.