Vaseline has expanded its product range with two new beauty items inspired by viral social media beauty routines, marking the latest phase of the brand’s strategy to transform user-generated hacks into commercial products and wider brand partnerships. The launches follow the success of its Vaseline Verified campaign, which helped accelerate consumer engagement and contributed to strong double-digit growth for the skincare brand.
The new products, introduced under the Vaseline Originals line, include an all-in-one primer and highlighter stick alongside a brow styling jelly. Both products were developed from beauty techniques that consumers have shared online for years using traditional Vaseline Petroleum Jelly. The collection made its debut through TikTok Shop in Thailand, where initial and restocked supplies sold out shortly after launch, highlighting strong demand for creator-led beauty products.
The product expansion reflects Unilever’s broader strategy of building brands around consumer behaviour rather than traditional advertising alone, Brandspur Brand News reports. Instead of creating entirely new beauty concepts, Vaseline has adapted widely used skincare routines into dedicated products designed for modern makeup and beauty applications.
The primer and highlighter jelly offers consumers an easier way to recreate the popular “glass skin” look that has become a major skincare trend across social media platforms. Meanwhile, the brow styling jelly packages another long-standing Vaseline beauty hack into a dedicated applicator intended for shaping and setting eyebrows.
To support the launch, the company collaborated with established beauty creators whose online tutorials helped popularise many of the original hacks. The campaign also featured live shopping events on TikTok, reflecting the growing importance of social commerce in driving beauty sales across Asia.
Beyond cosmetics, Vaseline has also extended its community-led marketing into sports by formally embracing another long-standing consumer use of its petroleum jelly. Research commissioned by the company found that many marathon runners rely on the product to reduce skin friction during long-distance races.
Building on that insight, Vaseline partnered with the 2026 London Marathon as its official nipple protection sponsor, supplying products to thousands of runners and establishing dedicated support stations along the race route. Similar activations have also been rolled out across several international running events, including races in Barcelona, Singapore, Sydney, Rotterdam, Hong Kong and Caracas.
Rather than focusing on conventional sponsorship branding, the campaign centred on providing practical support where runners needed it most, while also expanding conversations through social media creators, online communities and running clubs.
The company’s latest initiatives build on the momentum generated by the Vaseline Verified campaign, launched in 2025 to scientifically assess popular online beauty and lifestyle hacks involving the product. Successful tips were officially endorsed after undergoing testing by Unilever’s research teams, helping strengthen consumer confidence while amplifying creator content.
That strategy has continued to deliver commercial and industry recognition. At the 2026 Cannes Lions International Festival of Creativity, Vaseline Originals received six awards, while the broader Vaseline Verified campaign earned six additional Lions. Across all categories, Vaseline collected 20 Cannes Lions, underlining the effectiveness of its social-first marketing approach.
The latest product launches demonstrate how established consumer brands are increasingly turning digital communities into innovation hubs, using real-world consumer behaviour to shape future products, partnerships and marketing strategies as competition intensifies across the global beauty industry.
