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. 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.

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…

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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. 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. 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. 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. Vaseline is enjoying strong growth across its portfolio – from the iconic original Healing Jelly and ever-popular Intensive Care lotions to newer innovations.

The original wonder jelly can be used on dry skin, stressed skin, and sensitive skin to protect it from windburn or chappingVaseline exists to give every body healthy skin to live without limits. Since 2015, the brand has partnered with the humanitarian organisation Direct Relief on the Vaseline Healing Project. Through this, Vaseline provides dermatological care, medical supplies, products, health care worker training, and patient education to help heal the skin of millions affected by emergencies and poverty around the world.