Vaseline was founded more than 150 years ago and has turned into a top performer of late for parent company Unilever, having seen an 11% compounded annual growth rate over the last four years, becoming a billion dollar brand and growing volume more than 10% in both 2024 and the first half of 2025. The brand also serves as a template for the CPG giant’s portfolio. “It has been on a remarkable journey, pioneering the kind of desire at scale thinking we want now to replicate across all our brands,” said CEO Fernando Fernandez on Unilever’s Q2 2025 earnings call. Executives attribute Vaseline’s renewal to a combination of product innovation that taps into trends in a transforming body care space and strong marketing that follows Unilever’s intensifying focus on social-first and culturally-rooted efforts. The brand inserting itself into TikTok trends around nighttime routines, is one recent example. “We reallocated our budget to lean much more into creator-led content, as Unilever calls it, leaning more into creators, influencers, [user-generated content] to tell the brand story a bit more, versus only being led by the brand,” said Kate Godbout, head of Vaseline brand for North America.