Vaseline

Vaseline is one of the few mass skincare brands that still carries real generational memory while staying commercially nimble enough to keep re-entering new beauty conversations. Under Unilever, the name still anchors itself to more than 150 years of skin-protection credibility, but the modern play is wider than petroleum jelly nostalgia. Lotions, lip care, body serums, and treatment-led categories now carry the brand into a more image-conscious market.

That is exactly why the 2026 body-care push with Jennie landed. Vaseline named her the first global ambassador for its body-care line, using the partnership to make everyday hydration feel more fashion-aware and globally visible without pretending the brand had become luxury overnight. It was a smart move because Jennie brought aspiration, while Vaseline still brought the trust and scale that only a giant legacy label can supply.

The brand also sits closer to the K-beauty retail conversation than people sometimes expect. Distribution through channels connected to Olive Young keeps Vaseline present in the same shopping environments where Korean beauty discovery happens every day. That makes it a useful bridge brand between practical skincare utility and the culture-led beauty economy HITKULTR keeps tracking.