Vaseline Recognizes Creators in New Digital Series

Vaseline is evolving its role as a product maker to a platform for its community.

Rather than validating trends, the brand wants to turn ideas from the community into real products and recognize the original voices who brought them to life.

“For years, creators have been reimagining what Vaseline jelly can do, often without recognition,” said Nathalia Amadeu, global brand director, Vaseline at Unilever. “This campaign is about giving credit where it’s due: acknowledging, celebrating and rewarding the people behind those ideas. More than a campaign, it signals how we want to build going forward with our community, not just for them.”

Vaseline Originals

Vaseline Originals (OGs) is a first-of-its-kind product line inspired by verified viral hacks and the voices behind them. Developed by Ogilvy Singapore for Unilever’s Vaseline, the campaign flips the script on how beauty products are made, turning real community ideas into actual products.

At the heart of the campaign are two content creators who were among the early voices sharing hacks that helped shape the brand’s newest innovations. In 2008, beauty creator Jen Chae shared a Vaseline brow tamer hack on her blog. Lauren Luke, a YouTube beauty creator, introduced her Vaseline primer hack, making beauty techniques more accessible to everyday users.

Nearly two decades later, their ideas have inspired actual Vaseline products. These include the Vaseline Brow Tamer, inspired by Chae, and Vaseline All-In-One Primer & Highlighter Jelly, inspired by Luke. The campaign recognizes these content creators as Vaseline OGs and acknowledges their role in shaping ideas that have since become part of global beauty culture.

Officials say both products sold out within minutes during their TikTok Live debut on March 30, 2026, featuring both content creators.

“We started with a simple creative provocation: what if the best ideas were never in the boardroom, but already in people’s bedrooms and everyday routines?” asked Nicolas Courant, chief creative officer at Ogilvy Singapore. “We traced how Vaseline was being used in culture back to its origins and found the OG creators who had been shaping these hacks long before they became mainstream. Vaseline Originals is a move from ownership to stewardship, honoring our OG content creators by sharing our success with them.”

Hacks Morph Into a Global Movement

What began as individual beauty hacks has grown into a global movement, with more 3.5 million Vaseline hack-related posts shared online. Officials say this is a testament to the brand’s enduring role in everyday routines and conversations across generations.

The campaign builds on Vaseline Verified, the brand’s award-winning effort that validated hacks shared by thousands and earned multiple Grand Prix awards, including the Titanium Lion at Cannes Lions. Where Vaseline Verified proved what works, Vaseline Originals shines a spotlight on the people behind some of the most popular hacks.

The search for content creators behind other viral Vaseline hacks is ongoing. More individuals will be recognized and certified as Vaseline OGs, bringing more of the community into the brand’s future, officials said.