VASELINE, a lubricant with a wide variety of uses, seems to be once again rising in popularity, particularly among young beauty fans.
All it took was a beauty trick originating in South Korea to transform this petroleum jelly into a contemporary everyday staple, more than 150 years after its creation. Incredible, but true.
What do you think of when you hear the word 'Vaseline'?
This petroleum jelly, invented by American chemist Robert Chesebrough and patented in 1872, has been used for more than 150 years in a wide range of applications, from crafts to mechanics to medicine, but is not generally regarded as a beauty must-have by younger generations.
At least not for most of them. Marketed in dozens of countries, Vaseline has in the past been associated with sexual intercourse although it is not intended for this purpose and professionals caution against such use.
During the Covid-19 pandemic, it started getting a new lease on life as many individuals started (re)discovering it as a toiletries essential.
As we all know, the pandemic has considerably changed consumer habits in many sectors.
In beauty, there has been a return to the essentials, to authenticity, and to natural beauty, with an emphasis on familiar, trusted and accessible products, often taken from the medicine cabinets of our grandparents.
A phenomenon that has made Vaseline an essential part of our beauty routine... some 150 years after it first appeared. The virtues of petroleum jelly for the skin are not new.
Whether it's used as a topical substance for minor skin issues or to fight dryness and skin cracking, it has certainly developed its fans. But it is well and truly through social media, TikTok to start with, that this mineral jelly has been taken to another level among young consumers.
1.7 billion views on TikTok
This bathroom staple, with its history dating back a century and a half has become a beauty essential adored by all beauty addicts.
In fact, Vaseline's success is such that on TikTok the hashtag associated with the product now has no less than 1.7 billion views, with a host of techniques and beauty tips prized by users around the world.
And if it features in tips that are sometimes totally unexpected, such as the one that advises using Vaseline to smell good longer, it is undoubtedly the art of slugging that has truly propelled the product to peak levels.
For anyone who doesn't know, slugging is a beauty trend straight out of K-beauty that helps fight against dry skin.
This technique, which has been given a not-very-attractive name, involves applying a thick layer of Vaseline to the face, leaving it on for as long as possible (all night for best results), to moisturise the skin in depth.
Proponents claim that this technique helps put an end to redness and itching. The hashtag associated with this method has already been seen nearly 800 million times, showing users' interest in a product that is 150 years old.
The phenomenon is such that it has spread to other parts of the body with 'nail slugging' and 'hair slugging,' while Vaseline has even been referred to as a miracle product by some, a key element in their quest for 'eternal youth’.
@alessyafarrugia how i wake up w glowy skin✨ @vaselinebrand #vaseline #vaselinepartner #slugging #ad ♬ Chill Vibes - Tollan Kim
The fact remains that within the space of just a few months petroleum jelly has turned into a beauty essential that everyone – or almost everyone – is snapping up.
According to Women's Wear Daily (WWD), it's so successful that the market for branded Vaseline is expected to exceed US$651 million (about RM2.847 billion) by 2027. Enough to get other sectors paying attention to this time-old but newly trending beauty product.
A step into fashion?
After the beauty industry, can Vaseline catch on in the fashion world? It's hard to see a link between this translucent jelly and the glamour of the catwalk, and yet... it could make its entrance on the catwalk very soon.
A post from the prestigious label JW Anderson has given rise to rumors about a potential collaboration between the designer label and Vaseline.
The brand recently deleted all its posts on Instagram except two: a first one announcing a big launch to come, characterized by a loading symbol, and a second one showing simply a jar of Vaseline.
That's all it took to get commenters on Instagram excited and start debating rumors regarding a potential collaboration between the label and the iconic petroleum jelly brand.
At this point, it's difficult to imagine what the fruit of such an association could look like, with some people even suggesting the account has rather been hacked.
Of course, the creative geniuses of fashion always know how to surprise us with bold, unexpected moves so we're looking forward to finding out more. – ETX Daily Up, January 11, 2023
