Unilever-owned beauty brand Vaseline’s latest launch began by building on how people were already using it.After selling out of its debut Vaseline Originals collection in Thailand, the Unilever-owned brand is expanding the limited-edition collection to Singapore and the Philippines in the coming days, where a limited number of the face primer product will be sold exclusively on TikTok Shop.
The expansion comes after the Vaseline Originals campaign was shortlisted in the Titanium category at Cannes Lions 2026. Plans for a larger U.S. launch remain in development for this year, according to the brand.
The first drop included an All-In-One Primer & Highlighter, inspired by the glass-skin Vaseline primer hack popularized on TikTok, and a Brow Tamer Jelly, based on the long-used trick of applying Vaseline to set brows. Both products launched via TikTok Live in Thailand, a major social-commerce market where platforms including TikTok, LINE and Facebook have become key shopping channels for beauty and consumer brands.
The launch gave Vaseline an early commercial proof point. The primer was restocked after the initial sellout, and the brand sold “one product every two seconds” across the first month, according to a brand representative. During the same period, Vaseline Originals products sold four times as much as the brand’s original petroleum jelly. The comparison is not like-for-like on price: In Thailand, original Vaseline petroleum jelly is widely sold as a low-cost staple, with small formats listed around ฿79-฿129, or about $2.40-$3.90. The limited-edition Originals products, meanwhile, are positioned as beauty SKUs; the Brow Tamer Jelly lists on Shopee Thailand for ฿119, or about $3.60.
