How popular isVaseline in search?

In August 2026, there were an estimated 1M branded searches for Vaseline worldwide which held steady over the last 11 months. Vaseline holds 24.9% estimated Share of Search among body lotion worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Follow Vaseline and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Where does Vaseline compete?

Vaseline is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Body lotion	2nd of 6	24.9%	Shown below
Lip balm brands	1st of 5	53.4%	Show ranking

Which body lotion compete with Vaseline?

Vaseline against body lotion worldwide, by month

Month	Cetaphil	Vaseline	Nivea	Aveeno	E45	Jergens
Oct 2025	53.1%	25.5%	14%	5.1%	1%	1.3%
Nov 2025	52.2%	26.6%	14.7%	4.4%	1.1%	1.1%
Dec 2025	51.3%	28.8%	13%	4.7%	0.96%	1.2%
Jan 2026	52.2%	26.6%	14.7%	4.4%	1.1%	1.1%
Feb 2026	53.5%	25.7%	14.2%	4.2%	1.3%	1%
Mar 2026	54.2%	24.8%	13.6%	5%	1.2%	1.2%
Apr 2026	54.3%	24.8%	13.7%	5%	1.2%	1%
May 2026	54.7%	22.9%	15.3%	4.6%	1.4%	1.1%
Jun 2026	54.8%	23.1%	15.4%	4.6%	1.1%	0.93%
Jul 2026	52.3%	20.6%	20.6%	4.1%	1.2%	1%
Aug 2026	52%	24.9%	16.8%	4.1%	1.2%	1%
Sep 2026	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Cetaphil	52%	2.1M	0%	-0.4 points
2, moved from 3rd to 2nd	Vaseline Unilever	24.9%	1M	+21.5%	+4.3 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Nivea	16.8%	673K	-18.2%	-3.9 pointsmoved from 2nd to 3rd
4, held 4th	Aveeno	4.1%	165K	0%	0 points
5, held 5th	E45	1.2%	49.5K	0%	0 points
6, held 6th	Jergens	1%	40.5K	0%	0 points

1.Cetaphil
52%
Held 1st. 2.1M estimated branded searches, 0% vs prior month. Share -0.4 points.
2.Vaseline
24.9%
Moved from 3rd to 2nd. 1M estimated branded searches, +21.5% vs prior month. Share +4.3 points.
3.Nivea
16.8%
Moved from 2nd to 3rd. 673K estimated branded searches, -18.2% vs prior month. Share -3.9 points.
4.Aveeno
4.1%
Held 4th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
5.E45
1.2%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
6.Jergens
1%
Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Vaseline and its closest rivals

How has branded search demand for Vaseline changed worldwide over the last 12 months?

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Vaseline worldwide held steady at 1M.
Across the 11 months ending August 2026, Vaseline’s estimated Share of Search among body lotion worldwide decreased from 25.5% to 24.9%.
Across the 11 months ending August 2026, Vaseline’s estimated Share of Search among body lotion worldwide peaked at 28.8% in December 2025 and was lowest at 20.6% in July 2026.

How did search popularity change for body lotion worldwide in August 2026?

5 changes

In August 2026, Vaseline overtook Nivea to rank 2nd among body lotion worldwide, at 24.9%.
In August 2026, Nivea lost estimated Share of Search among body lotion worldwide, from 20.6% to 16.8%.
Estimated monthly branded searches for E45 worldwide rose 22.2% over 11 measured months, from 40.5K to 49.5K in August 2026.
Estimated monthly branded searches for Jergens worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026.
Estimated monthly branded searches for Aveeno worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

How is Vaseline measured?

Brandwave collects information about searches that people make online using Vaseline’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term