How popular isVaseline in search?

In September 2026, there were an estimated 1.5M branded searches for Vaseline worldwide which is up 11.7% over the last 12 months. Vaseline holds 62.1% estimated Share of Search among body care brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which body care brands compete with Vaseline?

Vaseline against body care brands worldwide, by month

Month	Vaseline	Bio-Oil	Aveeno	Trilogy	Palmer's
Oct 2025	56.8%	18.7%	13.8%	6.9%	3.8%
Nov 2025	64.9%	15.2%	12.2%	4.6%	3.1%
Dec 2025	62.2%	16.1%	13.7%	4.8%	3.2%
Jan 2026	60.1%	16.7%	13.8%	6.1%	3.4%
Feb 2026	57.1%	19.5%	13.6%	5.9%	3.9%
Mar 2026	55.7%	19.2%	15.4%	5.8%	3.9%
Apr 2026	55.7%	19.2%	15.4%	5.8%	3.9%
May 2026	52.1%	21.5%	15.5%	6.5%	4.3%
Jun 2026	52.1%	21.5%	15.5%	6.5%	4.3%
Jul 2026	51.9%	21.4%	16%	6.4%	4.3%
Aug 2026	58.4%	16.5%	15%	6%	4.1%
Sep 2026	62.1%	15%	13.7%	5.5%	3.7%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Vaseline Unilever	62.1%	1.5M	+16.9%	+3.7 points
2, held 2nd	Bio-Oil	15%	368K	0%	-1.5 points
3, held 3rd	Aveeno	13.7%	336K	0%	-1.3 points
4, held 4th	Trilogy	5.5%	135K	0%	-0.5 points
5, held 5th	Palmer's	3.7%	90.5K	0%	-0.4 points

1.Vaseline
62.1%
Held 1st. 1.5M estimated branded searches, +16.9% vs prior month. Share +3.7 points.
2.Bio-Oil
15%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -1.5 points.
3.Aveeno
13.7%
Held 3rd. 336K estimated branded searches, 0% vs prior month. Share -1.3 points.
4.Trilogy
5.5%
Held 4th. 135K estimated branded searches, 0% vs prior month. Share -0.5 points.
5.Palmer's
3.7%
Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare search popularity between Vaseline and its closest rivals

Every comparison with Vaseline

11 comparisons

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

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Vaseline worldwide rose from 1.4M to 1.5M.
Across the 12 months ending September 2026, Vaseline’s estimated Share of Search among body care brands worldwide increased from 56.8% to 62.1%.
Across the 12 months ending September 2026, Vaseline’s estimated Share of Search among body care brands worldwide peaked at 64.9% in November 2025 and was lowest at 51.9% in July 2026.

How did search popularity change for body care brands worldwide in September 2026?

5 changes

In September 2026, Vaseline gained estimated Share of Search among body care brands worldwide, from 58.4% to 62.1%.
In September 2026, Bio-Oil lost estimated Share of Search among body care brands worldwide, from 16.5% to 15%.
In September 2026, Aveeno lost estimated Share of Search among body care brands worldwide, from 15% to 13.7%.
In September 2026, Trilogy lost estimated Share of Search among body care brands worldwide, from 6% to 5.5%.
Palmer's’ estimated Share of Search among body care brands worldwide has lost ground for 3 months in a row, from 4.3% to 3.7% in September 2026.

Where does Vaseline compete?

Vaseline is ranked in four 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	29.2%	Show ranking
Lotion Pump brands	1st of 3	51.3%	Show ranking
Lip balm brands	1st of 5	53.2%	Show ranking
Body care brands	1st of 5	62.1%	Shown above

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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms