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 53.4% estimated Share of Search among lip balm 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 lip balm brands compete with Vaseline?

Vaseline against lip balm brands worldwide, by month

Month	Vaseline	Nivea	Burt's Bees	Carmex	PRLaw
Oct 2025	54%	29.7%	8.9%	7.3%	0.01%
Nov 2025	52.9%	29.2%	10.7%	7.2%	0.01%
Dec 2025	57.1%	25.7%	9.4%	7.7%	0.02%
Jan 2026	54.9%	30.3%	7.4%	7.4%	0.01%
Feb 2026	54.9%	30.2%	7.4%	7.4%	0.02%
Mar 2026	54.9%	30.2%	7.4%	7.4%	0.02%
Apr 2026	55.7%	30.6%	7.5%	6.1%	0.02%
May 2026	50.9%	34%	8.3%	6.8%	0.02%
Jun 2026	53%	35.4%	5.8%	5.8%	0.02%
Jul 2026	44.6%	44.6%	6%	4.9%	0.01%
Aug 2026	53.4%	35.9%	5.9%	4.8%	0.01%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, moved from 2nd to 1st	Vaseline Unilever	53.4%	1M	+21.5%	+8.8 pointsmoved from 2nd to 1st
2, moved from 1st to 2nd	Nivea	35.9%	673K	-18.2%	-8.6 pointsmoved from 1st to 2nd
3, held 3rd	Burt's Bees	5.9%	110K	0%	-0.1 points
4, held 4th	Carmex	4.8%	90.5K	0%	-0.1 points
5, held 5th	PRLaw	0.01%	210	0%	0 points

1.Vaseline
53.4%
Moved from 2nd to 1st. 1M estimated branded searches, +21.5% vs prior month. Share +8.8 points.
2.Nivea
35.9%
Moved from 1st to 2nd. 673K estimated branded searches, -18.2% vs prior month. Share -8.6 points.
3.Burt's Bees
5.9%
Held 3rd. 110K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.Carmex
4.8%
Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.PRLaw
0.01%
Held 5th. 210 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 lip balm brands worldwide decreased from 54% to 53.4%.
Across the 11 months ending August 2026, Vaseline’s estimated Share of Search among lip balm brands worldwide peaked at 57.1% in December 2025 and was lowest at 44.6% in July 2026.

How did search popularity change for lip balm brands worldwide in August 2026?

5 changes

In August 2026, Vaseline overtook Nivea to take the highest estimated Share of Search among lip balm brands worldwide, at 53.4%.
In August 2026, Nivea lost estimated Share of Search among lip balm brands worldwide, from 44.6% to 35.9%.
Carmex’s estimated Share of Search among lip balm brands worldwide has lost ground for 3 months in a row, from 6.8% to 4.8% in August 2026.
Estimated monthly branded searches for Burt's Bees worldwide fell 33.3% over 11 measured months, from 165K to 110K in August 2026.
Estimated monthly branded searches for PRLaw worldwide fell 19.2% over 11 measured months, from 260 to 210 in August 2026.

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%	Show ranking
Lip balm brands	1st of 5	53.4%	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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term