Brandwave

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 36.5% estimated Share of Search among body lotion worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Vaseline36.5%
  2. Nivea26.6%
  3. Cetaphil23.9%
  4. Aveeno8%
  5. Jergens2.5%
  6. E452.4%
Vaseline website (opens in a new tab)

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 three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Body lotion1st of 636.5%Shown below
Lip balm brands1st of 453.2%Show ranking
Body care brands1st of 562.1%Show ranking

Which body lotion compete with Vaseline?

Vaseline against body lotion worldwide, by month

Share of Search by month for Vaseline, Nivea, Cetaphil, Aveeno, Jergens, E45. The figures are in the table below the chart.

View monthly share of search table
MonthVaselineNiveaCetaphilAveenoJergensE45
Oct 202534.8%26.2%25.5%8.5%2.5%2.6%
Nov 202537.4%27.8%23.8%7%2%1.9%
Dec 202538.8%26.4%22.3%8.5%2.2%1.8%
Jan 202635.1%26.2%26.4%8%2.1%2.1%
Feb 202634.5%26.6%26.2%8.2%2.3%2.2%
Mar 202631.7%24.6%29.6%8.8%2.3%3%
Apr 202631.9%24.8%29.9%8.8%2.1%2.4%
May 202630.4%27.5%27.9%9.1%2.4%2.8%
Jun 202630.7%27.1%28.2%9.2%2.2%2.5%
Jul 202628.2%32%25.9%8.7%2.3%2.9%
Aug 202632.9%28.7%25.2%8.5%2.2%2.5%
Sep 202636.5%26.6%23.9%8%2.5%2.4%

  1. 1.Vaseline

    36.5%

    Held 1st. 1.5M estimated branded searches, +16.9% vs prior month. Share +3.6 points.

  2. 2.Nivea

    26.6%

    Held 2nd. 1.1M estimated branded searches, -2.2% vs prior month. Share -2.1 points.

  3. 3.Cetaphil

    23.9%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share -1.3 points.

  4. 4.Aveeno

    8%

    Held 4th. 336K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Jergens

    2.5%

    Moved from 6th to 5th. 106K estimated branded searches, +20.5% vs prior month. Share +0.3 points.

  6. 6.E45

    2.4%

    Moved from 5th to 6th. 101K estimated branded searches, +2% vs prior month. Share -0.1 points.

Compare search popularity between Vaseline and its closest rivals

Every comparison with Vaseline

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

  • 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 lotion worldwide increased from 34.8% to 36.5%.
  • Across the 12 months ending September 2026, Vaseline’s estimated Share of Search among body lotion worldwide peaked at 38.8% in December 2025 and was lowest at 28.2% in July 2026.

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

  1. In September 2026, Vaseline gained estimated Share of Search among body lotion worldwide, from 32.9% to 36.5%.

  2. In September 2026, Nivea lost estimated Share of Search among body lotion worldwide, from 28.7% to 26.6%.

  3. In September 2026, Cetaphil lost estimated Share of Search among body lotion worldwide, from 25.2% to 23.9%.

  4. Aveeno’s estimated Share of Search among body lotion worldwide has lost ground for 3 months in a row, from 9.2% to 8% in September 2026.

  5. In September 2026, Jergens rose from 6th to 5th among body lotion worldwide.

  6. In September 2026, E45 fell from 5th to 6th among body lotion worldwide.

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

  • vaseline
  • vaseline body lotion
  • vaseline lotions
  • vaseline rosy lips

How the Brand Demand Index is measured

Who owns Vaseline?

Vaseline is owned by Unilever. Brandwave also tracks Liquid I.V., Ben & Jerry's, Continental, Dove, Dr. Squatch, Lipton, Lux, Lynx, Magnum, Omo, Persil, Sunlight, TRESemmé and Wild, owned by the same company, worldwide.

Do you work for Vaseline? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

Is Vaseline your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free