E45 vs Vaseline:Which is more popular by branded search?
In August 2026, Vaseline had more branded searches than E45 among body lotion worldwide. Vaseline was estimated to have 1M branded searches compared to E45’s 49.5K, and held a 24.9% Share of Search versus E45’s 1.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, E45 or Vaseline?
Compare the body lotion people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Vaseline, E45. The figures are in the table below the chart.
View monthly share of search table
| 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 | — | — | — | — | — | — |
How has the E45 and Vaseline comparison changed over the last 12 months?
3 findings
- Vaseline was ahead of E45 in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, E45’s estimated Share of Search among body lotion worldwide moved from 1% to 1.2%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 11 months ending August 2026, Vaseline’s estimated Share of Search among body lotion worldwide moved from 25.5% to 24.9%, and its estimated monthly branded searches held steady at 1M.
How did search popularity change for body lotion worldwide in August 2026?
2 changes
In August 2026, Vaseline overtook Nivea to rank 2nd among body lotion worldwide, at 24.9%.
Estimated monthly branded searches for E45 worldwide rose 22.2% over 11 measured months, from 40.5K to 49.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using E45’s and Vaseline’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.