JENNIE Named the New Face of Vaseline
JENNIE has officially been named the new global ambassador for Vaseline, marking a historic moment for the skincare brand.
The announcement was made on May 20, with Vaseline confirming that JENNIE will lead global campaigns for the brand’s body care division, including its popular Gluta-Hya and Pro Derma product lines. According to multiple reports, this is the first time in Vaseline’s 150-year history that the company has appointed an official global ambassador.
Vaseline’s First-Ever Global Ambassador
Vaseline explained that JENNIE was selected due to her massive global influence across music, fashion, and beauty, as well as her reputation for healthy and radiant skin. The partnership signals a major shift in Vaseline’s marketing strategy as the company expands further into premium beauty and body care branding.
In official campaign materials, JENNIE appears promoting Vaseline’s advanced body care collections, with visuals centered around glowing skin, hydration, and self-confidence.
The campaign particularly focuses on:
- Vaseline Gluta-Hya
- Vaseline Pro Derma body care lines
JENNIE Shares Her Personal Body Care Routine
As part of the announcement, JENNIE also discussed her personal skincare and body care habits.
In a press statement, she explained that body care is just as important to her as hair care and facial skincare. She mentioned enjoying sauna sessions and cold plunges before using moisturizing lotion to maintain hydrated and glowing skin.
JENNIE specifically highlighted Vaseline’s Gluta-Hya line as one of her favorite products because of its lightweight texture and moisturizing effect.
The comments quickly spread across social media, with fans praising how naturally the partnership fits JENNIE’s beauty image and luxury branding.
Fans React to the Unexpected Collaboration
The collaboration immediately became a major talking point online, partly because Vaseline is viewed as such a globally familiar everyday brand.
Fans across Reddit, X, Instagram, and Korean online communities reacted with surprise and excitement after the announcement. Many joked that JENNIE’s influence could now make even Vaseline products sell out worldwide.
Others praised the campaign for making JENNIE appear more relatable compared to her many luxury fashion endorsements. Some fans noted that partnering with an accessible household skincare brand gives the campaign a very different image from her usual luxury ambassador roles.
Online discussions also highlighted how Vaseline products are especially popular across Asian beauty markets, including South Korea, China, and Southeast Asia, where brightening and moisturizing body care products continue seeing strong demand.
Expanding JENNIE’s Global Brand Influence
The Vaseline partnership adds another major global campaign to JENNIE’s already extensive ambassador portfolio.
Over the past few years, JENNIE has become one of the most influential celebrity ambassadors in fashion and beauty, working with luxury brands across cosmetics, jewelry, fashion, and technology. Industry analysts frequently point to her strong social media engagement and global fanbase as key reasons brands continue investing heavily in campaigns centered around her image.
The new Vaseline campaign further demonstrates how K-pop stars are increasingly becoming central figures in worldwide beauty and lifestyle marketing strategies.
Final Thoughts
JENNIE becoming the new face of Vaseline marks one of the brand’s biggest celebrity partnerships ever.
By selecting BLACKPINK’s global superstar as its first official global ambassador, Vaseline is clearly aiming to modernize its image while expanding deeper into the global beauty and body care market. At the same time, the collaboration once again proves JENNIE’s enormous influence across both luxury and everyday consumer brands.