Vaseline renames itself to ‘Baseline’; plays along after Korean content creator’s viral video garners 36 million views

Vaseline, now humorously rebranded as ‘Baseline’ due to a viral Instagram video by Min Day Lee, celebrates diverse pronunciations globally.

There’s an overload of content and information all around today. To stand out from the crowd, thus is a herculean task. Brands who understand this well embrace social media with open arms, and the latest example is proof.

The humble Vaseline found itself trending unexpectedly, all because of a Korean skincare content creator, Min Day Lee. An Instagram video posted on her page, showing off her Vaseline collection went viral, primarily because of the pronunciation of the brand name as ‘Baseline’. Check it out here:

As the video gained traction, it reached the company itself, who decided to join in the fun. They took to Instagram and announced that they are rebranding themselves to ‘baseline’, exactly how the creator had pronounced it. Vaseline’s India and UK Instagram pages have since changed their display pictures to the new name.

https://www.instagram.com/p/DWRbjdukfDy

Credit: Updated on: Aug 27, 2026, 17:18:52 IST

By Rishabh Suri

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