Vaseline’s “Bassline” Moment: When Creators Hijacked the Brand’s Feed and Vaseline Joined In

Mumbai, August 27, 2026: What started as a Korean skincare creator’s playful pronunciation of Vaseline has evolved into a viral internet moment, with creators and social media users turning “Bassline” into memes, remixes, and creative interpretations across platforms.

From a Vaseline Collection to a Viral “Bassline” Moment
The trend began when Korean skincare creator Min Day Lee showcased her extensive Vaseline collection and enthusiastically referred to it as “Baseline,” which quickly became “Bassline” across social media. The pronunciation added to the charm, as the Korean language adapts the English “V” sound to a closer local equivalent.

What followed was a wave of internet culture, with users recreating the original format and adding their own creative spins. The trend soon travelled beyond skincare communities, entering Indian social feeds and becoming part of everyday internet conversations.

Instead of simply watching the trend unfold, Vaseline chose to join the conversation. The brand leaned into the moment across its social media, echoing the viral pronunciation with captions such as “BASELINEEEEEEE” and embracing the humour-driven creativity of the community.

Pratik Ved, VP Skincare, Hindustan Unilever: “We didn’t create this moment; the internet did. Our job was to simply show up. ‘Basseline’ is proof that when a brand is genuinely loved, people will remix it in ways no brief could ever imagine, and all we can do is thank them for it. The internet decides. The icons get verified.”

Community Engagement
Taking the viral hijack further, Vaseline has officially validated the consumer-led movement by honoring key creators, including Min Day Lee, as certified ‘Vaseline-Verified Hijack Icons’.

The brand is inviting its wider community to join the movement by creating their own “Bassline” interpretations. Consumers can tag @vaselineindia and use #VaselineHijacked for a chance to be recognised as official ‘Vaseline Verified Hijack Icons’.

With this campaign, Vaseline demonstrates how brands can participate in internet culture by listening to audiences, embracing humour, and allowing consumers to shape the conversation.

About Vaseline
Vaseline, a heritage skincare brand under Hindustan Unilever, is trusted worldwide for its petroleum jelly and skincare innovations. With a strong digital presence and consumer-first approach, Vaseline continues to adapt to evolving beauty trends while staying rooted in its promise of care and protection.