- Vaseline has named Jennie its first-ever Global Ambassador for its Body Care Collection, marking the brand's biggest ambassador appointment to date at the global level.
- The partnership focuses on two key lines: Gluta-Hya, a lightweight high-performance hydration range, and Pro Derma, a ceramide-powered collection co-developed with skincare professionals targeting dryness and dullness.
- Jennie's debut campaign launches this month, spotlighting her personal body care rituals including sauna sessions and cold plunges, positioning body care as a full lifestyle practice.
- The deal deepens Jennie's already stacked 2026 brand portfolio, which includes Ray-Ban, Beats by Dre, Adidas, and Chanel.
Vaseline, the Unilever-owned heritage beauty brand, has named South Korean singer Jennie its Global Ambassador for its Body Care Collection. This makes Jennie the brand’s first-ever global ambassador for the body care category.
Jennie will front campaigns across key markets, spotlighting Vaseline’s Gluta-Hya range, which combines high-performance ingredients with lightweight textures, and its Pro Derma collection, targeting dryness and dullness.
The Gluta-Hya lineup is led by the Dewy Radiance Serum Burst Lotion, powered by the brand’s GlutaGlow technology, while Pro Derma is anchored by the Moisturising Repair Cream for Body & Face, driven by a Pro-Ceramide Complex.
Jennie’s debut campaign launches this month and focuses on her personal body care routine, highlighting the rituals behind her hydrated skin and the role body care plays in her daily confidence.
On the brand side, Vaseline has previously worked with U.S. Olympic gymnast Jordan Chiles as ambassador for its Pro VitaB3 Serum-Burst Lotion in 2024 and actress Regina King for skincare equity campaigns in the U.S., and former IZ*ONE member Kang Hye-won as the face of Vaseline Korea’s Lip Therapy line in 2024.
Jennie, 30, boasts 89 million Instagram followers and 23.8 million on TikTok. She rose to fame as a member of BLACKPINK and has released several solo hits including “Like Jennie,” “Mantra,” and “Handlebars.” She also dropped her debut solo album Ruby in March 2025.
On the endorsement front, Jennie was named Global Brand Ambassador for Ray-Ban and Ray-Ban Meta and Beats by Dre dropped a new Jennie Special Edition Solo 4 in Onyx Black in April 2026. She also partnered with Beams T on a limited photo tee capsule drop.
Takeaways
This move is bigger than a skincare contract. Vaseline appointing Jennie as its first-ever global body care ambassador signals a clear shift in strategy, the 130-year-old brand is actively chasing cultural relevance and Gen Z wallet share, and Jennie is one of the few figures who can deliver both simultaneously.
With 89 million Instagram followers and a 2026 brand roster that reads like a luxury fashion week guest list, Jennie isn’t just a spokesperson, she’s a conversion engine.
For Vaseline, pairing a functional, drugstore-accessible product with K-pop’s reigning “It Girl” is a calculated move to elevate body care from an afterthought to a full beauty ritual, and position the brand’s Gluta-Hya and Pro Derma lines as premium alternatives in a category that’s quietly heating up.
Does Jennie’s positioning as a “luxury fashion icon” risk creating a disconnect with Vaseline’s mass-market, drugstore identity or is that contrast exactly the point? Could this deal signal Vaseline’s intent to aggressively expand into the K-beauty and Asian skincare market, where body care rituals carry significantly more cultural weight?
