Face care is undergoing a transformation. Routines are becoming lighter, textures less dense, and expectations more nuanced. Consumers are moving away from thick creams in favour of moisturisers that offer hydration without heaviness. Products that feel like a part of your skin and not something layered on top of it.
These shifting trends are driven by climate, lifestyle, and an evolving understanding of how facial skin behaves. It loses water faster, encounters more external stress, and often reacts poorly to residue-heavy products.
Our new Vaseline Cloud Soft Light Moisturiser was created for this new rhythm of care. Designed specifically for the face, it brings together deep hydration, and a weightless, soft touch feel, delivering efficacy without presence.
With this launch, Vaseline expands beyond its trusted body care credentials and enters the face care category with intent: to bring moisturisation that’s powerful, breathable, and suitable for daily facial use.
Knowing what facial skin needs
Face and body are not built the same. The skin on the face is thinner, exposed to more environmental stress, and more prone to dryness and irritation. It heals differently, reacts faster, and asks for care that respects its pace.
Cloud Soft was designed with this in mind. The formulation draws on Ceramides and Hyaluron Fillers – two ingredients known for their ability to replenish moisture and strengthen the skin barrier. The result is a moisturiser that doesn’t coat the skin.
In a clinical study conducted in India on Indian skin in January 2025, the product:
- Delivered 100 hours of moisturisation
- Reduced dryness by 99% within 30 minutes
- Strengthened the skin barrier for 72 hours
- Restored visible damaged barrier from the first use
- Doubled skin softness in measurable terms
Leaving texture with no trace
People who tried Cloud Soft often reached for the same metaphor. It felt, they said, like a cloud in a jar. There’s no better way to describe the experience: soft on contact, quick to absorb, free of residue or weight.
Designing this texture was a deliberate process. Our R&D team spent weeks refining what they called ‘weightless technology,’ a sensorial profile that disappears on the skin, yet continues to act beneath it.
We knew the performance had to be clinical, but the feel had to be emotional. A moisturiser this light, with 10X more hydration and 100 hours of moisturisation, doesn’t happen by chance—it’s engineered.
Dr Supriya Punyani, Head, Beauty & Wellbeing R&D, HUL
With packaging that reflects the formula
If a product claims lightness, the packaging must say so too, without words. Vaseline Cloud Soft is the first skincare product in India to use gradient cold foil for reverse-printed shrink sleeves, a technique that creates a soft metallic glow across the jar. This effect is subtle, but precise. The light doesn’t bounce but lingers. A metallic ring around the cap adds one final detail, completing the visual language. These elements came from the same collaborative effort that shaped the formula, where design, R&D, supply chain, and suppliers work with shared intent.
What this launch represents, and what it doesn’t
This is Vaseline’s entry into face care, yes. But it is also a signal of the kind of brand Vaseline is becoming – responsive to consumer behavioural shifts and willing to lead with both clinical substance and sensorial intuition.
Cloud Soft doesn’t announce itself. It doesn’t need to represent anything but itself. It offers hydration without heaviness, softness without residue, and design without noise.
It does its work gently, and it stays.