A skincare video usually has a short life on social media. You watch it, pick up a product recommendation and move on.
But one Korean creator’s pronunciation turned a familiar skincare brand into an internet joke. She called Vaseline “Baseline”, millions watched, and then Vaseline itself decided to play along.
The result was a temporary social media makeover, a mock rebrand and a new “CEO” who did not even have to sit for an interview.
Here is how the Baseline story unfolded.
How It Started
The story began with South Korean content creator Min Day Lee, who posts skincare and beauty content on social media.
In an Instagram video, Lee showed her collection of Vaseline products. But instead of pronouncing the brand as “Vaseline”, she repeatedly said something that sounded closer to “Baseline”.
Her caption said, “I just love Vaseline.”
The pronunciation quickly became the focus of the video. According to NDTV, the Instagram post crossed 38 million views. Other reports put the figure at more than 36 million around the same time.
Soon, viewers were asking the obvious question: Why was she saying “Baseline”?
So, Why ‘Baseline’?
Lee later posted another video explaining the pronunciation.
The reason was linguistic, rather than a deliberate attempt to rename the product.
Korean does not have the English /v/ sound as a native sound. When English words containing that sound are adapted into Korean, it can be represented by a sound closer to “b”. Linguistic research on Korean loanword adaptation also documents how English /v/ is adapted in Korean.
That helps explain why “Vaseline” could sound like “Baseline” when Lee said it.
Lee also gave other examples of English words where the “V” sound can be adapted differently in Korean.
What began as a pronunciation difference then became something much bigger online.
People started repeating “Baseline”, making their own videos and using the word in comments.
And Vaseline noticed.
Vaseline Joined The ‘Baseline’ Joke
Instead of correcting Lee, Vaseline decided to join the joke. The official Vaseline Instagram account called her “THE QUEEN”, while Vaseline India also responded to the viral moment.
The brand then took things a step further by temporarily changing its social-media identity to “Baseline” and posting a tongue-in-cheek announcement about the supposed rebrand. Vaseline's mock statement said the change was effective immediately, while joking about the viral video that prompted it.
But the joke did not stop there. Vaseline gave Lee credit for the viral moment and jokingly appointed her “CEO of Baseline”, saying she got the role without an interview.
The “rebrand” was a social-media stunt, not a permanent change to the company's brand name. The brand used the moment to play with the different ways its name can be pronounced around the world.
From ‘Baseline’ To A Viral Social Media Moment
What started as Min Day Lee’s pronunciation of Vaseline quickly became a viral social-media moment. Instead of correcting her, the brand decided to play along.
Vaseline temporarily used “Baseline” across its social-media presence and posted a mock announcement about the supposed rebrand. The joke also included a line about the product remaining the “same tub, same jelly”.
The brand then took it further by jokingly appointing Lee “CEO of Baseline”, saying she got the role without an interview.
However, this was not a permanent change to Vaseline’s name. The “Baseline” identity was part of the brand’s social-media response to Lee’s viral pronunciation.
The moment turned a simple difference in pronunciation into a playful exchange between a global skincare brand and the Korean creator who sparked the trend.
TL;DR | News At a Glance
What happened?
Min Day Lee’s pronunciation of Vaseline as “Baseline” went viral.
Why did she say “Baseline”?
The pronunciation was linked to how the English “V” sound is adapted in Korean.
How did Vaseline respond?
The brand joined the joke and temporarily used “Baseline” on social media.
Did Vaseline really change its name?
No. It was a temporary social-media stunt.
Who became “CEO of Baseline”?
Min Day Lee, whom Vaseline jokingly appointed to the role.
