Unilever has become the first foreign company licensed to directly import finished goods into the country. The landmark development was marked by the official launch of Vaseline, Unilever’s world-renowned skincare brand, making high-quality skin health products more accessible than ever to Ethiopian consumers. This follows the Ethiopian Investment Commission’s amendment of Directive No. 1001/2024, which formally opens Ethiopia’s wholesale, retail, import, and export sectors to foreign investors.

This moment reflects the broader impact of Ethiopia’s recent economic reforms, which have begun to reshape trade dynamics and attract global investment by easing import restrictions on finished goods. For the first time, multinational companies like Unilever can bypass traditional import bottlenecks and bring globally trusted brands directly to Ethiopian shelves.

Held in Addis Ababa, the event was more than a typical product launch. It served as a platform to build trust and deepen brand engagement with Ethiopian consumers. Through interactive displays and insightful discussions, attendees were introduced to the full Vaseline product range, with particular emphasis on formulations suited to Ethiopia’s dry air, high altitudes, and varying climates. The experience was thoughtfully designed to establish a strong and enduring connection between the brand and its new market.

“Today is not just a product launch; it’s a celebration of partnership, progress, and our unwavering commitment to the well-being of the Ethiopian people,” stated Nesibu Temesgen, General Manager of Unilever Ethiopia. “The opportunity to directly import Vaseline is a game-changer for us and, more importantly, for Ethiopian consumers. It underscores our dedication to this dynamic market and our promise to provide products that truly make a difference in people’s lives.”

For over a century, Vaseline has stood as a beacon of skin health, from its iconic Vaseline Petroleum Jelly to its comprehensive Intensive Care lotions. These products, known globally for their ability to heal, restore, and protect, will now be readily available across Ethiopia’s diverse communities.

The launch introduces Vaseline’s advanced lotion formulations directly to consumers. Vaseline lotions eliminate the need for extra oils, simplifying and improving skincare routines. They save time and reduce costs, offering a premium solution widely available across Ethiopia starting at ETB 80 for Petroleum Jelly and ETB 300 for Lotions.