Unilever launches Vaseline in Ethiopia, paving way for imports

ETHIOPIA – Unilever has officially launched its iconic Vaseline skincare brand in Ethiopia, marking the first time a foreign company has been licensed to import finished goods into the country directly. 

This development not only introduces a globally trusted brand to Ethiopian consumers through formal channels but also marks a pivotal shift in the nation’s trade policy.

The launch follows the Ethiopian Investment Commission’s amendment of Directive No. 1001/2024, a reform that liberalizes the wholesale, retail, import, and export sectors to foreign investors. 

This regulatory breakthrough enables multinational companies, such as Unilever, to bypass traditional import bottlenecks and engage directly with the Ethiopian market. 

For Unilever, the opportunity to import Vaseline products without intermediaries is a game-changer, streamlining supply chains, ensuring product authenticity, and enhancing consumer trust.

Nesibu Temesgen, General Manager of Unilever Ethiopia, stated, “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.”

“The opportunity to directly import Vaseline is a game-changer for us and, more importantly, for Ethiopian consumers.”

He added, “It underscores our dedication to this dynamic market and our promise to provide products that truly make a difference in people’s lives.”

According to Unilever, the Vaseline range, starting at ETB 80 for petroleum jelly and ETB 300 for skincare lotions, will be distributed through a network of 53 distributors, reaching approximately 100,000 retail outlets across Ethiopia. 

This wide-reaching distribution model underscores Unilever’s ambition to make high-quality skincare accessible to diverse communities across the nation.

Unilever’s Vaseline launch sets a precedent for future foreign investment and consumer access to international brands. 

It also highlights the growing importance of regulatory agility in unlocking new markets and fostering inclusive economic growth.

Meanwhile, Unilever Ethiopia recently appointed Nesibu Temesgen as its new General Manager.

As General Manager, Nesibu Temesgen is expected to oversee operations, strengthen Unilever’s presence in Ethiopia, and contribute to the company’s sustainability and community impact goals. 

Nesibu has taken over from George Owusu-Ansah, who led Unilever Ethiopia for the past year and is now retiring. 

However, Owusu-Ansah will continue contributing as a Unilever Ghana board member.

Nesibu Temesgen has over 18 years of industry experience, including nine years at Unilever, where he recently served as Customer Development Director, enhancing Unilever Ethiopia’s market position.

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