Beauty trends come and go, as any beauty guru worth their salt would know to tell you. But yet, some products surprisingly manage to outlive their marketing by years, if not decades or even centuries, in the case of Bag Balm. Here’s what you need to know about TikTok’s latest favourite moisturiser and its extensive history.
Social media has time and again played a crucial role in resurrecting and reinventing old lifestyle hacks and it’s becoming particularly common in the beauty sector. In the ever-growing world of TikTok beauty trends, the latest product that skinfluencers have on speed dial is the Bag Balm. Moving straight from the barnyard essentials to beauty shelves, this moisturiser is an age-old beauty hack rediscovered by TikTok and become a go-to moisturiser. If you are wondering what Bag Balm is, and why there is hype surrounding its “slugging” usage, here’s a breakdown of the trending beauty product, its interesting history, and more.
It has become common for forgotten brands and products to find a new lease on life after entering the zeitgeist of TikTok trends. Much like the resurrection of the Stanley Cup, the Bag Balm is the latest product that is enjoying its day in the sun. For a beauty product to enter the skincare mainstream as quickly as Bag Balm has, it has to appease an array of consumers and with influencers like Alix Earle (6.7 million followers) swearing by it, it’s a much easier feat.
Considering moisturisers are available across brands in all shapes, sizes, and prices, it’s valid to question what makes Bag Balm so special and why it is recommended for “slugging.” Yes, let’s dig further into the uses of this viral moisturiser and why it is the latest obsession among the followers of TikTok beauty trends.
What is Bag Balm?
Packaged in a green square tin, Bag Balm is a 125-year-old product that was once used for veterinary purposes only. Amid its internet resurgence today, it has become an alternative to Vaseline. But, you will be surprised to know that the original use of the product was intended to treat the sore udders of cows post-milking, as well as to help them brave harsh winters.
As per the New York Times, its tin once held printed instructions stating, “apply the Balm one hour before the night milking and immediately after the morning milking”. It was also labelled for “veterinary use only.”
https://www.tiktok.com/@urfavemillennial/video/7179737894754602282?_r=1&_t=8mnak735ZOE
Currently, the product is being recommended by TikTok influencers to treat dry skin and lips. It has become a go-to product for the popular beauty trend of “slugging.”
What is slugging?
The viral TikTok skincare trend of slugging is suggested as a cure for dehydrated and irritated skin. It involves coating your face with petroleum jelly overnight to allow it to heal. The strange name seems to have been derived from the facial glow achieved after applying the shiny and slimy texture of the moisturiser as an all-night-long mask.
The origins of the century-old product
For a 125-year-old product to go viral in the way that Bag Balm has, there has to be a rich history of how it was once the lifestyle hack of the day. The product hails from Lyndonville, Vermont, which is famous for its brutal winters. Given the effect that the snow-swept climate had on their cattle, Bag Balm started life as an ointment to calm irritation on cow skin. With origins dating back to 1899 and as per the brand’s website, the skin-saving salve was first created by a pharmacist in Wells Rivers. Lyndonville local John Norris then bought the rights to market and sell the salve. The signature green tin of the product was commissioned by Norris during the time and remains part of its iconic design to this day.
By the 1900s it became an essential product for dairy farmers, but it wasn’t until the 1960s that people realised its usage could extend beyond the barnyard. Soon, families began using it as a salve for their cuts and bruises. It also became a useful moisturiser to calm saddle burns and chapped lips, thus marking its new purpose as a rural beauty hack. Still marketed in the same green tin, the packaging reads, “Works wonders on dry skin”, expanding its use beyond veterinary limits.
All about the ingredients used in Bag Balm
Since the moisturiser caters to both veterinary usage and is human-friendly, it’s natural to have a curiosity about its ingredients. The impressive transparency of the brand in this case is admirable considering they don’t shy away from revealing how there haven’t been any changes made to its formula since 1988. The moisturiser consists of three main ingredients: petrolatum, lanolin, and paraffin wax. For the uninitiated, lanolin is a wax secreted by the sebaceous glands of wool-bearing animals. Perhaps these ingredients are also responsible for its unusual smell, which consumers have described as everything ranging from fresh leather to sheep and even shoe polish.
Celebrity consumers
While TikTok may be responsible for the resurgence of this product, it had entered celebrity beauty shelves prior. Among the first celebrities to recommend its usage was Canadian pop star Shania Twain who famously revealed the Bag Balm as her beauty secret in a 1999 interview. The Grammy winner opened up about using the moisturiser to treat her dry skin that resulted from frequent flying. She also mentioned using it as a moisturising hair product and leaving it in for a day. Twain’s recommendation did cause a spike in the sales of Bag Balm back in the day, and TikTok is doing the very same today.
More recently, People’s Sexiest Man Alive of 2023 and Grey’s Anatomy alum, Patrick Dempsey also named the moisturiser as his go-to item for dry skin. The actor revealed it was a soothing agent for dry hands during the colder months.
While Bag Balm continues to see a surge in human consumers, the brand reportedly still earns about ten percent of its sales from farmers. Previously, the brand also showcased how it is effective for animals in a moving testimony about helping to heal the paws of a dog rescued during the tragedy of 9/11.
How to use Bag Balm? Rural beauty hack to modern-day uses
Consider Bag Balm to be an all-purpose moisturiser. You will be surprised at how many ways it’s possible to use this rural beauty product as a modern-day essential, with several influencers showcasing its varied purposes. There is a reason the green tin has been sitting on bathroom shelves and in first-aid boxes for many years, and here are some ways it can be used.
@alixearle Most insane experience @BLADE #grwm #umiami #flyblade
♬ original sound – Alix Earle
Nightly skincare: The brand website recommends the application of a thin layer of their original Bag Balm product as a part of the nightly skincare routine and for slugging. It can be helpful to lock in all the skincare products that are a part of the nighttime routine as the moisturiser serves as a protective layer.
Healing dry skin: It works as a head-to-toe solution for all dry skin and can act as a soothing moisturiser, especially for sensitive areas like cracked hands and feet. Not only for humans, it is also recommended as a pet care product for dry paws.
Tattoo care: The brand claims that it is a helpful product for post-tattoo care and helps freshly inked skin to heal and moisturise.
Beauty hacks: From working as a glossy highlighter for cheekbones as well as lips to helping get rid of flyaways, the Bag Balm is also recommended as a quick-fix beauty product. It also works as a nail care product to hydrate cuticles.
Where to buy Bag Balm?
Beyond its original moisturiser which is marketed as Vermont’s Original Bag Balm, the brand has also ventured into other human-specific products such as lip care items and soaps. All the products are available to buy on the brand’s website. A 125th Anniversary special Gold Tin packaging of the moisturiser is currently being sold for USD 11.49. The brand’s regular green tin moisturiser is available in three sizes including a mini version that’s suitable for travel.
If you’re in the US, you can shop all Bag Balm products here. Besides being available on the brand website, Bag Balm is also available to buy at US retailers such as Walmart, CVS, and Walgreens and of course, for its veterinary purposes, at the Tractor Supply Company.
Meanwhile, those in Malaysia can purchase Bag Balm from online retailers including iHerb, Amazon and Lazada.
(Main and featured images: Bag Balm/Instagram)
Frequently Asked Questions (FAQs)
– What is Bag Balm good for?
Bag Balm rose in popularity as a go-to moisturiser after becoming a new favourite product in TikTok beauty trends. It is being used for treating dry skin and chapped lips, and is also used to heal irritated skin. It’s also useful as a farm product for treating the sore udders of cows.
– Is Bag Balm just petroleum jelly?
The moisturiser contains petrolatum, lanolin, and paraffin wax. Petroleum jelly is one of the ingredients in the product.
– What was Bag Balm originally used for?
The product, which hails from Vermont, was originally used to treat cows’ udders after milking and also to soothe their skin amid harsh winters.
– Can I put Bag Balm on my face?
Bag Balm is increasingly being used by TikTok influencers for slugging — an overnight application of moisturiser with complete coverage on the face. The brand recommends the application of a thin layer of Original Bag Balm as a part of the nightly skincare routine as well, and hence, it’s no wonder that the product has become a go-to recommendation as a part of TikTok’s many beauty trends.
This story first appeared here.
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Written by
Surabhi Redkar is a pop culture enthusiast with a keen interest in celebrity fashion and beauty trends. A post graduate in multimedia journalism from Birmingham City University, she has worked with several Indian and international media organisations such as Pinkvilla and DesiBlitz covering topics spanning fashion, beauty, and travel. When not binge-watching Netflix series and movies, she's exploring quiet bookstores and buying new coffee equipment. Scrolling through social media for celebrity gossip and new travel destinations is her favourite way to spend the weekend.
