Looks like Vaseline, but nothing like it. This salve is so smooth, not sticky at all. It smells good too, light herbal smell. We also bought the healing butter to pair with the salve for our baby's eczema. We LOVE the healing butter. I wish I had taken a before picture, but the pictures show the process of the healing. We are really happy with our daughters eczema clearing up. With that being said, you really have to be consistent with the application of the products, because otherwise the eczema will come back. Even though Ora's products aren't the CURE to our daughters eczema, I'll take it over using a steriod topical cream any day; it comes back with steroids too anyway! I like putting the butter throughout the day, and I leave the salve for after the baby bath.