I previously worked for a seal manufacturer on the manufacturing engineering side, not the design side, but as I recall, the class of seals that pump oil have what is termed a radial helix lip design.
The helix is a series of minor spiral ribs that stop just short of the lip contact point. The ribs are slightly compressed & decompressed as the seal lip follows the eccentricity of the shaft. This effect is similar to a positive displacement pump & the film of oil between the shaft & sealing lip is pumped back to the fluid side.
As I remember, the helix was specific for shaft rotation direction. Bi-directional helix's would work in either direction, uni-directional designs would pump fluid out if used in the wrong application.
Radial lip seals actually require a thin film of the fluid on the shaft surface at the lip contact point. Highly polished shaft finishes will cause a seal lip to burn up as the oil in microscopic peaks & valleys of a 20-30 RMS shaft finish is necessary for lubricating the sealing lip.