From the vibe to the ingredients to the scent—and of course, to the brilliantly colored packaging—this rapidly growing fragrance and skincare brand hits all the right notes. Pick up a jar or bottle of one of Sol de Janeiro’s coveted prestige beauty products, and chances are, you’ll be sensorially transported to exotic Brazil, known for its sexiness, warmth, and edgy culture, where powdery white sands stretch on forever, and bikini-clad beachgoers bare nearly all. The brand’s vibrantly colored packaging immediately sets the scene for sun and fun.

Beyond the packaging, the formulations—which are scented with aromatic almond and vanilla— top the list of most everything today’s Gen Z (and other) multigenerational consumers are looking for in cosmetic products. It’s made in the USA with globally sourced ingredients from suppliers committed to sustainable practices, and the entire line is cruelty-free and vegan-friendly. And most of all, the products are rated highly for efficacy—and are meant to bring joy to all who apply them, “nurturing both the skin and the spirit.”

Bright Beginnings

Sol de Janeiro is an American skincare and fragrance brand, founded in 2015 by Heela Yang, a former beauty industry marketing executive in the U.S., who moved to Brazil with her husband in 2008, and was “inspired by the authentic Brazilian philosophy of self-love and joy.” The brand’s mission was to encourage consumers to truly embrace and accept themselves (and their bodies), and provide products that make them feel good, inspiring them to live by the brand’s ethos: “Love it. Flaunt it. You’ve got it.” The name was chosen to reflect this overall Brazilian spirit. From Day 1, Sol de Janeiro’s Brazilian inspiration has been reflected in its “inherently inclusive approach to marketing.” Sol de Janeiro’s first major success came with the launch of its Brazilian Bum Bum Cream in 2016, which sparked “a revolution in body care.” This product became a cornerstone of the brand and still is. A notable follow-up success occurred in 2016 when the brand launched its shower gel on Sephora.com; it sold out in just six hours, marking a strong entry into the shower and hair care categories.

About Sol de Janeiro’s Founder Heela Yang

Moving to Brazil sparked a business idea when Heela Yang arrived in Brazil 10 years ago, and noticed the differences not in just the Brazilian body care routine, but in the Brazilian culture of body positivity and acceptance—no judgment, no self-consciousness, and no shame. This became the main inspiration for Sol de Janeiro and the brand tagline: “Love It. Flaunt It. You’ve Got It.” Since launching in the summer of 2015 with just three products, including the “cult hero Brazilian Bum Bum Cream,” Yang has led the brand to become a category-leading global body care phenomenon”—and reportedly, Sephora’s biggest-ever seller in body care. Before starting Sol de Janeiro, Yang spent more than 12 years in the cosmetics industry with an extensive track record of success at leading global brands. She began her career as an analyst at Goldman Sachs Investment Banking with a focus on the retail industry. She is a graduate of Harvard College, Yale Graduate School, and Harvard Business School.

Pumping It Up

Advance just five years to 2021 when prestige personal care brand L’Occitane Group saw the promise of the brand, and acquired a majority stake in Sol de Janeiro, valuing the company at a reported $450 million—a deal that has proved successful and profitable. A look at L’Occitane’s 2024 fiscal report shows that net sales grew 24.1% at constant rates of about $2.6 billion, “driven by the strong performance of Sol de Janeiro and the steady performance of L’Occitane de Provence.” (In 2023, L’Occitane recorded sales totaling over two billion euros. This was the highest result registered in comparison to previous fiscal years.) In the six months ending September 30, 2023, Sol de Janeiro’s sales increased by 174% to $454 million. The company worked with over 6,000 influencers to promote their products, which helped triple sales. Social media reach expanded to over 1.8 million. Overall, Sol de Janeiro grew 167% “at constant rates” in FY 2024, and delivered “triple-digit growth across all geographies.” In addition, L’Occitane’s 2024 FY report noted that the brand’s performance was driven by the ongoing success of the Brazilian Bum Bum Cream, blockbuster launches in the fragrance mist category, and the release of limited collections that established the brand’s year-round appeal. Sol de Janeiro also focused on expanding its distribution channels and entering new product categories to develop a full-body regimen geared towards high-replenishment, high-frequency subcategories to maintain its growth track record. It is now [L’Occitane’s] second-largest brand and the largest contributor to its profitability, with an operating margin of 23.6%.” According to Statista.com, global net sales of Sol de Janeiro grew by 157% on-year, reaching about 686 million euros in the financial year ended March 31, 2024. Also recognizing its impressive arc in 2024, Fast Company named Sol de Janeiro to its 2024 list of the most innovative companies. The 2024 Cosmetify Index named Sol de Janeiro as the hottest brand. Sol de Janeiro is available at various premium retailers and e-tailers across the globe, including Sephora, Ulta Beauty, Target, Amazon, and SoldeJaneiro.com. The brand’s product lines include:

• Brazilian Bum Bum Collection
• Beija Flor Collection
• Delicia Drench Collection
• Bom Dia Collection
• Rio Radiance Collection
• Cheirosa 71 Collection
• Rio Radiance SPF Collection
• Brazilian Joia Hair Collection

Formulating Success

Sol de Janeiro’s Brazilian Bum Bum Cream unquestionably captured attention and helped increase brand awareness, but the brand’s expansion into perfume mist “is what really boosted its bottom line,” according to the Statista report, which stated that “Sol de Janeiro’s fragrance mists are said to be replacing more expensive brands due to their lasting scent and affordable price.” Among the brand’s most popular fragrance products are body and hair sprays—for example, the Cheirosa 62 hair and body fragrance mist, which became one of the highest-grossing fragrances on Amazon.com in the United States as of April 2023. In the same year, Sol de Janeiro was also ranked high on a list of the leading fragrance brands among female Gen Z shoppers in the United States. Sol (as it’s often affectionately called) uses premium ingredients inspired by Brazil to create formulas “that offer luxurious, sensorial experiences that consumers love.” The brand’s award-winning, “visibly firming” body cream is said to be “the ultimate Brazilian Beauty Secret.” Formulas are infused with potent natural ingredients that are not only nourishing, but also deeply connected to Brazilian culture. Infused with potent, caffeine-rich guaraná extract, the cream claims to smooth and tighten the appearance of skin. At the same time, fast-absorbing cupuaçu butter delivers deep hydration and essential fatty acids into the skin, for hydration and silkiness. Antioxidant-packed açaí oil helps prevent environmental damage, while selenium-rich Brazil nut oil “supports the skin’s natural ability to protect itself while giving it the glow of healthy-looking skin.”.  Scented with Sol’s Cheirosa 62 fragrance with notes of pistachio, salted caramel, and vanilla, this body cream is meant to be applied all over—so “you’ll feel body confidence wherever you go, day to night and beyond.” “Cheirosa” is a Portuguese word that means “to smell incredibly delicious.” Why the number 62? Cheirosa 62 Perfume Mist is inspired by the year 1962, when everyone in the world fell for the Grammy-award-winning bossa nova hit “The Girl from Ipanema” and the associated iconic beach culture of Brazil. When I asked the brand why they thought BP’s audience had chosen Sol de Janeiro as 2024’s honoree, they offered the following view: “Sol de Janeiro’s recognition as ‘Beauty Company of the Year: Excellence in Packaging’ for 2024 can be attributed to its comprehensive rebranding in January 2024, which introduced a redesigned logo and cohesive graphic system inspired by Brazilian culture, enhancing brand consistency and visual appeal. The brand’s commitment to sustainability is evident in its goal to make 95% of its packaging reusable, recyclable, or compostable by 2025, and its use of ethically sourced materials. Additionally, functional packaging features, such as non-slip silicone sleeves and precision spouts, improve user experience, collectively showcasing the brand’s dedication to innovative, culturally resonant, and eco-friendly packaging solutions.”

Beauty Industry Execs Weigh In

What makes Sol de Janeiro stand out from other cosmetics brands? We asked a few beauty industry experts for their thoughts.

Elle Morris, Chief Marketing Officer at Olberding Brand Family, says, Sol de Janeiro delivers an “escape experience through scent and touch. The traditional benefits are not being extolled. It is a visceral experience—to make the consumer feel like they are experiencing the feel of being transported to Brazil.”

Nick Dormon, Founding Partner and Strategy Director for Echo, a global brand design agency based in London, explains, “Sol de Janeiro truly stands out among the competition with its joyful and unapologetically colorful branding in a landscape dominated by minimalist, pharmaceutical-like packaging or clean, ingredients-focused designs.

Mikel Sacher, VP Beauty, Wellness, and Luxury, at JP Search, a division of Janou Pakter, tells Beauty Packaging, “Sol de Janeiro is a brand that understands how to deliver joy and indulgence through every touchpoint, from packaging to product experience. Their commitment to sustainability, consumer education, and innovation makes them a model for the future of beauty and their participation in events gives consumers a first-hand insight into the brand.”

Packaging’s Role in Sol de Janeiro’s Success

A Strong Identity

Sol de Janeiro maintains a strong brand identity throughout everything it does, from marketing to formulation to packaging, and beyond. Throughout the design of its products, colors are used to represent each of the collections, along with numbers that correlate each collection to an important year in Brazilian cultural history. For example:

• • Cheirosa 40 Perfume Mist invites the playful elegance of Rio’s legendary Carnival Ball, which debuted in 1840.

• • Cheirosa 48 Perfume Mist celebrates the liberating energy of 1948, when the bikini was first spotted in Brazil.

• • Cheirosa 59 Perfume Mist captures the essence of 1959, when singer João Gilberto released his first-credited bossa nova album, Chega de Saudade (aka No More Blues).

• • Cheirosa 62 Perfume Mist captures the Brazilian spirit of 1962, when we fell for the Girl from Ipanema.

• • Cheirosa 68 Perfume Mist is inspired by the colorful celebration of Brazil’s Tropicália Movement in 1968, influencing an artistic expression of music and culture.

• • Cheirosa 71 Perfume Mist is inspired by Brazil’s love for desserts and the iconic Confeitaria Colombo bakery that swept Rio in 1971.

• • Cheirosa 76 Perfume Mist ignites the dazzling 1976 discotheque era of Brazil.

• Cheirosa 87 Perfume Mist evokes the sizzling Copacabana Beach culture of 1987, when the “Summer of the Cans” influenced parties, music, and art.

Packaging Brazil, Sustainably

I asked the brand’s team how Sol de Janeiro developed the original packaging—and if the packaging has stayed the same or evolved—as far as shapes, materials, and messaging?

According to the brand, the packaging plays a vital role in expressing Sol de Janeiro’s Brazilian heritage and enhancing the customer experience. The curvaceous designs reflect Brazilian body shapes, and the iconic ‘Sol Yellow’ symbolizes sunshine and joy. While evolving for modern trends and sustainability, the curves, bold yellow, and signature logo placement remain timeless and true to the brand’s identity. Additionally, the brand prioritizes sustainability, with goals to make 95% of its packaging eco-friendly by 2025, using ethically sourced materials and refill options to reduce waste. Sol says it is dedicated to sustainable packaging, aiming for 95% of its packaging to be reusable, recyclable, or compostable by 2025. The brand utilizes ethically sourced materials, with 80% of paper-based packaging coming from responsibly managed forests or containing at least 35% post-consumer recycled content. Their commitment to eco-friendly practices began during the 2020 holiday season, when they replaced plastic thermoforms in gift sets with biodegradable pulp-based alternatives, eliminating over 20 million grams of plastic. Since then, Sol de Janeiro has continued to innovate in sustainable packaging, introducing refill options and collaborating with partners like Walter Recycling to minimize environmental impact.

Thoughtful Design

The Bum Bum Body Firmeza Oil by Sol de Janeiro features a “thoughtfully designed” packaging element: a non-slip silicone sleeve at the base of its glass bottle. This sleeve serves multiple purposes: It protects the bottle from breakage, prevents it from sliding on surfaces, and enhances the user experience by eliminating the sound of glass clinking on the counter. Additionally, the silicone sleeve is recyclable through TerraCycle, aligning with sustainable practices. The Rio Radiance SPF 50 Body Lotion features an innovative precision spout designed for targeted application, ensuring effortless and mess-free use while delivering optimal coverage exactly where it’s needed. When it comes to choosing a favorite package, the team says it’s “definitely a tie” between the 240mL Bum Bum Cream jar and the 90mL Cheirosa 62 Mist bottle. They explain, “Both of these packages are iconic and have inspired many, many brands to pay homage to the originals through their own interpretations.”

Standing Out

What makes Sol de Janeiro stand out from other cosmetics brands?

The team says Sol de Janeiro stands out from other cosmetics brands through its distinctive Brazilian brand identity. The brand’s aesthetic emphasizes the Brazilian heritage, with coinciding product packaging and campaign images that feature bold, eye-catching colors. Additionally, Sol de Janeiro’s loyal community plays a crucial role in setting Sol de Janeiro apart from other brands in the beauty industry. Sol de Janeiro began a rebrand in January 2024, introducing refreshed packaging with a modernized logo inspired by Brazilian culture, while retaining its signature vibrant colors and high-quality product formulas. New design elements, like a cohesive graphic system, enhanced brand consistency, ensuring the rebrand stays true to Sol de Janeiro’s DNA by celebrating its Brazilian heritage and delivering the same beloved customer experience. The brand is also consistent with its packaging by maintaining a recognizable design vibe that features bold, tropical colors. The visual identity reflects the brand’s vibrant Brazilian roots and celebration of life. Beyond aesthetics, Sol de Janeiro is committed to sustainability, using recyclable, reusable, or renewable materials. The brand also offers refill options to minimize waste. For its 2024 Holiday Collection, Sol de Janeiro collaborated with Brazilian illustrator Tati Arjona, whose vibrant illustrations further highlight the brand’s connection to Brazil’s spirit, inviting consumers to experience the country’s rich culture and lively energy.

Sol de Janeiro Shines on Social Media

I asked the brand what lessons they have learned from the market, and what did they take to heart when developing the line? How much did social media play into this? Which platforms are most effective for them? The team said Sol de Janeiro “knows the power of a cohesive brand identity—it’s the secret sauce behind its success.” They learned early on that “vibrant packaging, a clear Brazil-inspired narrative, and a savvy social media strategy are the keys to standing out in a crowded market.” Every detail, from bold campaign imagery to its signature tropical aesthetic, tells a story that resonates with its community. Social media is where Sol de Janeiro shines. On TikTok, the brand’s cult-favorite fragrances and colorful packaging “steal the show in demos, reviews, and viral trends.” On Instagram, where the brand touts 2.5 million followers, they keep the vibe aspirational yet approachable, “with curated content that feels like a sunny escape.” TikTok played a major role in growing the brand, including via collaborations with social media influencers, including beauty influencer Katie Fang. “Euphoria” star Barbie Ferreira was chosen as a brand ambassador in 2023. The brand also worked with media personality and model Sofia Richie Grainge as a brand representative in March 2024 for their launch into sunscreen with the Rio Radiance Sunscreen collection. This “Sunscreen Worthy of Your Skin” social campaign addressed diverse sun protection needs while offering nourishment and radiance. Produced by Photobomb in collaboration with Chandelier Creative and shot by Dan Beleiu, the campaign’s film and photography featured Richie Grainge as a sun goddess on a comedic quest to become one with the sun. Inspired by 1960’s and ’70s pulp movie trailers, the campaign conveyed the brand’s sunny, vibrant essence.

A Loyal Community

According to the team, “Sol de Janiero’s loyal community doesn’t just love the products—they share them, celebrate them, and shout about them from the rooftops. This passionate following has turned Sol de Janeiro into more than a brand—it’s a movement that keeps its influence strong in the beauty industry and seamlessly woven into pop culture.” Sol de Janeiro’s Brazilian Bum Bum Cream is described as “a social media sensation, loved for its luxurious texture, visible skin-smoothing effects, and that signature Cheirosa 62 scent—warm, nutty, and utterly addictive.” Its rich, fast-absorbing formula, packed with caffeine and guaraná, promotes a firm, hydrated glow that users can’t resist showing off in posts and videos. Sol’s iconic Perfume Mists have also achieved virality due to “organic love from the brand’s community of fans on social media.” The limited-edition, jumbo size of Sol de Janeiro’s award-winning Brazilian Bum Bum Cream offers double the amount of a standard jar—and has also been a social media hit—especially with its specially designed packaging, and the kitschy surfboard-like applicator paddle.

Awards and Rewards

For 2024, Sol de Janeiro has won the following awards:

ShopTODAY Beauty Awards 2024 Category: Best Overall Body Oil | Rio Radiance SPF 50 Body Oil

ELLE First Class Beauty 2024 Category: Hydration Heros | Rio Radiance SPF 50 Body Oil Cosmopolitan Reader’s Choice Awards 2024 Category: Best Body Moisturizer | Brazilian Bum Bum Cream Beauty Inc Power Brands of 2024 Women’s Health Skincare Awards 2024 Category: Best Body Sunscreen | Rio Radiance SPF 50 Body Lotion InStyle Reader’s Choice Awards 2024 Category: Best Body Moisturizer | Brazilian Bum Bum Cream Allure Best of Beauty Awards 2024 Category: Best Scented Mineral Body Sunscreen | Rio Radiance SPF 50 Body Lotion Glamour Beauty & Wellness Awards 2024 Category: Best Body Sunscreen | Rio Radiance SPF 50 Body Spray

Having spoken about the brand’s many accomplishments, I asked the team “what has been the most rewarding part of your involvement with Sol?”

The group response: “The most rewarding has been the commitment of our founder to innovate disruptively. Her commitment to sustainability and packaging innovation has allowed us the freedom to explore options and approaches that traditional beauty companies would never entertain. By allowing us to develop packaging and integrate sustainability in a way that is unique to Sol, we have created something very special that stands alone in the industry.”

What’s Next?

According to the team, the brand’s upcoming (at press time) launch, Delicia Drench Shower Oil, will be launching on SoldeJaneiro.com. Expanding on the brand’s award-winning, best-selling, viral Delicia Drench collection that launched last year to address dehydrated skin, Delicia Drench Shower Oil is “a transforming oil-to-foam body wash that replenishes and soothes dry skin, while it cleanses, for velvety-soft, deeply moisturized skin. Powered by powerful hydrating ingredients plus the mood-boosting scent of Cheirosa 59, it’s the ultimate winter skin booster.” We can’t wait to try it! (This report is based on data provided by the Sol de Janeiro team. Comments have been edited.)

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