In November of each year, Beauty Packaging polls our audience to see which beauty brand they think deserves the title of “Beauty Company of the Year: Excellence in Packaging.” The 5 top scorers then go through a second round, and the final winner is chosen. In January, Beauty Packaging features the winning company in an in-depth cover story. 

For 2024-25, we’re happy to feature Sol de Janeiro, which landed the title of Beauty Packaging’s “Beauty Company of the Year: Excellence in Packaging.”

What makes Sol de Janeiro stand out from other cosmetic brands? We asked the Sol de Janeiro team for their thoughts—and then reached out to several beauty industry experts for their views. 

All agreed that vibrant colors and shapes, quality ingredients, purpose, emotion, and sustainability play critical roles in their success.

Comprehensive Rebranding 

Sol de Janeiro’s team felt the title could 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. They also said 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 Sol de Janeiro’s “dedication to innovative, culturally resonant, and eco-friendly packaging solutions.”

High Marks

Overall, the brand received high marks for its clever marketing and quality products stemming back to its entrepreneurial launch in 2015. Following, are comments from several beauty industry experts: Elle Morris, Chief Marketing Officer at Olberding Brand Family; Nick Dormon, Founding Partner and Strategy Director for Echo; and Mikel Sacher, VP Beauty, Wellness, and Luxury, at JP Search, a division of Janou Pakter.

Packaging That Conveys ‘A Visceral Experience’ 

Elle Morris 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.”

She attributes the brand’s 2024-5 title to its products that promise “a tropical, sensuous, fragrant experience full of lush exotic fragrance.” The package, she says, completely delivers with its clean, sunny font—and adds, “the specialty packaging really packs a ‘wow.’ The brand is best known for its signature scent, like the Brazilian Bum Bum Cream, which has a tropical, beachy fragrance that resonates with customers seeking products with a sensory allure. The brand’s vibrant, visually appealing packaging and Brazilian-inspired imagery make it particularly attractive to these consumers, who are drawn to brands that are not only effective, but also photogenic (for social media engagement).”

Nick Dormon comments, “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 views Sol de Janeiro “as a brand that understands how to deliver joy and indulgence through every touchpoint, from packaging to product experience.” She adds, “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.”

Multi-Generational Appeal

While Dormon specifically cites Gen-Z appeal, other experts and the brand specify a multi-generational customer base.

According to Dormon, Sol de Janeiro embraces “an expressive, bold typographic style and tropical colors that scream ‘summer holiday and sunshine.’ It creates an instant sense of escape—an invitation to indulge in the warmth and vibrancy of a Brazilian beach, no matter the time of year. 

“This vibrant proposition,” he says, “is perfect for an active and transportive social media campaign. It certainly has a youthful exuberance, so will appeal to GenZ.”

Playful Packaging

Dormon also notes the “emotional appeal,” and says the rounded, tub format feels substantial and luxurious, “almost like a keepsake rather than a disposable item. The tub allows users to control exactly how much product they want to use and access every last bit. We were also pleased to see they offer refills as well.”

Morris notes that the brand provides an escape for consumers seeking a premium scent and indulgent skincare. She says, “It is also constantly innovating, which keeps their customer base engaged over time. The brand also communicates a sense of confidence, encouraging self-celebration, while being a sustainable brand with globally sourced ingredients.”

Packaging That Modern Consumers Value 

Mikel Sacher agrees that the shape and colors of the packaging make it a standout.

She says Sol de Janeiro “epitomizes what modern consumers value.” She explains, “The brand’s vibrant, jewel-toned packaging communicates its DNA effortlessly, combining bold typography and graphics that reflect its irresistible scent profiles. Their iconic, rounded bottles create a cohesive identity and inspire consumer confidence. It’s a brand that ensures you feel both confident and indulgent.”

What’s more, Sacher says, “Sol de Janeiro has evolved beyond its hero product to become a true lifestyle brand.” 

In this experience- and social media-focused society, Sacher says, “The brand’s gift sets were a standout, and the supersized “Biggie Biggie Bum Bum” captured attention with its playful alliteration. Their Sephoria pop-up in Atlanta was another highlight—a sensory escape with Bum Bum Crème-inspired chairs and interactive artwork from their advertisements.”

But Sacher says, “Every Sol campaign is brimming with energy, using vibrant colors to evoke the fragrance profiles. Whether it’s a bathing beauty amidst floating florals or chill monkeys in mod glasses, their visuals stay playful and on-brand, creating an emotional connection with consumers.”

Packaging That Captures the Brazilian History and Lifestyle 

All of our experts agree that the brand follows its original intent—that it creatively incorporates Brazilian history and lifestyle into its packaging with significant dates, offering an educational touch that sets it apart. 

Sacher sums up her evaluation, saying, “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.”

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