Sol de Janeiro

What Sol de Janeiro does

Sol de Janeiro is a New York-based, privately held beauty company founded in 2015 that develops, markets, and sells Brazilian-inspired premium body care, fragrance, and hair care products. The company serves primarily Gen Z and Millennial women through prestige beauty retailers and digital-native channels, with a customer base that buys into sensorial self-care, scent layering, and Y2K nostalgia aesthetics. Core revenue is generated through a hybrid distribution model that combines direct-to-consumer e-commerce on soldejaneiro.com (including subscription and Sol Passport loyalty rewards) with a global retail network spanning Sephora, Ulta Beauty, Urban Outfitters, Amazon, Kohl's, Space NK, Boots, Dis-Chem in South Africa, and L'Occitane Travel Retail in airports. Per-unit pricing ranges from approximately $12 for travel sizes to $80 for full-size fragrances, with subscription offering 10% off individual items and free shipping over $35. The company reached over $1 billion in global retail sales by mid-2025 and is publicly targeting $2 billion, with a footprint of approximately 35 countries across the Americas, Europe, the Middle East, Africa, and Oceania.

The product portfolio is anchored by the flagship Brazilian Bum Bum Cream, a firming body cream formulated with guaraná extract, cupuaçu butter, plant squalane, and açaí oil, clinically tested for visible skin firming. The Cheirosa fragrance system functions as the central brand asset: a numbered library of scent profiles (40, 59, 62, 68, 71, 87, 91, 48, 76) extended across perfume mists, jelly perfume balms, eau de parfum, body creams, lotions, shower oils, deodorants, and lip care, enabling cross-format scent layering that anchors routine repeat purchase. Recent extensions include Scent Imprint Technology used in the Cheirosa 91 perfume mist to stabilize a rose-centric profile, the Brazilian Joia hair care line, the Body Badalada lotion (launched as a Sephora Global Exclusive in June 2025), the Rosa Charmosa dewy cream (December 2025 at Kohl's), and Jelly Perfume Balms (February 2026). Products are vegan-friendly, cruelty-free, and paraben-free, packaged in FSC-certified containers with 80% post-consumer recycled content and supported by a refill program targeting Scope 3 emissions reductions.

The go-to-market motion is product-led and virally driven: TikTok (PerfumeTok), Instagram Reels, creator partnerships, and experiential activations including Coachella as first fragrance partner (April 2025), the Roblox Universe (May 2025), and travel-retail pop-ups at Heathrow, CDG, and Sydney generate top-of-funnel awareness, while owned DTC and retail partnerships convert demand. Distribution milestones include the late-2024 Dis-Chem launch in South Africa, the 2025 Sydney Airport activation through L'Occitane Travel Retail, the December 2025 Kohl's entry with Rosa Charmosa, and the April 2026 Urban Outfitters launch with 40+ SKUs. Organizational scaling has accompanied the growth, with Jordan Saxemard joining as Global Chief Marketing Officer and a new CFO appointed in April 2025 to support the $2 billion sales target.

Name

Sol de Janeiro

Legal name

Sol de Janeiro USA, Inc.

Website

https://soldejaneiro.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Sol de Janeiro is a Brazilian-inspired body care and fragrance brand serving Gen Z and Millennial women. Founded in 2015, it sells Brazilian Bum Bum Cream and Cheirosa fragrances through prestige retailers and DTC, reaching $1 billion in retail sales.

Ownership category

akta.pro rank

Product category

Body Care & Fragrance

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Body Sprays & Mists (CRABADAC), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Body care products
• Fragrance mists
• Body lotions
• Hair care
• Lip care

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Revenue generated through the brand's owned e-commerce website soldejaneiro.com, offering full product catalog with subscription options and loyalty rewards program
2. Retail Partnerships: Revenue through major retail partners including Sephora, Ulta Beauty, Amazon, Urban Outfitters, Kohl's, Space NK, Boots, and other authorized retailers
3. Travel Retail: Revenue from airport and travel retail locations through L'Occitane Travel Retail partnerships, including pop-ups at major international airports

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels8 records

Core offering

Sol de Janeiro manufactures and sells Brazilian-inspired body care, fragrance, hair care, and lip care products organized around its proprietary Cheirosa numbered fragrance system. The portfolio spans body creams, lotions, shower oils, body oils, perfume mists, solid perfume balms, shampoos/conditioners, deodorants, and lip butters, sold both direct-to-consumer through its own e-commerce site and through global prestige retailers.

Product overview

Sol de Janeiro is a Brazilian-inspired body care and fragrance brand offering a diverse portfolio of products centered around its proprietary Cheirosa fragrance system. The core product lineup includes the flagship Brazilian Bum Bum Cream (firming), Body Badalada lotion line (hydration), and the Cheirosa perfume mist collection (body mists) spanning multiple scent profiles (62, 40, 68, 59, 71, 87, 91, 48, 76). Recent expansions include the Rosa Charmosa line (rose-centric), Jelly Perfume Balms (solid perfume format), hair care under the Brazilian Joia sub-brand, and limited-edition seasonal releases. The brand operates on a 'Cheirosa number' system where products share fragrance families, allowing scent layering across body creams, lotions, shower oils, body oils, deodorants, and perfumes. Distribution includes Sephora, Urban Outfitters, Amazon, and direct-to-consumer through its website, with travel retail presence through L'Occitane partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Brazilian Joia: Haircare product line including strengthening and smoothing shampoo, conditioner, and milky leave-in conditioner
• Sol Passport
• Cheirosa

Products and services

• Brazilian Bum Bum Cream Award-winning visibly firming body cream with guarana extract, cupuaçu butter, and plant squalane. Features the signature Cheirosa 62 fragrance (pistachio, salted caramel, vanilla) and is clinically proven to visibly firm and tighten skin. Available in multiple sizes from 25ml travel ($12) to 240ml ($48) plus refill options.
• Cheirosa 62 Perfume Mist Signature hair and body fragrance mist with notes of pistachio, almond, heliotrope, jasmine petals, vanilla, salted caramel, and sandalwood. Available in 90ml ($26) and 240ml ($39) sizes. One of the brand's best-selling fragrances.
• Body Badalada Vitamin-Infused Lotion Weightless body lotion providing 24-hour hydration with a 7-hyaluronic-acid blend and sugarcane-derived ingredients. Features vitamin infusion for skin health. Includes line extensions such as Body Badalada Skin Refresh Water Lotion and Body Badalada Moisture Melting Lotion, plus a limited edition Daily Glow variant.
• Rosa Charmosa Dewy Cream 48-hour hydration body cream with crystal peptides, rosewater, and cold-pressed Brazilian yacón essence. Rose-centric fragrance profile combining Rio Pink Rose, passionfruit, and honey caramel.
• Cheirosa 91 Perfume Mist Rose-remixed perfume mist using proprietary Scent Imprint Technology to capture a rose-centric fragrance blending Rio Pink Rose, passionfruit, and honey caramel notes.
• Jelly Perfume Balm Trio Pocket-sized solid perfume balm set featuring Cheirosa 62, Cheirosa 68, and Cheirosa 40. Solid perfume alternative to body mists with up to 1,000 swipes per balm. Single balm at $26, Trio Bundle at $70 value.
• Delícia Drench Shower Oil Nourishing shower oil that transforms from oil to milky lather. Part of the Cheirosa 59 collection with woody gourmand fragrance.
• Bum Bum Body Firmeza Oil Firming body oil designed to complement the Brazilian Bum Bum Cream for enhanced skin tightening and firming benefits.
• Glowmotions Body Oil Illuminating body oil for glowing skin. Available in Rio Sunset and Copacabana Bronze variants for radiant finish.
• Milky Leave-In Conditioner Leave-in hair conditioner available in Cheirosa 59, Cheirosa 68, and Cheirosa 62 variants. Part of the Brazilian Joia hair care line.
• Brazilian Joia Shampoo and Conditioner Set Strengthening and smoothing shampoo and conditioner set with new formula for damaged or color-treated hair. Part of the Brazilian Joia sub-brand.
• Rio Deo Aluminum-Free Deodorant Aluminum-free deodorant available in Cheirosa 62, Cheirosa 68, Cheirosa 40, and Cheirosa 59 variants with refill options.
• Bom Dia Bright Body Cream Smoothing body cream with Fruit AHAs and Vitamin C Ester. Part of the Bom Dia Bright collection (Cheirosa 40) for brightening benefits.
• Beija Flor Elasti-Cream Collagen-boosting body cream with Cacay Oil and Polypeptides. Part of the Beija Flor collection (Cheirosa 68) for elasticity and firming.
• Brazilian Kiss Cupuaçu Lip Butter Nourishing lip butter with cupuaçu butter for deep moisture. Best-selling lip care product.
• Refresco Paraíso Perfume Mist Limited edition fragrance inspired by Rio's Grumari Beach with notes of wild rainforest orchid, crisp sea breeze, and fresh Brazilian blue cactus. Priced at $26 for 90ml.
• Samba Foot Fetish Care Two-step foot care system for smoothing and softening rough feet.
• SOL Cheirosa 62 Perfume Eau de parfum (50ml) as a premium extension of the signature Cheirosa 62 fragrance line.

Quantifiable outcome

• Brazilian Bum Bum Cream sells one bottle every 4 seconds (based on 2024 global sales data)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Washington SpiritcoreGTM or Marketing Partner · 17 June 2026Multi-year partnership (2026-2028) making Sol de Janeiro the Official Body Care and Celebration Partner of the National Women's Soccer League club. Features include 'My Matchday Rituals' content series, stadium Celebration Cam for fan engagement, athlete-inspired limited-edition product drops, and integration into team matchday experience including locker room rituals.
• Urban OutfitterscoreChannel Partner/ Reseller/ Distributor · 13 April 2026Urban Outfitters launched Sol de Janeiro as part of its growing beauty category, featuring over 40 products across body care, fragrances, and haircare. Collaboration aims to engage Gen Z consumers by emphasizing beauty, wellness, and self-expression, with exclusive sets available in early summer 2026.
• LaForce (US PR Agency)coreImplementation/ SI/ Consulting Partner · 7 April 2026Appointed LaForce as US public relations Agency of Record to lead strategic communications, brand storytelling, and product launches with focus on expanding demographic reach and reinforcing cultural relevance, including upcoming product launches and Mother's Day programming.
• RobloxcoreGTM or Marketing Partner · 22 May 2025Created a viral digital beauty experience on Roblox called 'Sol de Janeiro Universe' described as 'The Most Positive Place on Roblox', where players can shop virtual products using in-game currency, targeting Gen Alpha and Gen Z consumers through immersive gaming experiences.
• Coachella Valley Music and Arts FestivalflagshipGTM or Marketing Partner · 15 April 2025Sol de Janeiro became the first Fragrance Partner and Exclusive Body Care Sponsor of Coachella Valley Music and Arts Festival, marking a significant experiential marketing partnership to engage festival-goers.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 27 January 2025Major US beauty retailer where Sol de Janeiro is a top online performer in clinical skincare and body care; supported by increased online sponsorship investment of 36.4% compared to 2024.
• L'Occitane Travel RetailcoreChannel Partner/ Reseller/ Distributor · 11 November 2024L'Occitane Travel Retail operates Sol de Janeiro pop-ups and activations at major international airports including mega pop-ups at Heathrow Airport, CDG Paris, and Sydney Airport, featuring immersive brand experiences for travelers.
• SephoraflagshipChannel Partner/ Reseller/ Distributor · 10 September 2024Top-selling brand at Sephora; hosts experiential events including pop-ups at Metrocentre (UK) and Mumbai launch event; dominant position in body care and fragrance categories.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Charlotte Tilbury: Premium beauty brand with strong Sephora and prestige retailer presence spanning color cosmetics, skincare, and fragrance. Comparable as a high-velocity, founder-driven prestige brand scaled globally with similar Sephora-anchored distribution architecture.
• Glow Recipe: Sephora-anchored skincare brand built on fruit-inspired sensorial positioning and Gen Z/millennial social media virality. Comparable as a digitally native prestige brand that scaled through TikTok virality and culturally-rooted product positioning.
• Tatcha: Culturally-inspired (Japanese) prestige skincare brand sold primarily at Sephora and other prestige retailers. Comparable as a culturally-rooted, sensorial-positioned premium skincare brand with similar Sephora dependence and clean formulation philosophy.
• Drunk Elephant: Sephora-anchored clinical skincare brand built on ingredient-led positioning and clean formulations. Comparable as a prestige brand achieving top-tier velocity at Sephora through differentiated clean beauty positioning.
• Fenty Beauty: Rihanna-founded prestige beauty brand with flagship Sephora presence spanning complexion, fragrance, and body. Comparable as a founder-led prestige brand with strong Gen Z engagement, viral product momentum, and body care extension.
• Rare Beauty: Selena Gomez-founded Gen Z beauty brand with strong Sephora positioning, social media virality, and millennial/Gen Z consumer base. Comparable as a founder-led, culturally resonant prestige brand with similar social-first growth model.
• Summer Fridays: Sephora-anchored Gen Z skincare and lip brand built on Instagram virality and minimal aesthetic positioning. Comparable as a digitally native prestige brand with Gen Z cultural cachet and similar creator-led distribution approach.
• Necessaire: Premium body care brand with clinical positioning sold at Sephora and direct-to-consumer. Comparable as a prestige body care specialist with overlapping distribution architecture and clean formulation positioning.
• The Ordinary (DECIEM): Ingredient-led viral beauty brand under DECIEM/Estée Lauder sold at Sephora and globally. Comparable as a brand that achieved billion-dollar scale through creator-credentialed, ingredient-led positioning and similar Sephora distribution dominance.

Emerging players

• Kosas: Clean beauty brand sold at Sephora with strong social media engagement and ingredient transparency. Comparable as a Sephora-anchored prestige brand with similar Gen Z consumer base, though smaller in scale and more focused on color cosmetics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_va_cs3CoQ13zvsp_Q-Guw/videos
• Facebookfacebook.com/soldejaneiro
• Instagraminstagram.com/soldejaneiro
• TikToktiktok.com/@soldejaneiro
• Xx.com/SDJBeauty

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sol de Janeiro