This article was written by The Zillennial Zine’s spring editorial intern Lindsay Daneen. Find her on Instagram at @_lindsay_daneen. If you would like to share an article with The Zillennial, send us an email at thezillennialzine@gmail.com.
The Sol de Janeiro brand has taken the cosmetic world by storm. Honestly, I don’t blame people for being dedicated fans. From the brand’s vibrant packaging and catchy item names like Bum Bum Cream, to their ads that make you want to jump through the screen to lie on the Brazilian sand, what’s not to be obsessed over? But aside from its obvious draw, I did have one question. Why is Sol de Janeiro so popular?
Brand & CEO
Let me introduce you to Heela Yang, CEO and co-founder of Sol de Janeiro. With twelve meaningful years at Lancôme and Clinique, her experience has directly translated into the $450 billion company it is today. This Korean-American Harvard Business School graduate has a rich professional background. From working on her father’s Korean National Assembly campaign to working at Goldman Sachs, Yang is more than qualified to run the Sol de Janeiro empire.
The brand itself, which was launched in 2015, is obviously inspired by Brazilian culture. More specifically, it embodies the beautiful, fun, and carefree energy of Rio de Janeiro, hence the name. Yang also explained in a 2023 Tatler article how she was inspired in 2008. She walked along the beaches of Brazil, “pregnant and barefoot” as she wore a “tiny bikini.” Inspired by the liberated feeling she was experiencing while embracing her new body, she wanted us all to feel the same way. Thank goodness for that life-changing trip!
Rio de Janeiro, Brazil
Rio is one of the most beautiful cities in the world. I say this having experienced it with my own eyes. I visited to experience their famous Carnival celebration in 2023 and have not been able to stop thinking about it since. Natives, expats, tourists, everyone there was filled with such joy! Their iconic hills, visible from every angle of the city, are a beautiful backdrop to the golden sand and beautiful souls that surround you. Oh, I can’t forget their famous national cocktail! The caipirinha’s were endless. I’d seriously consider moving there if it weren’t for my brain refusing to comprehend the complexities of the Portuguese language.
Celebrities
You can’t have a popular cosmetic brand without relatable and versatile faces to attach it to. Sol de Janeiro has done an amazing job of this, if you ask me. Euphoria’s Barbie Ferreira has been associated with the brand along with Selena Gomez. They tapped Brazilian superstar Anitta, which was a no-brainer. They even included Bollywood star, Khushi Kapoor. Shining songwriting star and entertainer, Victoria Monet, has even admitted to using their famous Brazilian Bum Bum Cream. They are not the only phenomenal women on the list, but this at least provides a general understanding of how Sol de Janeiro has versified their celebrity marketing catalogue. Their backgrounds, skin tones, body shapes, and even their careers have proven this.
Products
Sol de Janeiro has all your cosmetic needs. Their Perfume Mist line is the perfect way to turn heads with their floral and beach scents. Protect your skin with their Rio Radiance sun care line. Glisten like a goddess by using their Glowmotions Glow Body Oil. Treat your hair strands with their hair oils, conditioners, and hair repair treatments. You can even hydrate your lips with their Brazilian Kiss Cupuaçu Lip Butter. Fight off body odor with their aluminum-free deodorant. And you can’t forget their signature Brazilian Bum Bum Cream. This is perhaps the product that put them on the map. But I’m happy to say their consistency with product quality has kept them growing and fanned the fires of their well-deserved popularity.
Fragrances
Full disclosure, their fragrances are my favorite products. They are light and not overwhelming, yet strong enough to follow you throughout the day. They’re similar in their scent origin but versatile as they each highlight different aspects of what Rio has to offer. That being said, it’s not always easy to find your signature scent, but Sol de Janeiro makes it pretty easy. Let’s start with how different their perfume mist names are. You may notice they do not have typical fragrance names. They are numbered instead. And each number follows the word, “cheirosa.” Why, you ask? Well, cheirosa is a term used in Brazil that means “to smell incredibly delicious.” The Sol de Janeiro website details their inspiration for using this specific term.
Now let’s talk about those confusing numbers. Each number represents “an event that changed the cultural fabric of Brazil––even down to the names, which are derived from the year when the milestone took place.” Once again, the website delivers the perfect explanation. So why mess with perfection? For example, my favorite scent is Cheirosa 48. It “celebrates the liberating energy of 1948, when the bikini was first spotted in Brazil.” How fun is that? This system is so cute and creative, I almost want to purchase all of them just so that I can take part in the rich history.
Where to Buy
Not sure where to purchase their products? Honestly, you can purchase it just about anywhere. It’s not abnormal for brands to streamline purchases, only allowing customers to purchase via their official website and one or two other retailers. Cécred has taken this route. Currently, the brand is only available at Ulta Beauty and the Cécred website. But Sol de Janeiro has taken a different approach. You can purchase their products at Sephora, Ulta Beauty, Amazon, their official website, and a handful of other authorized retailers. We love convenience!
Popularity
So now, to answer the question, why is Sol de Janeiro so popular? I think the brand does a wonderful job of tapping into a couple of things. They automatically tapped into the vacation vibe. What else do you associate with Rio de Janeiro or Brazil as a whole, besides the bright sun rays, golden sand, beautiful people, electrifying music, sunscreen, and bikinis? They’ve wrapped these things in their branding and bottled them. Think of the significance of their fragrance names. Consider their main brand color, orange. Orange represents warmth, energy, and playfulness, yet it’s bold. It’s literally the perfect color that embodies their ambiance. They knew what they were doing.
The other concept they’ve tackled effortlessly is youthfulness. When I see their packaging, I feel the excitement of a teenager, vibrant and ready for anything. However, I don’t feel it’s only for that age group. They encapsulated youth for all ages. I have my mother obsessing over Cheirosa 62 and Cheirosa 87. It’s playful and free. That’s something that someone can and should feel at any age. The brand just makes you feel… happy! It’s the simplest feeling in the world, and they’ve bottled it. So, if you’re considering checking out the hype, I recommend giving in to your curiosity. Embrace the various scents of their hair and body mists. Enjoy the creaminess of their Brazilian Bum Bum Cream. Or you can escape to the sands of Rio de Janeiro with their Rio Radiance sun care products. Pair them with a caipirinha and I just might join you!
Would you try any Sol de Janeiro products? If you already have, do you have a favorite?
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