The scent of summer has arrived in Britain, and it comes in a bottle. Sol de Janeiro, the Brazilian-inspired beauty brand, has transformed from a niche product into a cultural phenomenon across the UK. What started as a single body cream has evolved into a beauty empire that’s redefining how British consumers approach fragrance and body care.
The Rise of Brazilian Beauty Culture
Sol de Janeiro, which translates to “Sun of January,” captures the essence of Brazilian beach culture when the sun reaches its highest point. Founded in 2015 by Heela Yang, the brand emerged from a desire to bottle the free-spirited energy of Rio de Janeiro’s beaches. The company’s mission extends beyond mere products; it celebrates body confidence and encourages individuals to embrace their unique beauty.
The brand’s explosive growth tells a remarkable story. Global net sales surged from €26.1 million in 2022 to an astounding €686.1 million in 2024, marking a staggering 25.5x increase. This phenomenal expansion has established Sol de Janeiro as Sephora’s top-selling beauty brand in 2024, surpassing competitors including Selena Gomez’s Rare Beauty.
The British Obsession with Body Mists
Britain has embraced the body mist trend with unprecedented enthusiasm. According to recent market research, fragrance mists have become the most widely used format in the UK, with almost 40% of Britons using body sprays and mists in 2024. This shift represents a fundamental change in how consumers approach fragrance, moving away from expensive perfumes towards more accessible and versatile options.
The European body spray market doubled in value during 2024, reaching €265 million with 107% growth. This remarkable expansion has been driven primarily by Gen Z consumers who view body mists as both affordable and practical for everyday wear. The trend reflects broader economic considerations, as consumers seek luxury experiences at more accessible price points during uncertain financial times.
The Cheirosa Phenomenon
At the heart of Sol de Janeiro’s success lies the concept of “cheirosa” – a Portuguese word meaning “to smell amazing”. The brand’s signature scent, Cheirosa 62, has become legendary among beauty enthusiasts. This intoxicating blend combines pistachio, salted caramel, jasmine petals, and vanilla to create what many describe as the scent of summer.
The fragrance originally gained popularity through the brand’s iconic Brazilian Bum Bum Cream before being transformed into a standalone perfume mist. The success of Cheirosa 62 has paved the way for an entire collection of numbered fragrances, each offering a unique olfactory journey to Brazilian beaches.
TikTok has played a crucial role in amplifying the Cheirosa phenomenon. Sol de Janeiro’s fragrances have amassed over 850 million views on the platform, contributing significantly to the brand’s sales exceeding $1 billion. The platform’s influence on fragrance discovery cannot be overstated, with nearly 40% of UK consumers using TikTok to find beauty inspiration.
Gen Z’s Beauty Revolution
British Gen Z consumers have embraced Sol de Janeiro with particular enthusiasm. This demographic represents a significant shift in beauty purchasing patterns, with 83% of Gen Z women buying beauty products online based on content creator recommendations. Their shopping habits blend digital discovery with tactile experiences, with 45% purchasing in-store, 41% online, and 12% through social commerce.
The appeal extends beyond mere product performance. Gen Z consumers prioritise brands that align with their values, seeking ethical, sustainable, and inclusive options. Sol de Janeiro’s cruelty-free formulations and celebration of body diversity resonate strongly with this conscious consumer base.
The UK Market Expansion
Sol de Janeiro’s British presence has grown significantly through strategic retail partnerships. The brand is now available across major UK retailers including Sephora, Boots, Cult Beauty, Space NK, and ASOS. This widespread availability has democratised access to the brand’s products, moving beyond specialty beauty stores to mainstream retail.
The company has also invested in experiential marketing within the UK. In 2025, Sol de Janeiro launched the Badalada Roadshow, a multi-city pop-up experience that visited London’s Westfield White City, Newcastle’s Metrocentre, and Birmingham’s Bullring. These immersive brand experiences allowed British consumers to engage with the full Sol de Janeiro lifestyle, complete with fragrance consultations and product sampling.
Product Innovation and Evolution
The brand’s latest innovation, Body Badalada Vitamin-Infused Lotion, represents a significant milestone in Sol de Janeiro’s evolution. This new formulation combines seven molecular weights of hyaluronic acid with Brazilian sugarcane and vitamin-rich Brazilian nuts, delivering 24-hour hydration without heaviness. The product launched exclusively at Sephora, highlighting the retailer’s continued confidence in the brand’s market appeal.
Beyond body care, Sol de Janeiro has expanded into comprehensive fragrance collections. The brand now offers eight distinct Cheirosa fragrances, each targeting different moods and occasions. From the fruity floral notes of Cheirosa 68 to the sophisticated gourmand blend of Cheirosa 59, the collection provides options for every preference and personality.
The Science of Scent Appeal
The psychological impact of Sol de Janeiro’s fragrances extends beyond pleasant aromas. The brand’s scents are carefully formulated to evoke emotional responses and transport users to the sunny beaches of Brazil. This sensory marketing approach taps into consumers’ desire for escapism, particularly relevant in Britain’s often grey climate.
Research indicates that body mists have gained popularity partly due to their mood-enhancing properties. The lighter concentration compared to traditional perfumes makes them suitable for regular application, allowing users to refresh their scent throughout the day. This versatility has contributed to the 15% increase in body mist demand over the past year.
Celebrity Endorsement and Social Media Impact
The brand’s social media strategy has been instrumental in building its British following. Instagram and TikTok content featuring Sol de Janeiro products regularly goes viral, with beauty influencers and everyday users sharing their “get ready with me” routines. This user-generated content creates authentic testimonials that resonate more strongly than traditional advertising.
Celebrity usage has further amplified the brand’s profile. While Sol de Janeiro doesn’t rely heavily on celebrity endorsements, organic celebrity usage and mentions have boosted brand visibility across social media platforms. The authentic nature of these endorsements aligns with Gen Z’s preference for genuine recommendations over paid promotions.
Economic Impact and Market Position
The success of Sol de Janeiro reflects broader trends in the UK beauty market. The fragrance sector in Britain continues to show robust growth, with consumers increasingly willing to invest in products that enhance their daily routines and self-expression. The body mist category specifically has benefited from this trend, offering luxury experiences at accessible price points.
The brand’s economic impact extends beyond direct sales. Sol de Janeiro has influenced competitor strategies, with established fragrance houses now developing their own body mist lines to capture market share. This competitive response validates the brand’s market-making impact and suggests continued growth potential.
Sustainability and Ethical Considerations
Environmental consciousness plays an increasingly important role in British consumer decision-making. Sol de Janeiro has responded to these concerns by emphasising its cruelty-free formulations and sustainable ingredient sourcing. The brand’s use of Amazonian ingredients highlights its connection to natural resources while supporting sustainable harvesting practices.
The Sol de Janeiro Foundation represents the company’s long-term commitment to environmental stewardship, focusing on biodiversity regeneration and community support. These initiatives resonate with British consumers who increasingly expect brands to demonstrate social and environmental responsibility.
Future Prospects and Market Trends
Looking ahead, Sol de Janeiro appears well-positioned to maintain its growth trajectory in the UK market. The brand’s expansion into new product categories and continued innovation in fragrance development suggest sustained momentum. The company’s strategic focus on international markets, particularly Europe, indicates significant investment in the British consumer base.
The broader body mist market shows no signs of slowing, with projections indicating continued growth through 2032. As consumers increasingly prioritise wellness and self-care, products that combine fragrance with skincare benefits are likely to maintain strong appeal.
The brand’s success has also influenced beauty retail strategies. Major retailers are allocating more shelf space to body mists and fragrance alternatives, recognising the category’s growth potential and consumer demand.
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Frequently Asked Questions
What makes Sol de Janeiro so popular in the UK?
Sol de Janeiro’s popularity stems from its unique Brazilian-inspired scents, affordable luxury positioning, and viral social media presence. The brand’s signature Cheirosa fragrances offer an escape to Brazilian beaches, particularly appealing to British consumers seeking summer vibes year-round.
Which Sol de Janeiro scent is most popular?
Cheirosa 62 remains the most popular scent, featuring notes of pistachio, salted caramel, jasmine, and vanilla. This original fragrance from the Brazilian Bum Bum Cream has become iconic among beauty enthusiasts.
Where can I buy Sol de Janeiro products in the UK?
Sol de Janeiro products are widely available across UK retailers including Sephora, Boots, Cult Beauty, Space NK, ASOS, and Lookfantastic. The brand’s widespread retail presence makes it accessible to consumers nationwide.
Are Sol de Janeiro products suitable for sensitive skin?
Sol de Janeiro products are cruelty-free and formulated without sulphates, phthalates, or parabens. However, individuals with sensitive skin should patch test products before full use, particularly given the fragrance content.
How long do Sol de Janeiro body mists last?
Body mists typically have lighter concentration than traditional perfumes, offering 2-4 hours of noticeable scent. The longevity can be extended by layering with matching body creams or applying to pulse points.
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