June 5, 2025, 4:34 am | Read time: 7 minutes

A jar of Sol de Janeiro’s “Brazilian Bum Bum Cream” is reportedly sold every six seconds, according to the company. Celebrities such as Dua Lipa, Hilary Duff, and Blake Lively, among others, swear by it. STYLEBOOK has summarized why the brand is so hyped and who is behind it.

The Founding Story of Sol de Janeiro

For founder Heela Yang, it all began in 2008 when she was pregnant and barefoot on the beaches of Brazil. Embracing her changed body while wearing a tiny bikini, Yang was inspired to encourage all women to feel comfortable in their own skin, regardless of clothing size or skin color. Sol de Janeiro translates to “the sun of January,” as the Brazilian sun shines most intensely in January–the peak season for bare, tanned skin on the beach and abundant joie de vivre.

This beauty philosophy marked the start of Sol de Janeiro–one of the fastest-growing body care brands in recent years. Founders Heela Yang, Marc Capra, and Camilla Pierogi launched in the summer of 2015 with just three products. In only three years, Yang led the brand to become a global beauty phenomenon. Before founding her own brand, the Harvard Business School graduate spent over twelve years in the cosmetics industry with leading brands such as Lancôme and Clinique.

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Product Range and Philosophy

The brand has been available on the German market since May 2017. In 2021, the international L’Occitane Group acquired a majority stake of 83 percent in Sol de Janeiro. According to “Inside Beauty,” Heela Yang expressed positivity about L’Occitane’s entrepreneurial vision. “I look forward to continuing our entrepreneurial culture with L’Occitane as a strategic partner,” said the founder. She will retain her position as CEO even after the acquisition. The brand sees L’Occitane as an opportunity to accelerate growth while strengthening its commitment to sustainability.

Sol de Janeiro offers a wide range of skincare products, including body creams, shower gels, hair care products, and perfumes. The brand’s most famous product is the Brazilian Bum Bum Cream, a firming body cream enriched with guaraná extracts, known for its distinctive scent.

Andrea Steiner has managed Sol de Janeiro’s communications since 2017 and emphasizes to STYLEBOOK: “Sol de Janeiro was the first brand for premium body care, without a preceding perfume or facial care, as is usually known from beauty brands.”

Ingredients and Sustainability

Sol de Janeiro’s products contain natural ingredients such as cupuaçu butter, açaí oil, and coconut oil, all sourced from Brazil or at least South America. The brand places great importance on sustainability and does not conduct animal testing. Sol de Janeiro uses eco-friendly packaging and is committed to minimizing its ecological footprint. “The Bum Bum Cream promises help with stretch marks. The active ingredient in the Bum Bum Cream is guarana, a plant that grows in the Amazon and whose red fruits contain a lot of caffeine. Guarana extract has a tightening, firming effect on the skin,” explains Steiner.

Market Presence and Awards

Sol de Janeiro has successfully established itself in the international market and is available in many major department stores and online platforms worldwide. However, the product is not yet available in drugstores at this time. The brand has received numerous awards for its products, including beauty prizes for the Brazilian Bum Bum Cream and the Brazilian 4 Play Moisturizing Shower Cream-Gel.

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The Hype Around Sol de Janeiro–An Attempt to Explain

The hype around Sol de Janeiro can be explained by several factors: The brand embodies the Brazilian lifestyle and conveys a sense of exoticism and joie de vivre, which appeals to many people worldwide. Additionally, Sol de Janeiro’s products are known for their unique and intense fragrances. Particularly, the Brazilian Bum Bum Cream has achieved cult status due to its distinctive, sweet-warm scent. “In Brazil, there is an adjective for ‘fragrant’–it’s ‘cheirosa,’ and it’s incredibly important to be cheirosa. That’s why Sol de Janeiro has placed great emphasis on the fragrance compositions of individual creams and perfume sprays from the very beginning. Each perfume mist is carefully composed and contains top, heart, and base notes as we know from haute perfumery,” says Steiner.

The use of natural, Brazilian ingredients such as guaraná, cupuaçu butter, and açaí oil sets Sol de Janeiro’s products apart from the competition. These ingredients are not only exotic but also have positive properties for the skin, which strengthens consumer interest and trust.

Smart Marketing Strategy

Moreover, Sol de Janeiro has gained significant visibility through clever marketing strategies, including social media and influencer collaborations, such as with Sofia Richie Grainge. The brand uses platforms like Instagram and YouTube to promote its products and build a close connection with its target audience. Influencers and celebrities who praise the products contribute significantly to their popularity. “Another strong factor was certainly that they relied on social media from the start and received an incredible amount of organic support–on the one hand, the Sol de Janeiro accounts themselves are very entertaining, and on the other hand, there are a lot of influencers and celebrities who create great content with the products without being paid for it,” Steiner continues.

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Criticism of Sol de Janeiro

Despite the general praise, Sol de Janeiro also faces criticism. Some consumers have complained about the high prices of the products, which can be unaffordable for some. Additionally, there have been reports of allergic reactions to certain ingredients, highlighting the importance of checking the ingredient list.

But can perfumed body lotion actually do more harm than good to our skin? We asked a dermatologist about this. “Yes, perfumed body lotions can dry out the skin,” says Dr. Timm Golüke. So is the dream of fragrant evening anointing over? Not necessarily! It’s important to pay attention to the ingredients when buying perfumed body lotion because “especially if they contain a high concentration of alcohol or fragrances, body creams can have a drying effect. These ingredients can strip the skin of its natural moisture and lead to dryness, especially in people with sensitive or dry skin.” If you don’t have a predisposition to allergies, you can also use Sol de Janeiro without concern.