WOW STORY OF THE DAY - From Bum Bum to Billion-Dollar Buzz: Sol de Janeiro’s Journey From Beachside to Bestseller

Image Source: LBB

Sol de Janeiro, the Brazilian-inspired beauty brand behind the viral Bum Bum Cream, has become a global icon. Acquired by L’Occitane, the brand continues to grow rapidly, expanding into new categories and markets while staying profitable — all powered by its signature scent and inclusive storytelling.

Sol de Janeiro didn’t just launch a product — it launched a feeling. Founded in 2015 by Heela Yang and Marc Capra, the brand was inspired by Brazil’s unapologetic body positivity and beach culture. Its flagship product, the Brazilian Bum Bum Cream, became a viral sensation thanks to its addictive scent, fast-absorbing texture, and empowering message.

By 2021, Sol de Janeiro had caught the attention of L’Occitane Group, which acquired a majority stake. Since then, the brand has scaled globally, expanded into hair care and fragrance, and maintained profitability with strong e-commerce performance and retail partnerships at Sephora, Ulta, and Amazon.

Notable Updates:

Cult Product Power: The Bum Bum Cream remains one of the top-selling body care products at Sephora, with millions of jars sold and a loyal fanbase across TikTok and Instagram.

Strategic Acquisition: In 2021, L’Occitane acquired 83% of Sol de Janeiro, giving the brand access to global distribution, operational support, and capital for expansion.

Global Growth: Sol de Janeiro is now available in over 40 countries, with strong performance in North America, Europe, and Asia. Its 2024 revenue exceeded $107 million, with high conversion and repeat purchase rates.

Product Expansion: The brand has successfully launched hair care, fragrance mists, and shower gels, all infused with its signature scent — Cheirosa 62 — inspired by pistachio, salted caramel, and vanilla.

Inclusive Branding: Sol de Janeiro’s messaging centers on body joy, confidence, and inclusivity, resonating deeply with Gen Z and millennial consumers.

Profitability & Performance: Backed by L’Occitane’s infrastructure, the brand maintains strong margins and profitability, with high average order values and customer retention.

Sol de Janeiro’s rise is a masterclass in emotional branding, sensory storytelling, and strategic scaling. By bottling Brazil’s beach spirit, they didn’t just sell cream — they sold confidence, culture, and a global glow-up.

Sources: ECDB, CanvasBusinessModel, Latterly.org

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