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When Sol de Janeiro first arrived at Sephora in 2016, body care was far from a hot category in beauty. Color cosmetics like YouTube-viral eyeshadow palettes still reigned supreme, and body lotions were dominated by the drugstore aisle. But eight years and a viral wolf spider conspiracy theory later, Sol de Janeiro became the top-selling brand at Sephora, dethroning Selena Gomez’s Rare Beauty.
“From early on, [founder Heela Yang] wanted to pursue categories which really didn’t exist in prestige beauty, like body mists, which was exciting to us,” said Carolyn Bojanowski, evp of merchandising at Sephora U.S. “Sol de Janeiro has put prestige body care on the map, introduced millions of new customers to beauty and Sephora and broken the record for being our biggest brand in the skin care category.”
A decade after Sol de Janeiro first launched in 2015, the beauty landscape has changed, however. The prestige body-care category that Sol de Janeiro helped create is now rife with competitors nipping at its heels. And though Sephora has been instrumental to its success, Sol de Janeiro expanded to Sephora’s chief rival, Ulta Beauty, at the start of 2024. Staying on top is a different game than being the hot new thing on the block.
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English (US) ·