Sol de Janeiro’s Heela Yang: ‘Over 90% of our growth this year is from social, and it’s organic’

1 year ago 35

This story was originally part of the 2023 Glossy 50 feature. Click here to see all of this year’s honorees.

Sol de Janeiro’s recent virality earned the brand triple-digit sales growth in the first half of the year.  

Sol de Janeiro, co-founded in 2015 by Heela Yang, Camila Pierotti and Marc Capra, quickly rose to cult status in 2023 thanks to the popularity of its hero product: the Brazilian Bum Bum Cream. Social media buzz and the rise of vanilla scents were among the biggest factors. On TikTok, influencers including Alix Earle and Jus de Rose organically posted about the product, which launched eight years ago. According to Yang, retail sales for the Brazilian Bum Bum Cream increased 29% year-over-year. On TikTok, #soldejaneirocream currently has 3.9 million views. 

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