{"id":49236,"date":"2026-07-10T05:03:21","date_gmt":"2026-07-10T05:03:21","guid":{"rendered":"https:\/\/www.europesays.com\/france\/49236\/"},"modified":"2026-07-10T05:03:21","modified_gmt":"2026-07-10T05:03:21","slug":"sol-de-janeiro-launches-mens-cheiroso-fragrance-mists","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/49236\/","title":{"rendered":"Sol de Janeiro Launches Men’s Cheiroso Fragrance Mists"},"content":{"rendered":"

\n\tSol de Janeiro<\/a> is going for the boys. <\/p>\n

\n\tThe brand, best known for perennially viral<\/a> hits like Bum Bum Cream and its $26 Cheirosa hair and body fragrance mists, is entering men\u2019s for the first time with the launch of a Cheiroso franchise. <\/p>\n

\n\tFeaturing two Cheiroso 7 and Cheiroso 10 Cologne Mists, the expansion is the most significant launch for Sol de Janeiro since the brand\u2019s cofounder Heela Yang departed<\/a> in April, and was succeeded in the chief executive officer role by Jordan Saxemard. <\/p>\n

\n\tThe launch, aiming to capitalize on the simultaneous momentum of men\u2019s fragrances, body mists and \u2014 thanks to the 2026 FIFA World Cup \u2014 soccer, will be available direct-to-consumer and on sephora.com beginning Monday. A nationwide store rollout will follow in August.<\/p>\n

\n\t\u201cSol de Janeiro has a very clear emotional positioning. It\u2019s about joy, it\u2019s about confidence, it\u2019s about self-expression and the sensorial spirit of Brazil. Cheiroso embodies and carries that forward, but through a new lens for men,\u201d said Saxemard in his first interview as CEO of the brand. <\/p>\n

\n\tThe launch comes at a time when Sol de Janeiro\u2019s soaring growth has begun to moderate, and the key fragrance mist and body care categories it plays in are becoming increasingly crowded \u2014 in part with dupes of its own products. The company is still going strong, ranking as a top-five brand<\/a> by U.S. prestige fragrance sales in April, according to Daash Intelligence, and the number-four beauty brand during June\u2019s Amazon Prime Day sale, per Navigo Marketing \u2014 but it is seeking new frontiers of growth.<\/p>\n

\n\t\u201cWe want to keep growing with intention; we want to keep investing in innovation, and we want to keep being the pioneers in everything we do,\u201d said Saxemard. \u201cWe believe that men\u2019s fragrance is ready for a new kind of product. Historically the category has been split between traditional deodorants and body sprays on one end, and luxury fine fragrance on the other\u2026Cheiroso was created to bridge that gap.\u201d<\/p>\n

\t\t\t\t\t\t\"A<\/p>\n

\t\t\t\t\tA still from the Cheiroso campaign, shot at Ipanema Beach in Brazil.<\/p>\n

\t\t\t\t\t\t\t\t\tcourtesy<\/p>\n

\n\tCheiroso 7 and 10 \u2014 named after the jersey numbers worn by iconic soccer stars like Neymar Jr., Cristiano Ronaldo and Lionel Messi \u2014 are priced at $26 per 90-ml. bottle. They are fronted by Brazilian actor and pickup soccer enthusiast Andr\u00e9 Lamoglia, as well as TikTok star Alejandro Rosario, in a campaign shot at Ipanema Beach in Rio de Janeiro, which is where the inspiration to launch Sol de Janeiro struck Yang more than a decade ago.<\/p>\n

\n\t\u201cThe opportunity to scale our brand identity without diluting it is huge, and Cheiroso is a great expression of the kind of growth we want to pursue from a strategic, consumer-led standpoint that\u2019s still deeply rooted in our brand DNA,\u201d said Saxemard. <\/p>\n

\n\tThe Cheiroso mists will roll out to Sephora Asia and Europe in January. Saxemard did not comment on whether Cheiroso will eventually land at the brand\u2019s other retailers, which include Ulta Beauty, Amazon and, most recently, Urban Outfitters.<\/p>\n

\n\t\u201cSephora is our legacy partner, and we wanted to start this incredible journey with them,\u201d said the executive. \u201cFor so many young consumers, Sephora is where discovery happens, quite frankly, so bringing Cheiroso into that very fun, playful environment that introduces [customers] to fragrance in a way that feels accessible, premium and connected to the broader beauty culture was important for us.\u201d <\/p>\n

\t\t\t\t\t\t\"Cheiroso<\/p>\n

\t\t\t\t\tCheiroso 7 blends notes of lavender, macadamia nut and vanilla woods, while Cheiroso 10 taps notes of cardamom, Brazilian pineapple and cedarwood.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n

\n\tIt\u2019s a win for Sephora<\/a>, too, which is similarly looking to bring more men into the fold as they become an increasingly lucrative beauty cohort.<\/p>\n

\n\tCircana reported in 2024 that men\u2019s fragrances<\/a> had begun outpacing growth in women\u2019s in the prestige market, and though the most recent figures indicate both categories are now growing at the same rate of 5 percent, they also show that as the fragrance boom continues, affordable fragrances are increasing faster than high-end ones \u2014 a key opportunity for Sol de Janeiro.<\/p>\n

\n\t\u201c[Cheiroso] is about solving a consumer need in a more beautiful way. It\u2019s about performance and pleasure no longer being competing ideas, that you can do both and smell great and at a great price,\u201d said Saxemard. <\/p>\n

\n\tSol de Janeiro\u2019s fragrance business has now overtaken its native body care portfolio. The brand overall is key to the portfolio of parent company L\u2019Occitane Group<\/a>, which was speculated in early 2026 to be weighing a potential U.S. IPO, after having delisted from the Hong Kong Stock Exchange in 2024. Saxemard first joined Sol de Janeiro last fall as global chief marketing and digital officer, following previous stints at Dyson, Sonos and Coty.<\/p>\n

\t\t\t\t\t\t\"Sol<\/p>\n

\t\t\t\t\tIn January, Sol de Janeiro introduced jelly perfume balms in its hero Cheirosa 62, 68 and 40 scents, priced at $26.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n

\n\tIn terms of upcoming priorities, the executive shared: \u201cWe are hopeful to acquire new customers, that\u2019s number one. We want to turn the love for Sol de Janeiro products \u2014 not just fragrances, not just body care \u2014 into a full-body routine, and we want to make sure that we\u2019re focusing back on our hero franchises, as well.\u201d <\/p>\n

\n\tAnd as for how big a part of the business he anticipates men\u2019s could be? <\/p>\n

\n\t\u201cWe are in it for the long run,\u201d Saxemard said. \u201cWe are working on a very robust innovation pipeline, across the board and in men\u2019s, that will take the category to the next level.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"Sol de Janeiro is going for the boys. The brand, best known for perennially viral hits like Bum…\n","protected":false},"author":2,"featured_media":49237,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12718],"tags":[13360,15813,4955,12733,1148,8007],"class_list":["post-49236","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sephora","tag-beauty-industry","tag-executive-leadership","tag-lvmh","tag-sephora","tag-social-media","tag-viral"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/49236","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=49236"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/49236\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/49237"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=49236"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=49236"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=49236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}