Sol de Janeiro becomes top-selling brand at Sephora with focus on self-care fragrance

Sol de Janeiro has become the top-selling brand at Sephora, surpassing Rare Beauty. The brand, known for its body butters and fragrance mists, generates over $500 million in annual revenue and is valued at $450 million after L’Occitane Group's acquisition. The brand's success is attributed to its appeal among younger consumers, particularly Gen Z, who view fragrance as a form of self-care. Sol de Janeiro's products, including its popular Brazilian Bum Bum cream, have gained traction for their uplifting scents and affordable pricing. During the pandemic, Sol de Janeiro's sales increased as consumers sought comfort in self-care routines. The brand is now expanding its product line to include haircare and SPF items, aiming to adapt to evolving consumer preferences.