This Tik-Tok Approved Bodycare Brand Has Finally Hit The Shelves of Singapore—We Spoke To The Founder of Sol De Janeiro For All The Details

The Tik-Tok girlies are obsessed, and so are we...
@byjaimeerae Major addiction to @soldejaneiro 🥥🌞🌸 #soldejaneiro #soldejaneirocheirosa #fypシ #rioradiance #bomdia #beijaflorcream #brazliancrush #solcheirosa62 #bodymist #skincarecollection #haul #perfumeaddict #perfumetiktok #perfumecollection #review #fragrance ♬ Chopin Nocturne No. 2 Piano Mono – moshimo sound design

It’s not every day you get a Brazilian-inspired beauty brand entering the TikTok hall of Fame within the span of a short few months, but for Sol de Janeiro, it was simply a matter of time before hitting it big in the beauty industry. Body care isn’t exactly the most exciting thing in the realm of beauty, but somehow, with the genius of co-founder and CEO Heela Yang, she’s cracked the code of effortlessly sambaing its way into the hearts of beauty enthusiasts worldwide.

If you haven’t seen them already, the TikTok girlies are obsessed with Sol de Janeiro and it’s easy to see why. The brand’s sweet scents are kind of the perfect everyday fragrance, especially when you’re not ready to dish out the Chanel No.5 for a grocery run. 

The only word that truly encapsulates a Sol de Janeiro scent? Cheirosa—which is a Portuguese term for smelling delicious. A fusion of sweet, nutty, and slightly tropical notes, most of their fragrances veer towards scent profiles that embody the heart of Brazil; think sun-soaked beaches, vibrant festivals, and carefree days in Rio de Janeiro.

In the spirit of smelling scrumptious, Sol de Janeiro’s most iconic scents are named after the concept, for example, the best-sellers ‘Cheriosa 68’ and ‘Cheriosa 71’. 

Photo: Courtesy of Sol De Janiero

Beyond beauty, Sol de Janeiro has seemed to capture an audience that even includes A-listers like Selena Gomez and Hailey Bieber, and for good reason. Having tried out the iconic Bum Bum Cream for myself, I can attest to the fact that the moisturising properties and scent are well worthy of staying in my day-to-day body care routine.

It’s not every day you see a Brazillian-born and raised brand on the shelves of Singapore, but for Yang who spent a good 12 years in the beauty industry before starting her own brand after she moved to Brazil—she saw the true potential and value of bringing Brazillian beauty to all corners of the world.

As the US-based brand makes it’s much-awaited expansion to South East Asia at Sephora, we spoke to Yang for her two cents on what we can take away from Brazillian beauty, and how the iconic Bum Bum cream was created.

Photo: Courtesy of Sol De Janiero

You’ve had a background in beauty prior to your move to Brazil, how did you pivot from that into starting your own body care line in a completely foreign country? 

Prior to Sol de Janeiro, I had the privilege of spending more than 12 years in the cosmetics industry, spearheading the strategies of esteemed global brands like Lancôme (L’Oréal) and Clinique (Estee Lauder Companies). From there, I knew I wanted to do more for the beauty consumer.

With Sol de Janeiro, I drew my inspiration from the time I spent living in Brazil, an experience that left a lasting impression on me. It was during this period that I was pregnant, and the notion of wearing a revealing Brazilian bikini at the beach was an entirely new concept for me.

This challenge to my own body confidence made me reflect deeply. Witnessing the ease with which Brazilian women embraced their bodies, regardless of their shapes, sizes, or skin tones, deeply moved and inspired me. This personal revelation served as the foundation for what would eventually become Sol de Janeiro, and it laid the groundwork for our brand’s guiding philosophy: “Love it. Flaunt it. You’ve got it.”

At the heart of our mission lies the desire to share the non-judgmental, joyous, and confident spirit that I encountered on the sun-kissed beaches of Brazil.

What are some Brazilian beauty tips and tricks that you learnt about after moving there? How did it differ from your approach to beauty? 

Brazilians have gained a reputation for their exceptional body care practices. Interestingly, it was only after relocating to Brazil that I started paying equal attention to body care. This journey has allowed me to uncover the invaluable secrets of achieving holistic head-to-toe beauty.

Personally, I had a deep fascination with the multi-step facial cleansing routines ingrained in Korean culture, which I learned from my mother while growing up.

What do you think Asian consumers can take away from learning about Brazil’s beauty philosophy through Sol de Janeiro?

Sol de Janeiro is dedicated to igniting continuous self-celebration and boundless joy by harnessing the vibrant and inviting essence of Brazilian culture. In Brazil, the concept of ‘beauty’ isn’t merely a set standard; rather, it embodies an entire outlook on life. This outlook is rooted in the confidence that blossoms from feeling truly comfortable in your own skin.

Our brand’s philosophy originates from the sun-kissed beaches of Rio de Janeiro, where we not only accept but wholeheartedly embrace, cherish, and revel in every unique body, every contour, every nuance, and every authenticity.

Nourishing our skin daily is as instinctual as taking a refreshing shower or tending to our oral hygiene. It goes beyond being just a routine; it’s a thrilling and invigorating component of our day.

Sol de Janeiro has amassed a cult fan following like no other on TikTok, why do you think Sol de Janeiro has managed to stand out among the plethora of body care lines out there? 

@soldejaneiro @alixearle honored to be a part of your GRWM 🙌💛👸 #cheirosa62 🏝️ #soldejaneiro #sdj #alixearle #alixearlegrwm #soldejaneiroperfume #soldejaneirocheirosa #bodymist #braziliancrushbodymist #perfumetiktok #perfumecheck #braziliancrushcheirosa62 #braziliancrush #alixearleeffect #alixearlemakeup #grwm #soldejaneiromist #fyp #tiktokmademebuyit ♬ original sound – Sol de Janeiro

We leverage the TikTok platform to educate and inspire consumers. Currently, we have over 138 million views on our hashtag #braziliancrush, with 75% of our top viewed Tik Toks exclusively featuring Perfume Mists. Organic mentions from influencers like Alix Earle, Zara McDermott and Jojo Siwa have helped Sol de Janeiro’s Perfume Mists become the latest must-have item with Gen Z consumers.

We are obsessed with capturing Brazil’s spirit and beauty secrets authentically with a full-on sensorial collection of the finest and most efficacious products infused with nutrient-rich ingredients and mood-boosting scents. In addition, we work extremely hard to stay connected to our consumers of today while staying ahead to delight them.

For example, no one was asking for our Brazilian Bum Bum Cream when we launched it, and now our customers cannot live without it.  

The Bum Bum cream’s packaging is pretty much instantly recognisable upon first look. Could you share more about the process of the design?

Brazilian Bum Bum Cream was created out of a real passion in my dining room at a time when body care was primarily a utility product, and the firming cream market was very small. Every element of Bum Bum Cream, from name, shape, color, logo placement, was carefully constructed. It’s going to be hard to find only straight lines in our designs.

Our brand was born following the curves of the Brazilian bodies and evoking its swing. Our Sol Yellow. No matter if it’s all over our packaging, or just supporting our logo, our Yellow is a symbol that the sun always shines on our brand. 

The craze for Sol de Janeiro has mainly been from South America and Europe consumers, which is a completely different demographic to Singapore, or Asia for that matter. Which products would you recommend for hot and humid climates? 

The beauty of Sol de Janeiro is that our products are efficacious all year round, no matter the climate. However, if i had to choose, my all-time favourite product is our Brazilian Kiss Cupuacu Lip Butter. It’s hydrating and can be used on the driest parts of our skin such as the cuticles, elbows or face-perfect for hotter days.

Shop Sol de Janeiro via Sephora here.