From Bum Bum Cream to Backlash: Is Sol de Janeiro More Style Than Substance? – Behind The Beauty

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Sol de Janeiro has become one of the most recognisable beauty brands in the world. Best known for the Brazilian Bum Bum Cream and its addictive Cheirosa fragrances, the brand has gone from a small three-product launch to a billion-dollar empire in less than ten years.

In this episode of Behind The Beauty, we look at the real story behind Sol de Janeiro. From its Brazilian beach culture inspiration, to its clever marketing strategies, TikTok virality, and eventual $450 million buyout by L’Occitane, this is the rise of a brand that changed the body care industry.

But success hasn’t come without criticism. From debates around cultural appropriation, to backlash over their polarising fragrances and the flood of cheaper dupes, Sol de Janeiro has faced its share of challenges.

So how did a cheekily-named body cream turn into one of the most powerful beauty brands in the world? And what’s next for Sol de Janeiro as it continues to grow?