Sol de Janeiro enters the men’s fragrance category with the launch of Cheiroso Cologne Mist

The L’OCCITANE Group is delighted to celebrate the launch of Cheiroso 7 and Cheiroso 10 Cologne Mists by Sol de Janeiro – the brand’s first fragrance collection created specifically for men. Building on the success of its iconic fragrance franchise, the launch marks an important strategic expansion into the men’s category, broadening the brand’s reach while remaining true to the joyful, sensorial spirit that has made Sol de Janeiro a global success.

Designed to combine premium scent with freshness-enhancing technology that helps keep odour in check, Cheiroso introduces a new proposition within men’s fragrance. The launch responds to growing consumer demand for lighter, more versatile scent formats and reflects Sol de Janeiro’s ambition to bring a distinctly Brazilian perspective to a category traditionally dominated by deodorants and fine fragrance. 

Jordan Saxemard
Chief Executive Officer, Sol de Janeiro
"Sol de Janeiro has a very clear emotional positioning. It’s about joy, it’s about confidence, it’s about self-expression and the sensorial spirit of Brazil. Cheiroso embodies and carries that forward, but through a new lens for men." 

Rooted in Brazil’s rich football culture, the launch draws inspiration from pelada – the country’s beloved pick-up football tradition centred on friendship, optimism, inclusion and connection. Through the Play It Your Way campaign, starring Brazilian actor André Lamoglia, Sol de Janeiro brings these values to life while introducing a new audience to the brand’s universe. 

At the heart of the collection is Sol de Janeiro’s freshness-enhancing technology, designed to deliver a premium fragrance experience throughout the day. The range features two all-over body cologne mists inspired by football’s most iconic shirt numbers: Cheiroso 10, blending crushed cardamom, Brazilian pineapple and cedarwood, and Cheiroso 7, combining wild lavender, salted macadamia nut and vanilla woods. 

The launch reflects the brand’s commitment to purposeful innovation and consumer-led growth. It also forms part of a broader innovation journey across the Sol de Janeiro portfolio, following the successful introduction of Jelly Perfume Balm, a new solid fragrance format designed for on-the-go scent application. Together, these innovations demonstrate the brand’s focus on creating new experiences that resonate with consumers while strengthening its category leadership.

Jordan Saxemard
Chief Executive Officer, Sol de Janeiro
"We 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. We believe that men’s fragrance is ready for a new kind of product." 

The launch also reflects a broader opportunity within premium beauty, where consumers are increasingly seeking products that combine high-performance functionality with elevated sensorial experiences. Through initiatives such as Cheiroso and its continued partnership with Sephora, Sol de Janeiro is helping to expand participation in prestige beauty while reaching new consumer audiences. 

Didier Lalance
General Manager, L’OCCITANE Group
"The future of premium beauty brands like ours is driven by bold, high-quality product innovation. We have a strong pipeline ahead, with more innovations already in development and the first of many still to come." 

As the Group continues to support its brands’ long-term growth ambitions, the launch of Cheiroso demonstrates how innovation, consumer insight and strong brand identity can come together to unlock new opportunities. The L’OCCITANE Group is proud to see Sol de Janeiro continue shaping the future of fragrance while creating meaningful experiences for consumers around the world.